There are few who are social marketers that actually love analytics. Likewise there are few who write marketing copy, status updates or builds communities using social networks that love statistics. We are social people who like being social. That’s what makes us good at social media. Social media professionals are far more expressive than analytical. However, our job as professionals demands that we be analytical as well.
Objectives & goals set us apart as professionals
The thing that separates us from the non-professionals is that we have objectives and goals and are held accountable for creating demonstrable results. We need an easy to use tool to help us to justify our time and marketing direction to our clients. We need a tool that helps us to course correct. It’s necessary to move towards our goals and objectives. SocialReport focused on finding solutions to reporting and analytics problems and helping people to succeed with their social marketing campaigns. We need a powerful but easy to use tool set to measure and monitor our online activity.
Social media is social. It’s about people. It’s about getting others to see a little bit of themselves in us. It’s about being friends. It’s about creating a community. It’s about converting followers into fans of our brand, product or service. It’s about being genuine and authentic. It’s a people business and as people, the majority of us are driven more by emotion than actual facts. Every good sales person knows this. How people feel about our brand is critical.
I can back this up by discussing more complex concepts such as cognitive linguistics, ambient awareness, managing and understanding different the types of personalities, individual communication strategies and behavioral science.
In the end, most of the time, people don’t know why they respond to things or what they are actually revealing through their responses. The truth is, it doesn’t really matter either. I just need to know how to create the right stimulus that people will respond to and how to create the right emotional attachments to the brand. I also want to write in a way that allows people to create mental anchors to the brand. But first, I have to give them a reason to listen and to care. That starts with me. I have to care first and I must be genuine about it.
Social media isn’t a megaphone
One-way marketing messages do not and will not work in “social” media. Conversation does. The only way to get around this, is to have an already established brand that has been running a successful traditional marketing campaign for a long number of years or a news service and even for many of those brands, they are successful in the social media space because they are responsive and conversational. There are a massive number of case studies to support this.
af•fin•i•ty [uh-fin-i-tee] noun
1. a natural liking for or attraction to a person, thing, idea, etc.
2. a person, thing, idea, etc., for which such a natural liking or attraction is felt.
3. relationship by marriage or by ties other than those of blood (distinguished from consanguinity).
4. inherent likeness or agreement; close resemblance or connection
In the end, social is a two-way and not a one-way communications device. Increasing engagement is directly proportional to increasing stimulus. What I am looking for is intensity of feeling towards the brand and increasing the intensity of conversation around the brand.
Be a good host
In many ways, services such as Twitter are like a talk show. We need to relate with our audience. That means breaking the fourth wall. Talking at people instead of talking with people is not social. It’s not networking. It’s advertising. Advertising is also good but that’s not the purpose of a Twitter account or even a Facebook page. They are PR tools and I’m acting as a spokesperson. I’m not giving a speech. I’m participating in a conversation around my brand and with my community.
Think about going to a party and not listening or responding to conversation. Imagine going to a party and just talking and talking and talking… Not a two-way dialog but just talking at people. Twitter and Facebook are the same way. My job is to gather a crowd. That means being witty, funny, engaging and interesting. It does not mean making pitch after pitch. That approach doesn’t work in real life. It doesn’t work online.
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