Category Archives: Engagement

Why You Should Stop Curating From Top Content Sites

stop sharing curated content from top content sitesLet start off with a question:

Why would you share the most popular content from high traffic content sites that most people are already reading and sharing?

Recently we found a new study released by eMarketer that details the curation sharing from top content sites across the social graph. In one example, Nearly all Upworthy articles go on Facebook. Did you read that? Nearly ALL.

Articles Shared on Social Networks by Publisher Here are some of the numbers:

Nearly 100% of Upworthy articles were shared on Facebook

Nearly one in 10 BuzzFeed articles were shared on Pinterest

With Facebook being the largest social network, it is pretty clear as to why the numbers are skewed heavily in their favor. However, the point is that content from the top sites is being heavily read AND shared by social media users. The top sites garner the largest amount of subscribers, traffic and readers.

It is really important to understand the purpose for content curation and the intended effect you should want it to have with your social media audience. It is also imperative that your social media strategy is inline with that desired intent and can be coupled with an efficient set of tools within your social media management.

Why Should You Share Content From Lesser Known Sites and Authors?

The Purpose Of Content Curation - There are several reasons you should be properly deploying unique content curation into your social media strategy. A few of them are:

1) Providing selfless value in your streams – Relevant content that your audience will find interesting.

2) Sparking conversation – If your content is always interesting to your audience and is “off the beaten path” from what everyone else is reading and sharing, it will spark conversation. This can come in many forms, but one way a conversation opportunity arises is through a RT or share of unique content you have curated. Use these opportunities to thank and open a discussion and remember that conversations build relationships.

3) Thought leadership – If you always have unique content in your streams that your peers do not, you will build more thought leadership, faster.

The Intended Effect From Content Curation - Unique content curation drives action.

1) Clicks/Views – When the content you share is unique, you will get more clicks and views of what you post. Again, this leads to more repeat and new conversations with your audience.

2) Shares - When the content you curate is unique, more people will Retweet and share your posts. Additional opportunities to engage in conversations and build relationships.

3) Discovery – When you curate unique content that result in more of 1 and 2 above, you will see a rise in the number of people who wish to discover more about you. This will translate into looking at your bio, learning about what you do and clicking to your site, landing pages and content.

Social media has a considerable amount of “noise”. If you are going to be successful using content curation, then you need to be able to cut through the noise effectively. If you are curating the same content everyone else is, from sources that everyone is already reading and sharing themselves, you end up amplifying the noise, not cutting through it.

We all want to be unique in life. We all want to display our individualism and be set apart from the crowd. In our real life circumstances this has been ingrained in many of us from a young age. Unfortunately, too many in social media do the exact opposite and are unwilling or thus far unable to spend the time to ensure they are different in this medium.

To make matters worse, tools like Hootsuite, Buffer, Klout and many others are now “suggesting” content for you to share. The problem is that they are suggesting POPULAR content based on what everyone else is already reading and sharing, adding more noise to your stream. To be effective with content curation, you need to be both efficient and strategic. These platforms are furthering the problem, not improving the net results.

To be clear, I am not saying to NEVER curate content from the top content sites. I’m saying that these sources receive a ton of traffic and social sharing of their content already, therefore making it less effective for your strategy. Be unique.

Curating UNIQUE content is an important way to add value, cut through the noise and be unique. So what should YOUR answer to our opening question be? “I wouldn’t want to frequently share content from popular sites my target audience is already reading and sharing.

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Filed under Audience, Content, Curation, Engagement, Klout, Marketing, Relationship, Results, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Tools

The Social Media Connection Cycle Explained [Infographic]

After many years in the industry, first as a social media agency, and now as a social media marketing software application, we have observed many cycles. As with most industries, there are cycles and flows that appear over time and social media is no different. Though not all social media accounts, brands or industry niches will experience the identical cycles, we have determined that those that really understand social media and are executing it well, will quickly recognize the flow I am about to explain. This concept is something that we have observed, modeled and used for many years, and still do today.

