In our first post of this series, we attempted to define and detail social media friction and the general consequences it can have on your overall social media management and results. We also listed two of the main friction groups that most marketers need to focus on, which were 1) Promotional/Results Friction and 2) Process/Workflow Friction.
In this second blog post of this series, we are going to focus on the friction that often accompanies Promotion and Results.
What Is Promotional/Results Friction?
My definition of Promotional/Results friction is anything that hampers your social media marketing results.
Think of this kind of social media friction as anything you are doing or not doing that creates friction between your community and what you do/are marketing. Conversely, frictionless promotional/results would be having everything across your social accounts easily understood, discoverable and found.
Examples Of Results Friction:
1) Poor BIO – You are creating friction with your promotional results if your bio is done in such a way that people leave having no real idea what you do. This is a common friction point across the social graph.
2) No Link – If you are using social media for marketing and have no link in your bio, on your page or profile, you are creating friction between your connections and results. Along the same lines is having multiple links in your profile. Keep it simple and frictionless for your connections.
3) Bad SMO – Bad social media optimization of your website, blog or other web properties is a common friction point in social media marketing. Remove the friction by ensuring you have links to your social accounts prominently displayed on the top right of every site/page your audience visits. Make it easy for them to connect with you and your brand wherever THEY want to. Friction is making this a difficult task for your community.
4) Bad Landing Pages – Do you know where you are sending your connections when they click the link(s) in your personal and brand social accounts. Is there unified messaging on the pages? Are you confusing your prospects on social media with messaging on your website or landing pages that are unclear?
All of these examples can create friction that is effecting your bottom line results. Strive to create a frictionless experience for your audience and make everything easy to understand.
Identifying Results Friction:
Many of these friction points can be easily identified by simply reviewing your social accounts with these things in mind. Less obvious friction points can be discovered by paying attention to your audience and their interactions with you.
Are people asking what you do? – If people have to ask what you do, you have created friction with your social media marketing. If you frequently get this question, you definitely need to examine your profiles, messaging and landing pages to determine the friction points that are causing the confusion.
Do people seem uninterested in what you do when you bring it up? – There are usually two scenarios that cause this:
1) You have a product or service they don’t want/need
2) They do not understand what you do and don’t want to appear dumb by asking.
Here’s something to help you conceptualize frictionless promotional/results – “Conversion = Providing value greater than cost with a process that easily facilitates the customers decision” @fondalo
Social media marketing and management is challenging in and of itself. Making it more difficult to achieve results by adding friction between your community and what you do is liken to shooting yourself in the foot. Identify and the promotional/results friction that exists in your marketing efforts and take immediate conscious steps to reduce and remove them.