Tuesday, January 29, 2013
What's Your Social Media Goal?
What's on the iPod: Portland by Middle Brother
Note: Sorry about the word verification glitch. I hate having that thing anyway, so I've removed it for the time being. If the spam returns, I'll have to put it back up, but for now, let's hope for the best.
It was nice to have a day yesterday where nothing was pressing. I was able to kick back a little and get some personal projects front-and-center. I have some poetry that's been burning to get out, and I devoted a few hours to that.
In working out a social media strategy, I was tasked with defining the goal of the strategy. Do you consider that when you log on to Twitter or head over to Facebook? Probably not. In fact, most of us don't. We're there to communicate and have fun, or market and bother the hell out of people with a proliferation of links. Hopefully you fit into the former group and not the latter.
"Big Data and Survey Data Revolutionizing Business Decision Making" (link removed)
You've probably seen tweets just like this one, which was repeated ad nauseam in the person's Twitter history. In fact, when I follow someone, I first check out their post history. If I see repetition (blatant), I delete their request. So if you're using the same type of tweeting process, how exactly are you appealing to the masses?
Oh wait. You're not.
An easy mistake. We think "networking" and confuse it with "marketing" and we further confuse "marketing" with "bugging the sh*t out of people."
So how can you send out better tweets and stop bugging people?
With goals, of course.
What are some good goals to have?
Quality volume. Sure, you want people to follow you and on Twitter you can get 1,000 followers just by showing up. But what you want is to be followed by people who are in a position to need your services. So as much as you love being followed by sex therapists and dog trainers, unless they're your main client, you'll be, er, barking up the wrong tree.
Engagement goals. It's not enough to say you want people to interact. You have to know to what end you'd like that to happen. For example, Company A might want people to follow their Twitter profile and tweets because they want customers to try out and buy their online banking software. In order to build a good strategy, they have to know that specific goal so that the tweets can have that message in them on occasion.
Brand recognition. There are a handful of great people on Twitter with whom you'd love to be acquainted. I remember asking someone why I suddenly had so many great people wanting to follow me. He said "Because you were liked (and mentioned) by the highly popular [name omitted]." I didn't realize I was talking to a guru. I was just having a nice conversation with someone who engaged me. She did it right -- she reached out and built a bridge without any thought to how I might serve her purpose someday. That strengthened her brand. Hell, it created her brand. I hadn't heard of her until Twitter, and because she was an early, smart adopter, she became quite popular. Use her example. Be known for being in the conversation.
Image. Sure, you can be like @PauloCoehlo who puts lovely philosophical quotes out there (in both English and Portuguese) and who puts out quotes like this: "Sometimes I adore Sao Paulo so much I want to make love to the paving stones...." However, unless you're an international best-selling author too, you might have to put a little more work into your image. A good goal should include the image you want to portray and how you'd like to achieve that goal.
What is your intent when you tweet or use other forms of social media?
What goals can you set for yourself right now?
How can those goals improve your marketing?