It seems that the basic rule of thumb for your company’s involvement with social media should be to treat your target audience as you would want your best friend to treat you. You don’t become best friends overnight, right? So, pretend you’re back in the first grade. You have to introduce yourself. If you don’t walk up to the shy kid in the corner how will you ever know that they could be your best friend one day? Be the outgoing one and take the initiative. You might need to keep coming up to them each day at school until they warm up to you (Repeat Exposure). Once they start talking, it’s time to take a step back to let them have the floor. You’ve been talking all week and now it’s time to hear more about them. If you play your cards right by getting to know each kid in your class and letting them get to know the real you, you might get invited to a birthday party. In the social media world, this could be the equivalent of being retweeted on Twitter, liked on Facebook, or introduced on LinkedIn. This follows The Law of Compounding. Think of all the new friends you could meet at the party! When your birthday rolls around (This could represent your company’s call to action) and you send out invitations, you just might get a Big Win when one of your new friends gives you a shiny new bicycle (Perhaps your company lands a large contract). Many of the kids (prospective customers) you meet in elementary school will grow up to be lifelong friends (loyal customers). You have to earn this type of relationship by being a good friend and reaching out to them when they have a bad day (or when they tell you they are dissatisfied with your product).
Eventually you will all grow up and be in search of different relationships. Whether you are looking for someone to date or marry, you will most likely ask your friends first if they know of anyone. The same thing applies when potential employees and companies are looking for a good match. They are diving in deep to social media channels to learn everything they can about one another. If you haven’t already established a positive personal brand, you stand a great chance of being overlooked by recruiters. They have to weed through an enormous amount of information to find you and determine your influence. Have strategy for a way to stand out as an individual.
What’s the bottom line? Be friendly. Be real. Be proactive.
Questions to think about:
1. They say you shouldn’t worry about “likes” and followers because the focus should be quality versus quantity. Big Wins aside, how do you measure the success of your social media? Does it vary by channel?
2. You have to establish a relationship with your customer before asking something in return from them. How do you know when they are ready to receive your call to action?
3. I see Google+ as a strong player in social media. I haven’t seen much from Bing other than the fact that they will be teaming up with Klout to help monitor your social media influence? Are they doing anything else in the social media world to keep up with Google?