The cycle of engagement with your social media connectionsWithin your community there are ebbs and flows or “cycles” that occur. Though most social media managers are not consciously aware of this cycle, it is occurring nonetheless. So it is very important to understand the cycle, the components included within it and how it should affect your overall focus and subsequent results.

The Social Media Connection Cycle is a natural process that occurs within most social media communities. By community, we are specifically referring to the friends, followers and likes that are connected to you and/or your brand within the various social networks. All of these combined connections can be referred to as your community.

What Is The Social Media Connection Cycle?

The social media connection cycle is the flow of community connections in and out of the relationship sweet spot. This natural cycle is very similar to a businesses prospect, current and past customer flow and can even be seen in one’s individual relationships. Made up of the 5 components of your community, the connection cycle concept will help you visualize the sweet spot within your social following where the magic happens and the activities you can do to continue and grow that sweet stop.

Your Community – As stated above, your social community is “the combined connections you or your brand have within the social graph.” It is the envelope that contains the additional components and other elements of the cycle. The main “bucket” if you will.

Inside of this bucket are the 4 segments of the connection cycle including Relationships, New and Older Connections as well as Highly Targeted Connections. We will define these separate components and discuss their specific role within the cycle, then we will wrap up with the big picture.

First, the above Infographic shows that a “typical” social community is made up of 50% of Older Connections, 30% from Newer Connections and 20% from Highly Targeted Connections. Though the percentages from each of these segments may not be exactly the same for every company, marketer or niche, we have observed this to be a fairly typical scenario that makes up your overall community.

Active Relationships – At the center of the connection cycle are your real, active relationships. These are the connections that you know and engage with regularly.

The active relationship group within the cycle is comprised of portions of your connections that come from Older Connections, Newer Connections and Targeted Connections. Typically the percentages of these groups that migrate into your relationship bucket are as follows:

New Connections – 20% of these flow into active engaging relationships

Older Connections – 20% of these flow into active engaging relationships

Highly Targeted – 60% of these flow into active engaging relationships

It is really important to understand that Active Relationships are often not a substantially growing number or percentage of your overall community. What typically happens is that connections flow into and out of the active relationship cycle from the various connection types, while the overall number or percentage remains fairly constant. This is especially true when your community size is fairly static and not growing at a daily conscious pace. In fact if your social community is static or decreasing, it will often have a direct impact on the quantity and percentage of your active relationships within your social media efforts.

Older Connections – The ebb and flows of your connection types within the connection cycle are often least impacted by older connections, however by no means does that make them any less important. Think of your older connections as fluid relationship connections that periodically move in and out of the active relationship bucket over time. I often think of them as those friends that you get together with a few times a year, and it seems like you start right where you left off last.

The interesting thing we have discovered about older connections is that though only around 20% are inside the active relationship bucket at any given time, they represent about 50% of our new upgraded users in Bundle Post. The important point here is the confirmation that social media is a marathon, not a sprint. Long-term connections, even if they are not inside the active relationship bucket TODAY, do pay off in social media.

New Connections – New connections are made up of new followers, likes and friends that have “recently” connected with you on social media. Often times you can’t immediately establish whether they are a highly targeted connection, nor can they be considered an older connection, however they do represent one of the most important connection types within a healthy social community.

When your social media marketing consciously executes an effective strategy to grow your community, it has a powerful impact on your active relationships. Though new connections typically only make up 20% of your active relationship segment it is one of the factors you actually have control over. When you’re actively and continually focused on growing your overall community with new connections your audience grows, the number of engagement opportunities increase and it directly impacts your active conversations and relationships.

Highly Targeted Connections – The final segment of the connection cycle is made up of Highly Targeted Connections. I say “IS”, but I think the word SHOULD is probably more appropriate. If you are not consciously focusing on the connections within your community that are your highly targeted customers, prospects and influencers, you are dramatically and negatively impacting your social connection cycle. More importantly, your are likely not achieving the kind of results your social media marketing should be realizing.

The Wrap Up

The concept of the social media connection cycle is intended to help you visualize the dynamic flows within your social community. They are active, not static cycles that flow in and out of the central relationship zone, which is the “sweet spot” and where you should be spending your time, focus and energy.

