Tag 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 Significant Advantages You Have Over Big Brand Social Media

Social Media AdvantagesSocial media marketing often gets media attention and viral activity when big brands create a big budget video designed to attract attention and be shared. Consumers often connect with humor or emotion contained within such videos, share them and the next thing you see is the media and news sites writing about how awesome or effective the campaign was and what you need to learn from the situation for your brand. Sound familiar?

Big brands are also singled out when they commit an epic fail within social media marketing. Writers and the media love to jump on the bandwagon for these situations and turn another company’s misfortune into traffic, viewers and subscribers.

In both cases, there are often few connections between these fortune 500 companies and your business or personal brand. Nothing they do within social media can seriously be translated over to what YOU should be doing. In fact, it is my belief that most major brands are largely clueless about social media marketing, engagement, relationships, selfless value and their audience. And you know what? They don’t have to.

Large brands have spent millions and probably more like billions on branding, major media advertising and exposure over the last 15 years prior to the heydays of social media. Their purpose and focus for being in the social graph is more liken to being forced into it or solely to further their other advertising efforts, rather than a corporate culture shift that compels them.

Let’s be very clear here. I am not speaking about EVERY major brand out there, but certainly MOST. Don’t believe me? Just mention your favorite major brand on Twitter, or comment on a post on their Facebook fanpage and prepare for the ignored silence you will receive. For most it is about branding and additional impressions, not relationships, conversations and connecting with their audience.

Having said this, there are several distinct advantages that small and medium-sized business (SMB) marketers and brands have over large behemoth corporations that you may not consider. Understanding these advantages and leveraging them within your social media management is paramount to winning in your space. Let’s outline a few of these advantages.

“there are several distinct advantages that (SMB) marketers/brands have over large behemoth corporations”  Tweet:

4 Significant Advantages You Have Over Big Brand Social Media

Decision Making – One massive advantage you have as an SMB is a lake of corporate bureaucracy. You have the freedom to make decisions and execute on them without committees, corporate politics and meetings. You can perceive needs, identify opportunities and respond to them as you see fit.

Nimble – In business there is something to be said about having speed. Speed to market and the ability to shift, change and pivot are distinct advantages online. Having the freedom to make decisions and the ability to quickly act upon those decisions is incredibly valuable to a social business. Market changes, trends and the latest news provide opportunities to the nimble brand within social media. Your ability to act upon these information pipes faster than the larger brands should be an important part of your social media strategy.

Relevant Value – As we defined above, large brands often make their social media marketing an extension of their media advertising and branding efforts. YOU have the ability to transcend branding and elevate your efforts to the human level. You are able to share relevant, selfless content with your audience that big brands don’t. You’re able to comment on your target audiences posts and open communication channels that build real and lasting relationships.

Understanding this point and executing it properly, provides your SMB with numerous opportunities to out maneuver big brands and gain traction far more rapidly than they ever could.

Mistakes – Finally, you can make mistakes with your social media marketing efforts with far less impact to your brand. You’re not a massive publicly traded company with executives that are far more afraid of what could go wrong within social media, than how to make it effective. You can make mistakes, own them, apologise and move forward without a massive media or social graph backlash that requires thousands of dollars, public relations repairs and time to heal from the impact. You can press your social efforts ahead without fear of making a brand-killing mistake. Talk about freedom!!!

As you finish reading this blog post and go back to your day, I would like to challenge you to consider these advantages. Ask yourself if you are actually leveraging them in your favor. At the end of the day, you have many opportunities to be more effective than these big brands. Maybe not in raw numbers, but certainly with more speed and as a percentage.

Stop trying to emulate what big brands do in social media and instead focus on being human, engaging and with selfless value. At the end of the day THIS is where you can outperform your biggest competitors.

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Filed under Brand, Content, Fanpage, Followers, Marketing, Relationship, Social Media, Social Media Management, Social Media Marketing, Strategy, Twitter

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.

richtatum
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

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

75% of Social Media Marketers Want Better Tools, 88% Better Results [Report]

In the final post of our in-depth social media marketing survey, we asked hundreds of social media marketers, brands and agencies about their social media tools. Some of the results even shocked us!

Social media tool survey report shows that 75% of social media marketers want better tools! As we tried to better understand the current state of social media tools, we started this section  of survey questions with something very general. Only 38% of marketers indicated that they are 100% happy with their social media marketing tools. As the questions within this section of the survey got more and more specific, we noticed that respondents seemed to clearly define things they were not happy with, leaving us questioning whether those who said they are 100% happy, really are truly happy.

Social Media Tools Survey:

I wish my social media tools required less of my time54% responded that they desired to spend less time with the social media tools they’re using. In contrast to the 38% that said they were completely satisfied with their social media marketing tools, more than half believe that they require too much of their time. The need for tools that increase social media marketing efficiencies is clearly needed.

I wish my social media tools increased my results – As with all marketing efforts, marketers need to get a return on investment. The amount of human resources, time and expense required to be effective with social media marketing is substantial and an investment in tools should increase the net results. An enormous 79% of respondents said that they agreed or strongly agreed with this statement.

Combining the two above questions to read “Tools that improve my efficiency and results are valuable” resulted in 93% of the marketers surveyed stating that tools which accomplished both time effectiveness AND improved results were valuable to them.

