In 2011, the world witnessed social media marketing reach new heights than previous years. It’s almost become a requirement for companies to have a Facebook page, a facebook Like page, Twitter account and more recently a Google+ page. The new phrase of the year was “going viral” and everyone felt it was important to have 5,000+ friends. In the case of Twitter 10k or for some the hope of 1 million or more. Naturally, I understand the logic behind this. With all things business related, this is a numbers game. Simply the more people you can reach, the greater possibility that a percentage of those people will buy your products.
This has become so important to many companies, that a new job position has come out of it. Does the term Social Media Manager ring a bell? To the typical member of these sites the answer is a flat out No. Plain and simple, a SSM is a person who is hired to Tweet or post statuses and updates on the company accounts. Sometimes the role doesn’t even go that far, but rather it’s a person who is paid to setup those accounts for you and also an account allowing you to post the same message on all platforms at once. The past few years have created amazing opportunities for those who know how to market themselves in this new arena, but there are also problems that arise.
- Interaction - Customer service at its simplest form without being related to a telephone rep who can’t answer simple questions. Your company should
have someone who is familiar with what you do and your vision, enough to answer the questions about your products or services. Remember the last time you called a company and spoke to a representative who was reading a script? Yea.. bad service.
- To Share – Whether they are current or potential customers, people want something they can share with the people within their network. They like posts that can peak their interest enough to click “Like” or “share”. The content varies from what’s funny to good photos of your products. Videos, photos and blog posts are the most commonly used, but be creative and find a way to stand out.
- Non-invasiveness – This has become a more recent issue with certain companies using a targeted ad approach which actually reads a member’s status and attempts to suggest what they might like. This has it’s pros and cons. It can get bad when the ads being suggested are say… “Christian Mingle” or other dating sites not relevant to the interest of the member. People don’t like things to become too personal. This also relates to providing phone numbers as a “safety-measure” in case they lose their password. I feel it’s important to keep approaches personal in regards to known interests, but not when it comes to personal lives and suspected preferences. Suggested products and services seem to be sufficient enough.
- Uncrowded Space – Part of being non-invasive is not overcrowding a member’s space. We have all seen tweets and posts that are reposted every half hour, hour or sometimes even more frequently. I can see the point of view of some companies that they don’t want their posts to get lost in the stack, but people don’t want their timeline flooded with a repetitive message. This situation worsens when there are more than 2 company members doing this. You may have the greatest product or service in the world, but if your post inhibits them from seeing others then the chances of them sharing will dim like a candle in a rainstorm. The solution to this is to either space out your posts or if you post frequently, to make sure the content isn’t overly repetitive. Change things up a bit. You can even post the same set of 20 or so different posts everyday!
You want to engage people in some manner that promotes them to engage others who in turn find more to do the same. This is the true meaning of “going viral”, it is using basic social activity to your advantage for a low-cost marketing campaign. One which leverages at least 3 levels of networks, yours, theirs and their friends. So by putting some thought into these points, you are ultimately avoiding antisocial behavior and you can help keep people away from the Unfollow and Un-friend buttons.
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This entry was posted on Monday, January 16th, 2012 at 3:57 pm and is filed under Business Education, Entrepreneur Inspiration. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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