Everything we discussed within this post is predicated on a few things. We are assuming you have a proper social media strategy in place and that you are executing it well. We also assume that you understand the quantity AND quality concepts related to consistent content in your streams every day, all day. And finally, we expect that you have set communication, conversation and rapid response as priorities for your daily social activity. If these assumptions are accurate, then visualizing the social media connection cycle throughout your daily social media management will bring new focus, understanding and opportunities to achieve improved results. Of not, then you are likely experiencing another kind of cycle that has nothing to do with real results…

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Filed under Brand, Community, connection, Content, Engagement, Followers, Infographic, Marketing, Relationship, Results, Social Media, Social Media Management, Social Media Marketing, social media tool, Tools

4 “Not So Obvious” Reasons Good Content Curation Is Important

We all know, or at least you should, that having enough relevant, selfless, valuable content in your streams is highly important. Curating great content from sources outside of your own, in large enough quantities on a daily basis is the center of any effective Reasons Good Content Curation Is Importantsocial media marketing strategy. That selfless value provided to your audience is what tends to spark conversations, establish thought leadership on various topics and earns you the right to “pitch” your stuff.

Beyond the more clear reasons that curated content is effective and used by so many in social media, there are a few not so obvious reasons that you need to be aware of. Understanding these additional objectives when curating enough content in your streams will help you expand what you are doing and the results you can achieve.

But first, what do we mean by “good” content curation?

1) Enough volume in your streams every day, all day. For example, if you don’t have 20 posts a day on Twitter, you’re not being seen much. People aren’t logged in all day watching their newsfeeds, so you have to ensure no matter when they login on any network, one of your curated posts fly by. More about posting quantity

2) Relevant – The content you curate into your streams should be focused on the 3-5 topics that drive your audience when they’re on social media. What are THEY interested in? What drives them to click, comment and like? It’s not about you and what you do, it’s about them and their interests.

3) Unique – The curated content you post in your streams will get the best results if it’s “off the beaten path”. In other words, don’t share the same popular content and sources as everyone else. Be sure the content you curate in your streams is unique and not something your audience has likely already seen, read and shared themselves. You may also want to check competitors streams to ensure your topical curated content is unique from the sources, sites and authors that you are sharing.

So let’s get a little deeper and discuss other human responses that normally occur when your content curation is really good.

4 Not So Obvious Reasons Good Content Curation is Important

Timeline Checks – New connections that you friend or follow often first check your timeline before accepting your request or following back. When your social streams are consistently full of interesting, relevant content, no matter when a prospective connection happens to check your timeline, they will see value and accept/follow back at a MUCH higher percentage than if you don’t have good, consistent content curation in effect.

Attraction – A huge advantage to the proper execution of a great content strategy is attraction. Nailing your topical curation strategy and executing it every day, all day will result in more of your target audience finding YOU. As your consistency and strategy align, you will grow an extremely targeted community at a much faster pace.

Under The Hood – Really good content curation will spark conversations with your audience. If it doesn’t, your strategy or topics are off and you need to make adjustments to your topics, sources and volumes.

You want your audience to learn that no matter when they look, your streams will always have something valuable for them. When you’ve got it right, conversations will result. As your conversations increase, you build relationships and get your connections to want to know more about you. Most do so by clicking to view your bio on that specific social network.

Click – If you’re properly curating, attracting and engaging with the right audience AND your bio is well thought out, it can also drive your connections to click-through to your site from your bio.

Do you see the natural relationship flow that content curation done well can facilitate in your social media marketing?

Do you understand the nuances that proper social media management can achieve?

What changes do you need to make in your social media execution to leverage human behavior to improve your results?

These not so obvious advantages to exceptional, consistent and valuable content curation represent the culmination of what is called social selling. Understand the underlying human activity the typical social network user completes as a normal course of what we discuss in this post, then take the time and effort to ensure your targeting, strategy, quantity and consistency are inline to realize the additional benefits consciously.

