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What are the best ways for companies to truly engage with their fans and followers on social media?
Engagement seems to be the buzzword right now, but what does true engagement look like? What are the best ways to really engage with your customers on social media?
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Make it about them, not you.
Too often, I see brands using social media as simply another broadcasting channel. To really get the most out of social you need to find ways to inspire your fans and followers to participate in the conversations, events, and activities around your brand.
When you're looking at how to develop and engaged social community, there are a number of things you MUST consider:
1. Who is your audience and what makes them tick?
Basic Persona 101 stuff - know who you're talking to and what they are into. Get inside their heads so you can figure out what matters to them, what type of voice they're most likely to respond to, what they find funny, where they hang out, etc.
2. What content will really grab these guys?
With social content, you're trying to hit three levels of engagement:
Level 1 - consumption (reading)
Level 2 - engagement (commenting)
Level 3 - sharing (having enough interest and faith in your content to promote it to their network)
Get strategic about different topics and types of content that will deliver the goods in a social setting.
3. Where is the party?
There are a number of social platforms available - you need to know where Your People are hanging out so you can bring the conversation to them. Social is all about being in the right place at the right time with the right content. Miss any one of those three and your efforts will fizzle.
Finally, think about how to create a culture that your audience will embrace. I use Lady GaGa as a great example of this. She calls her fans "little monsters." They have special words and gestures that they use to identify themselves. Lady G has created a exclusively inclusive club for all of her fans, and they wear the badge proudly. Her moniker of "Little Monsters" is part of how they identify themselves in their own social circles - promoting her brand in a very powerful way.
I could go on and on (and on), but work is calling, so here's a link to a couple posts I've written on related topics:
http://www.suddenlymarketing.com/the-secret-to-getting-your-content-shared/
http://nhwn.wordpress.com/2010/12/02/building-your-social-network-from-scratch/
http://savvyb2bmarketing.com/blog/entry/1471301/the-3-secret-ingredients-of-v...
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