This weekend I was watching the movie Robots, with my four year old. If you have kids, you have no doubt seen this comedy filled movie with a great story about overcoming social status, wanting to do something great and believing in yourself. Beside the film being quite entertaining and a lot of fun, there is a great thread of business and social media wisdom throughout the movie, in the form of a quote.
“See A Need Fill A Need” is something Bigweld says that inspires the main character “Rodney” to invent new technology as well as help fellow robots that can no longer obtain spare parts.
Here is a quick trailer for the movie.
If you don’t have kids or have never seen this classic animated film, you’re probably asking yourself , so how does all this kids stuff connect to social media? What’s worse you’re may even be ready to close the post and move on, but I challenge you to stay with me on this one.
Social media marketing must have a strategy for delivering value to your audience to be effective. The strategy should be designed around the topics and interests of that audience that may have nothing to do with what your company actually does. So it is your job in social media to determine the needs of your target audience (their interests) and fill that need with content.
For example: If your target audience is stay at home mom’s and you are sharing posts about your cleaning products without also sharing content about parenting, kid friendly events and funny kid stuff, you aren’t effectively seeing the needs of your audience, nor are you filling the needs they have.
Here are some tips for identifying your target audiences social media content needs:
1) Clearly define your social media audience.
Be very specific here. Knowing what your target audience really looks like demographically and even geographically is important. Everyone is NOT your target market.
2) Investigate the websites and social media accounts they frequent.
Knowing the brands and social media accounts that likely have communities of your target audience will provide you details about your audience very easily.
3) Observe what content topics they tend to share, comment and like the most. (usually it’s 3-5 topics)
Put yourself in your target audiences shoes. If you were them, what would drive your interests when you logged into social media everyday? Watch your customers and prospects on other social media sites and with other brands to determine the topical drivers.
4) Stay clear of the larger brands for social media marketing and content topics.
Most major brands don’t do social media correctly, and they don’t really care to. They simply leverage the billions in branding and marketing they have already done over the years into the social space as an additional channel to pitch themselves. Everyone else has to do social media properly if they intend on getting any real results.
So, properly seeing and then filling the interest needs of your social media audience is the best and proven way to increase conversations and build relationships with them. The value derived from doing this effectively is that the relationships that result will be your best opportunities to realize increased revenue and ROI through social media marketing.