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Filed under Community, Content, Curation, Engagement, Followers, Marketing, Relationship, Results, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Social Selling, Strategy

7 Traits That Define A Company’s Business Culture As Social

What defines a Social Business CultureThis last week I was involved in a few conversations that surrounded businesses that are on social media, more specifically those that either are executing it well and those that are just there. It got me thinking about the millions of brands, both large and small that have a social presence, yet clearly do not have a corporate culture of social within their organization. As I pondered this, I also thought about our organization that not only lives in social, but was born out of a social media agency and used this as our guide.

Since many large brands are now in social media and easily garner large audiences due to their prolific branding and massive advertising budgets over many decades, it is important to point out that MOST have anything but a corporate social culture. In fact many of the larger brands we all know around the world have some of the worst social media marketing execution. I am not talking about just the epic fails we read about from these massive corporations, but even their daily social media activities are a slap in the face toward what any experienced social media professional knows about this space.

For this and many other reasons, I personally avoid large brands online. I stay clear of their noise, self-promotion and other social marketing efforts. If I based my shopping on their lacklustre social media marketing and poor engagement, I would never be able to bring myself to visit many stores. But I digress.

Rather than detail all the failings of brands within social media, we decided it might be far more helpful for many small and medium brands to develop a list of traits that are displayed by brands that have created and fostered a corporate culture of social within their business. We got feedback from our awesome community as well and are including their thoughts on some of the traits.

Though this is not an exhaustive list, we believe it embodies the large bucket items that define what a social business is.

7 Traits That Define A Company’s Business Culture As Social

1) Priority Top Down – Bar far, the most important trait that establishes social into a business culture is top down leadership. When the executive team at the top make a clear commitment to social media, done properly, it becomes clear to everyone inside as well as outside that organization. Without embracing social as a corporate priority, social media departments are clearly handcuffed and it shows. Empowering teams around social from the very top of your business not only unleashes the other traits in this post to be free to execute, it mandates the traits into every member of the company.

Tangent – Just last week on a call with our CTO (Chief Technology Officer) going over our development priorities, we were discussing something an existing Bundle Post user brought up that they really needed. Our CTO said “Well that is a current customer that has a strong need, so I think that should be a priority.” Adjustments were made to the priority list accordingly because our entire leadership has a social focus.

When the leaders of an organization have a commitment to and then drive a social culture, nothing but good will result.

Tiffany Keuhl

Keri Jaehnig

Ben Risinger

2) Consistent Communication – A social business culture isn’t just ON social media, they continually communicate internally their social priorities, what those priorities mean and how they are expected to be executed.

Timothy Hughes

Nancy Kenney

Tabatha B

3) Transparency – A social business doesn’t hide their mistakes internally or externally, instead they admit to them quickly and take steps to correct them. They don’t pretend to be perfect and portray a sense of reality of their business that is human and approachable.

Brian Vickery

Bryan Kramer

4) Responsiveness – It’s true that people want to know they are being heard, but even more importantly, they want a response. Social media is social AND media combined. When a brand has a presence but doesn’t respond to the good, bad or otherwise, people feel that they are not heard. Even worse they are made to feel they and their issues don’t matter to the brand. When a brand is responsive to their customers and prospects on social media, and do it in a timely manner, the opposite impression is made. Brands that truly understand this and have a social culture in their organization build life long customers.

SherylBionic

5) Sincerity / Authenticity – It’s one thing to go through the motions, it’s another thing to actually care. When a company has fostered a culture of social in their organization, every team member has sincerity and authenticity in what they do. Customers are never left wondering if the brand cares. It shows through the way the brand conducts their social media efforts.

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RebeccaC

6) Empathy – Social businesses teach empathy within their organization. It is a priority that all levels of the organization understand the plight of their customers before and after the sale. This means that the business educates its teams on the pain points their customers have, how their products and services ease those pains, but most importantly the importance of the customer later in the relationship. Not just the ongoing revenue opportunities down the road, but the utter importance of handling that customer properly when they have a problem.

chloe

7) Customer Priority – The social business doesn’t necessarily believe that customer is always right, but the customer is definitely a priority in the business culture and it shows.