I want better analytics and reporting tools – With the gluttony of social media analytics and reporting tools, it was somewhat surprising to us that a large majority of 78% of marketers stated that they wanted better tools for this function. Only 19% disagreed or were undecided. These numbers clearly show the dramatic dissatisfaction marketers have with the available reporting tools on the market. It was unclear what would constitute better for those that responded to the survey, but we suspect that it is a combination of the exorbitant cost for the more sophisticated tools and the lack of meaningful data provided by the free and less expensive ones.

I want better social media management tools75% of brands, agencies and marketers surveyed said they wanted better social media management tools. Surprised again with the discrepancy from question number one that showed 38% were 100% happy with their current tools, marketers still seem to have needs that are not being met by the main tools on the market.

I want to spend more time engaging/measuring – When asked about where marketers wished to be able to spend more time, a massive 88% said they needed to spend more time on engagement. This is no surprise to us since conversations, relationship building and interaction are the things that typically drive real results in the space. When time is diverted to other social media tasks, real results tend to drop and that is the driver for those that responded to this question.

I want better results from my social media marketing – Another massive 88% response fell on results. Marketers need tools that improve the net results of their social media efforts.

We believe this section of the study depicts an industry that is flooded with tools and applications used by marketers that are not addressing their real needs. It also appears to show that efficiency and effectiveness improvements are the main holes not being addressed by tool creators.

Brands, agencies and marketers should take a step back and evaluate the tools they are deploying to manage their social media efforts. They should look for case studies and factual information that define a specific tools value and gravitate to tools that can really deliver on the efficiency and improved metrics.

The additional posts from this series:

Where Social Media Brands, Marketers And Agencies Spend Their Time [REPORT]

The Importance And Challenges Of Social Media Content Curation [SURVEY REPORT]

The Top Social Media Dashboards And Tools Marketers Use [SURVEY REPORT]

The Two Biggest Challenges Faced By Social Media Marketers [SURVEY REPORT]

 

 

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Filed under Engagement, Marketing, Relationship, Results, Social Media, Social Media Management, Social Media Marketing, Social Media ROI, survey, Tools

The How To’s of Customer Targeting, Acquisition And Retention In Social Media

In a report released earlier this month, “Over 85% of US marketing executives cited acquiring new customers and increasing retention as the top two 2014 marketing priorities.” After reading this, I asked myself when isn’t that the top two priorities of most executives? Isn’t that why a business is marketing to begin with? But I digress…

Customer Targeting Retention & Acquisition in Social MediaThe report further outlined that Executives said that “getting or holding target customers’ attention, as well as finding their target audience online, were the top two major challenges.

I find it interesting how larger brands and agencies find these things so challenging. They have the biggest budgets, the most resources and yet still navigate the online marketing world as if it is print or television. In today’s social networking world, finding your target audience couldn’t be more simple. Holding the attention of target customers is really just as easy, if in fact you are doing it properly.

What small, local and medium businesses lack in the form of resources and budgets, they more than make up for in common sense, nimbleness and the ability to effectively execute quickly. If and only if you understand one simple truth about digital marketing in today’s world…

It’s NOT about YOU!

The reason most of the big brands see the issues outlined in this report and challenging is because most have yet to recognize this fact. Big brands often solely self promote their wares and create a persona of “too good to engage” to their audience. A quick scan of most brands social media feeds and mentions will uncover huge communities that are attempting to engage with their favorite brands and those same brands ignoring the comments, mentions and engagement by the very target customers they say they are trying to find and hold attention with. Is it really this difficult to understand?

Acquire and Retain Customers:

If your priority is to acquire and retain customers, engage them. Make them feel wanted beyond their pocketbook. If you ignore your audience, they’ll not be your audience for very long.

Get Attention:

If you want to get the attention of your target customer, create and curate content that they are interested in. It might not have anything to do with your industry, product or brand. Meet them where their interests are and make your feeds be about them, not you.

Find Your Audience:

If you want to find your target customer, simply search for the people that are your target, connect with them and show interest in who they are. There’s no place this is done any easier than Twitter. I have said many times that Twitter is the hub of social media marketing.

The Wrap Up:

In an age where Facebook organic reach is declining to ultimate zero and the need for real results from social media marketing and other online channels are increasing, marketers need to adjust their “we’ve always done it this way” mentality. SMB’s need to better recognize the opportunities readily available and gain the knowledge and executional capabilities required to capitalize on them.

Twitter is your friend, learn it and execute it well to grow your targeted community. It is one of the only social networks that enables you to easily find and connect with your target audience easily.

Facebook now requires you to pay to reach the audience you already invested heavily to grow. Recognize this and either establish a budget to do that or maintain your presence there, but get better elsewhere.

Above all, look at your social media connections as more of an intimate one-on-one relationship, rather than an audience for your advertisements. If you stop ignoring your community and respond to their mentions, seek to converse with them about what they’re doing and curate recent relevance based on their interests, you will earn their respect and gain their interest in what you do.

 

 

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Filed under Brand, Community, Content, Curation, Engagement, Facebook, Marketing, Results, Social Media, Social Media Marketing, Twitter