In order to build your social strategy and stand ready for scaling it, I recommend the video below in order for a deeper view and perspective on this post of mine:
What is highly interesting, is that most companies have understood that they are in need of a digital strategy in order to reach targets. What is sad is that many still believe a social media strategy is: “We are on Facebook” and .. “We have an app where you can read of our products” etc. There are many strategies which must turn from this “live-your-own-life” idea into a scalable, measurable and attainable platform. The need for answering the questions: WHO, WHEN, HOW and WHY are as important in this field as in any other strategy. Surprised? I hope you’re not.
What is even more important to understand is who interacts with your social media tools on various locations. Taking for granted that your customers are the only ones who interact with your messages is a big mistake often spotted. In fact, your customers are not always those who are your fans. Surprised? Let’s go through this. You have 7 important target groups to consider when you form your web strategy and your social media strategy.
A) Your customers – Wants to interact with your products, other customers and attractive product offers.
B) Your employees – Wants to interact with other employees, former employees, attractive product offers and industry- and company specific data, information and know-how.
C) Your future employees – Wants to interact with current employees, job openings and learnings of company culture, clients and processes.
D) Your former employees – Wants to interact with personal brand building endeavours, current employees, other former employees, managers and know-how.
E) Your investors / financial backups – Wants know-how, industry and company specific data, information and financial, technology and marketing reporting.
F) Your partners – Wants know-how, industry and company specific data, information, technology and marketing reporting.
G) Your fans – The other groups are well known and this might be the group that most companies fail to stay adhere to, when making out their social media- and web strategies. These are the people who are not interested in getting hired at the company and might even buy the competitors products (thus not customers) and not considering to invest in the company – but yet they are fascinated by the company, their know-how, might be friends with their employees and therefore have emotional incentives to follow the company progress. These people are those who are interested in the fascinating things and who gladly spreads the word. – These people wants the know-how, the connections, the networking, the access to some employees, seminars, webinars, marketing and financial statistics, gamification solutions and much more.
Do you know who your fans are? You saw the video and the amount of increasing tweets, right? 50% of those are said to be out of a “fan-perspective”. Are you mentioned? And if not, you need to do your homework and make your “fan-base” part of your strategy. It is a key factor connected to increase in sales and strong brand building.
And just for an updated picture of the Facebook situation, there are those who state that most pages viewed are also out of a fan-perspective and that most shared experiences or articles, are not out of the interest that you are connected to it as a customer or employee. It is rather that you want to share the things you come across – the things you start to like all of a sudden, out of the blue – meaning a fan-perspective.
And the Twitter-statistics state a very interesting thing that goes hand in hand with this – the things that are mostly retweeted are those from a personal connection which you find to be “Interesting content”. This means that something that catches your attention is re-tweeted the most, not official information from a place where you have a connection and are “expected to re-tweet”. That means the loyalty to your employer, as great as it might be, is not KEY when it comes to content spread on social media. It is the fan-perspective that dominates the scene and companies face tough compeitition with spreading and sharing information and can not rely on the fact they have many social media ambassadors. What is interesting, is shared. Simple as that.
And no wonder the personal connections and their content is what is most interesting, if you think about it, it is obvious. As it is today, an increasing number of people who find their job opportunities and gets hired, are from social media channels. 1 out of 6 workers got hired from social media channels according to LinkedIn. Would you increase a fan-behavior in social media if you knew it was directly bringing an impact on your career? You’d like to think so!
And adding YouTube to it, just to add perspective. YouTube is the third most visited site at the web. It has 10% of all internet’s traffic. Twitter is making their own video initiative because research shows that in order for content to become interesting and more likely to be shared, personalized video’s are highly increasing content interest.
The conclusion here is simple: You can not afford to not take your fan into account when you design your social media strategy or digital strategy. It is important to take into account, who the fan will be, what content they want to share, which channels they wish to use, why and what their expected results will be. The insane growth of social media sharing is an opportunity but also an increased competition. What can you do to stand out?
Your fan must be given the right tools, now! Are you ready?