What we find so interesting about these traits is that they are the same traits that any successful business should deploy. What I mean by that is, if the social media element was removed, the leadership, customer centric empathy within all of these traits are what great businesses have been doing for decades. Instill them in your social business culture as well and the effectiveness of your social media marketing efforts will breed loyalty, revenue and sales growth beyond your expectations!

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Filed under Engagement, Marketing, Social Media, Social Media Marketing

Part 2 – 18 Amateur Social Media Marketing Mistakes To Avoid

More Amateur social media mistakes to avoidIn Part 1 of our series on Amateur Social Media Marketing fails, we covered some of the more common mistakes we see on a daily basis. We are continuing our series with an additional nine mistakes that you really should avoid.

Again, we want to reiterate that this post is specifically for those that are using social media for marketing. We also want to restate that there are no steadfast rules to social media marketing, just best practices.

Everything in this post is designed to educate you on things that you may want to avoid and provide you with the details as to why.

 

Here are the 9 additional amateur social media fails:

10) Inviting Followers to Connect Somewhere Else - Someone walks into your store and someone on your staff tells them, “hey, it would be great if you went to our OTHER location on 5th street.”  How well do you think that will go over with your customer? If you wouldn’t do it real life, don’t do it in social media.

Your new connection has connected with you where THEY wanted to. Make the connection valuable and interesting enough for them to WANT to visit your other connection points.

11) Not Following Others - You’re so cool that you don’t care about anyone else but yourself? #FAIL When I see a social account that has thousands of followers/friends, yet follows very few of them back, I run!

There are typically only three reasons that they do this:

a) They’ve purchased friends/followers/likes to appear important.

b) They think they are really important and it’s all about them. (they don’t care about anyone else)

c) They have no clue about social media marketing -or- relationships.

12) Mass Event Invites - So you have a new event and you want everyone to be there so you click to invite people on your friends list. STOP! It is more than acceptable to invite people to your event that you have a relationship with and/or are in the city/state of the event you are promoting, but mass inviting your entire “friends” list is a huge fail.

Would you send invitations to everyone in your address book to a local Christmas party you are holding at your home?  If you answered yes, we really need to talk…

13) Cold Facebook Page Invites - Nearly identical fail to number twelve is mass inviting people to you or your clients Facebook page. If we had a dollar for every time we had been invited to like a page for a company that is thousands of miles away from us, about a product or topic we have no interest in, or from a person that has never engaged with us in any way, we would be driving a Bentley.

Build relationships first and earn the right to pitch what you do, your other social properties and events, etc. – And for the love of everything that is Holy, target your invites to people who are geographically or demographically appropriate! (*takes deep breath)

14) Cold Group/Community Invites - Groups and communities are great for some people and niche topics, but remember that many others don’t think so. Before you invite someone to your group or community, be sure they want to be in it. Recognize that the notifications and noise that many groups generate are much more than individuals want every day. It’s not about YOU!

Build relationships with people you would like in your group and ask them if they’d like to join. Randomly inviting people to your group is such bad form and annoying to most. You’re showing your newbie again.

15) Falling Asleep - Ok, not literally, but figuratively. The best way to kill your social media engagement is to not respond when mentioned. On the same note, the slower you DO respond, the less effective you are going to be.

16) TrueTwit Validation - Probably one of the biggest Twitter newbie fails is TrueTwit. Imagine starting out a relationship with a new connection telling them that you don’t trust them and you are also too lazy to look at their bio to determine if they’re real or not. THAT’s what you are doing by using the TrueTwit app.

Read more on the fail that is TrueTwit click here

17) Klout Focused - So you got Klout game? So what… We suggest that you spend far less time focusing on your Klout score (which can easily be gamed and has no relevance to your social media marketing skill, ability or results) and focus your time on actually getting real results.

Because you have a number that makes you feel important, does not change your pocketbook. Focus on real results and the things that you should be doing to get them.

18) Cluster Posting - Since social media marketing is not your “real focus” and you’re awful busy, posting 22 pictures in a row on Instagram every morning, 14 Twitter posts that same hour and 8 Facebook posts that afternoon makes sense. At least you got your required number of posts done today, right? Not so fast.

