Tag Archives: attract

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.” 

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.

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

How To Determine Topics For Your Social Media Content Strategy

Content is not the king of social media marketing, but it certainly is the starting point that drives conversations, action and results. Having and executing an effective social media content strategy is the difference between your brand being in social media and getting results in social media.

Social Media Content StrategyI have discovered that there are typically three to five main topics of interest that social network users are most attracted to. Those topics are typically different for everyone, so knowing what they are for your specific market is tremendously important.

I have also found that there are three basic steps that can help you determine the topics your social audience is most interested in.  Follow these steps and combine it with an appropriate volume of posted, curated, shared and your created content to get the best results.

Three steps to determine topics for your social media content strategy:

1) Know Your Audience – Knowing your audience is the most important step in the content strategy process. You need to clearly define who you are trying to reach, very specifically. Define them demographically (statistical characteristics), geographically (location or locations) and psychograhically (personality, values, attitudes, interests, and lifestyles).

*Don’t forget things like gender, age, income levels, etc.

2) Research – Once you have defined your clear target audience and know a few specifics about who they are, do your research. Here are some things to consider:

  • Current Customers – Ask your current customers this question… When you are on Facebook, Twitter, LinkedIn etc., what content topics interest you the most?
  • Competition – Investigate your competitors pages and social accounts. What topics that they post about get the most comments, likes, shares and conversations. Be sure the followers of those accounts are your target prospects also, or the information you obtain will lead you on a wild goose chase with your own strategy. Many brands social media marketing and content strategies are often focused on their peers, not their prospects. Don’t make the same mistake!
  • Search Engines – Use your favorite search engine to find statistics and information about your target audience. The internet has a ton of information, government and private studies, as well as news reports that will easily point you to topics your audience favors.

3) Test/Measure – After you have narrowed potential topics down to 5-10, start sharing news, blog posts and other content surrounding these topics to your streams. Aggregate content around then topics and post them in your newsfeeds consistently everyday. Measure the engagement, clicks, likes and comment rates around the topics. This will narrow you down to the top three to five that your audience most responds to.

Once you have determined your target markets three to five driving topics, you will want to slowly and steadily increase the volume of posts you are doing across the social networks you are focusing on. If you have properly identified the right topics of content to share, this will rapidly increase the amount of conversations, clicks and relationships you have in your community and more importantly get you on a path to improved results.

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Filed under Community, Followers, Marketing, Monitoring, Relationship, Social content management, Social Media, Social Media Content, Social Media Marketing, Strategy