Cluster posting as we like to call it is kind of like the person at the dinner party that never shuts up, takes over every conversation and makes everything about them. Don’t be that person. Spread your posts out across the entire day, every day. Do it consciously, with intent. You’ll lose less connections, frustrate fewer people and most importantly get way better results!

Wrapping It Up

You really need to understand the why surrounding what you are doing in your social media marketing, not just the what. Understand the effect your activity has on your connections and the things you should really avoid doing. If you are just doing something because you saw someone else do it can be a recipe for disaster.

Did you miss Part 1? Read it Here

What stood out to you in this series? Is there anything you disagree with?

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Filed under Engagement, FAIL, Followers, influence, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Strategy, Twitter, Uncategorized

18 Amateur Social Media Marketing Mistakes To Avoid – Part 1

Social media marketing isn’t rocket science, however there are an incredible amount of details, nuances and procedures that not only take time to understand, they’re changing on a daily basis. If you’re using social media for marketing, you are constantly bombarded with tools, activities and methods from thousands of people. Without knowing, we often replicate what we see others doing without regard for that persons experience, methodology or effectiveness.

This post is designed for anyone attempting to use social media for marketing. If you are a happy social networker that could care less about the marketing elements of this space, this is definitely not the post for you.

Amateur social media mistakes to avoidThough there are no specific “rules” to social media marketing, there are best practices, methods or procedures that are considered to be proper etiquette or conversely, actions that are just plain amateur. You are free to use social networks in any way you choose, but you need to understand that the activities you employ and the conduct you display says an awful lot about you, your experience, professionalism and real understanding of what social media marketing is.

One of the most frustrating things about some of these mistakes is that many that claim to be social media experts, consultants and coaches make them every single day. It never ceases to amaze us how when the inexperienced are leading the less experienced, a large population of ineffective marketers result.

In an effort to avoid furthering ineffective activity, we have put together a short list of amatuer mistakes that we see on a daily basis. Following are the first nine, which represent some of the most common newbie mistakes we see all too frequently.

Are you making any of these amateur social media fails?

1) Automated DM Pitch - We just met (connected) and you’re already trying to take us to bed? Date a little before doing beginner things like this.

2) Spam Tagging - Don’t tag people in posts that pitch your stuff or link them to your blog post. Just like in the real world, you need to EARN the right to share your stuff.

3) Group Tagging - I know you’re busy, but there’s nothing at all personal about tagging 12 people in a post to thank them all at once for sharing your post. This not only won’t build a relationship with any of them, it won’t make them want to share your stuff much longer if they’re simply grouped up with a bunch of others.

4) Keyword Spam Tagging - This is one of the biggest social media marketing fails of all. Searching for a specific keyword/phrase used in posts on a social network, then based on the keyword, tagging the account in your sales message.

Social media requires relationships and conversations. If you don’t know someone who is using a keyword or hashtag or have not yet built a relationship with them, it’s no different from sending cold spam emails. Don’t do it!

(BTW – we ALWAYS report and block for spam like this)

5) Automated Engagement/Responders - Social automation is required to be effective and efficient. However, automating “engagement-like” messages to your stream is simply amateur and everyone can tell it’s automated. It’s like being in the first century and screaming into a crowd that you have leprosy. Nobody wants to be around you.

6) Automated “Newspaper” Posts - Lazy much? Automating these useless things to your stream and tagging people in them provides what value?

Posting that something someone tweeted was so good you added it to your “rebel page”? Really? Why would I want it there and not shared or RT’d on the platform in which I posted it. If you think you’re doing anyone a favor, you should think again.

7) Automated “Top Influencer” Posts - This one seems to be used most by folks that have no strategy and really put little effort into their social media marketing. Tagging people who you never engage with in order to claim how cool, influential or engaging they are isn’t very helpful to anyone. In fact, everyone knows it’s automated and you never engage or do much else on social media anyway. We don’t recommend it.

8) Cryptic Bio - Imagine going to a live networking event and you meet someone for the first time. You ask them what they do and they avoid the question or give you a lot of cryptic gibberish. Trust is immediately in question and you will tend not to engage in a conversation with them much further.

Be clear and tell people who you are and what you do. This builds initial trust and will increase social selling opportunities that come to you automatically.

9) No Name In Bio - People connect with people, not small brands and logo’s they’ve never heard of. Now we know you are very proud of your company and want it to be huge like Starbucks or Pepsi, but you’re not yet. So treat your Twitter profile as if you are attending a live networking event. You wouldn’t put “ABC Company” on your name tag, would you? Tell people your name so they can connect with a human. Do it right and they’ll want to know what ABC Company does.

We continued with Part 2 of our post and you can Read Part 2 now. In the meantime, consider these 9 best practices and upgrade your executional efforts to things that will actually get real results.

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Filed under Engagement, FAIL, Followers, influence, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Strategy, Twitter

The Two Acts Of Social Media Marketing

Social media marketing today requires many different components that work together to achieve a desired result. From objectives, targeting, strategy and execution, the components must work together effectively. Combining the many analysis and executional elements are essential to an integrated social media program that can realize the defined objective.

The two acts of social media marketing are attract and reactExecutional forces such as content marketing, engagement, curation and community growth are all actions contained within the overall objective. Together these executional elements are made up of two distinct “Acts” of social media marketing.

Attract and React

Let’s define and break down both of these “Acts” to better outline what they are, how to use them and the importance they play in your social media marketing efforts.

Attract

at·tract[ ə trákt ]*

  1. entice somebody: to be appealing enough to make people visit a place or spend their money
  2. get response: to win or illicit a response from people, especially support or encouragement
  3. draw somebody’s attention: to draw or secure somebody’s attention, or become the focus of somebody’s attention

*source – Bing Dictionary

Everything you do in social media should first be designed to attract. If real results are desired, enticing your audience to get a response from them and draw attention are the attraction functions that you want to garner. To attract your target audience, there are four things you need to do;

1) Provide Value – In order to attract your audience you need to know what they are interested in. (Hint – it’s rarely what you do that interests them) Do the work to determine THEIR interests and make those topics what drives your posts.

2) Be Unique – It never ceases to amaze me how marketers and professionals in this industry (terms used very loosely) do, act, write and post the same things. If you want to attract, be different. Share different content from different sources than everyone else. Set yourself and your brand apart from the rest of the noise

3) Be Consistent – Probably the most overlooked and underutilized attract element within social media today is consistency. Consistency in posting regularly, of message, of topics, of hashtags, and responding. Everything must be consistent to attract your audience.

“If you don’t have a pole in the water, you’re not likely to catch any fish. Consistently have a line out attracting your audience.” ~ @fondalo 

4) Earn It – Look at your social media marketing results as something you earn. You earn results based on the value, uniqueness and consistency you bring to your execution. You attract and grow a community based on doing these things effectively and with sincerity, every single day, over an extended period of time. It’s a marathon, not a sprint!

ReACT

re·act[ ree ákt ]*

  1. respond emotionally: to respond to something by showing the feelings or thoughts it arouses
  2. respond by taking action: to respond to something by taking action

*source – Bing Dictionary

When you have effectively employed Attract into your social media management, you then want to execute and achieve the second “Act”, which is React. Reaction from attraction can be positive or negative. In our discussion we are going to make the assumption that you haven’t done anything stupid and/or are fortunate enough to avoid the many trolls online.

If we are looking for positive reaction to our attraction efforts, we want deep responses that draw on emotional impact. In other words, knowing your audiences pain points so well that empathy is displayed and feelings from your audience spark engagement with you or the content you create or share.

The end game of your social media management should drive reaction, then action. Clicks, shares, likes and comments that further your reach, thought leadership and relationships, one to many. You want your audience to take action.

The way YOU react when they do take action is the difference between furthering that relationship or starting over with someone else. More on that here.

Take time to ensure that you have the two Acts of social media marketing present in your strategy AND execution. Combine these priorities into a workflow that can be scaled and replicated efficiently, then watch your results improve on a daily basis!

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