This action might not be possible to undo. Are you sure you want to continue?
You know your mission. You want to engage with new people who might share that mission, collaborate with people you already know, accelerate the flow of information, and accomplish your goals faster, better, cheaper — the social web presents an amazing array of tools to reach the expanding online community, and through the secondary reach of those people into their offline communities. Even if you’ve been doing email campaigns and marketing online, social media has some pretty significant shifts in values and approaches to success.Here are some key differences in attitude and approach. 1. Cultivation, not hunting. With Social media, you are building an online audience you can speak to over and over into perpetuity, as long as you treat them right. You’re not buying access to someone else’s audience like you do in search or advertising or list buying. As an owner, you are a care taker cultivating your community. This changes your thinking from short-term results to long-term results. Yes, you want to measure impact in the quarter – hits, interactions – but you also want to know that you’re building your brand for the long haul. 2. Listening and speaking WITH, not talking TO. Think of the social web like a party, or a real community. Nobody likes to be at a party where someone’s always talking about himself or herself, never listening, praising, reacting or interacting. Unlike the top down and one-directional messaging of traditional media (or even email and web marketing), the dynamic here is the lateral spread of information from one person to another and a dialogue with your audience in which you’re simultaneously gathering intelligence from others. You are interacting with not notifying or talking at your audience. Be a good listener! 3. The Power of Network Theory. 500 people in your first order of followers, using today’s average numbers of contacts on the top social networks, gives you access to 100,000 people in the second order of followers–the immediate friends of your friends. The third degree is even broader. By consciously working with network theory, and thinking in the second and third order of followers, you will strategically identify key people to engage with–building connections with tastemakers and influencers, in addition to passionate connectors. Another aspect of Network theory is velocity–the speed at which information flows is much, much faster than you dreamed possible in the email marketing and offline world. 4. Understand Social Capital. When you, your brand or your organization show up consistently, with an authentic voice, with the intention to do good, lifting others up by mentioning them, supporting and encouraging their work, your influence spreads. You win when others win. Having a lot of friends, many people to call on for support, is more valuable than position, power or money in the world of social capital. This applies online and offline.
1| P a g e
Loosen the reins and invite the good. or are part of the big public networks like Facebook or LinkedIn. create your own event. This includes tools for staging content. they will say it. You can use your presence on social media to bring people back to your website. mobile content. People can’t be controlled. 9. Be Okay with Giving up Control. Create a constellation of tools that make this work..You can take advantage of social media’s capacity by actively inviting contribution and distributed action in alignment with your mission–e. Social Media needs to be connected into your web presence and other efforts. It’s important to integrate Social Media into your organization’s daily practices. For DIY'ers. You may want to rethink the user experience on your web site–it’s no longer a walled garden. The kind of header that gets attention in Twitter isn’t the same as what works as a long-form blog article. Having a clear brand voice–the tone.socialogue. tweak and re-purpose existing content right for reuse on the social web. we advocate a social media ritual and using great tools that make showing up easy and efficient. No Website is an Island. you can get over the mental hurdle of producing frequent content–know that a quick paragraph or even a sentence or relevant link can work in this medium. for the individual. and syndicated to where people are already consuming information. 8. Activity in one area feeds the other. 6.This is especially true if multiple people are involved in managing your points of presence. You want your web content to be shareable.g. Whether you’re outsourcing or doing it yourself. It is okay to manage the tone of the discussion by enforcing civility and debate. values you are spreading–needs to be even more clearly communicated and reinforced in social media. create your content. Have the Right Tools. for measuring impact and results. Brand Voice Matters Even More. and you get to choose whether to listen and respond. www. and monitoring sentiment and information velocity. the companies and any departments. Rethink Your Content Strategy. participate in industry specific networks. 10. 7. By understanding this.com 2| P a g e . Develop and stage a good content plan that balances out the 5 types of social media content and commentary. This means that if they have something negative to say. discoverable.5. this medium is one that requires consistency and participation. Each new medium has its own tone and format for success. not treated as a stand-alone effort. Show up Daily. or not. mission. Social media thrives on digestible. for sharing accounts. Whether you have your own social network. You can also capture. You may be surprised at who shows up to support you.
strive for a balance of the 5 types of content.The 5 Types of Social Media Content When crafting your content plan for social media. The people who are set up to participate live should be trained with the correct formatting. and then passing that along with comment. Brand / Planned This is the kind of content you can stage for 30.you win when you help others win. credit. www. protocols and brand guidelines.com 3| P a g e . to provide relevant and valuable content to your community. the plant floor. conferences.and to treat the interaction as content in and of itself. This helps you be someone to stay tuned into. kudos-this promotes others and supports one of the key social media principles . 60 or 90 days. This can be drawn from existing content/archives or be a new series of articles or videos. at your company (eg. Live / Real Time One or more people can be configured to feed your accounts with real time information . the vineyard. what you would have sent as a Press Release) or among your clients.it too becomes a bit of content with the potential to be spread.this will support your brand.the events that will be covered live should be set as part of the content plan. The advantage of this kind of content is that is provides a baseline of participation.or if you’re *BREAKING* news. News / Reactive As events happen in the news or your industry. even if the participation that relies more on daily process gets interrupted. Pay it Forward / Pass it On A good chunk of your daily interaction in your community might be looking at the content the people you follow are posting. This helps you be relevant and an opinion leader. Interactive / Responsive Whenever you get a direct message or a post. this content needs to go to the syndicated social web.socialogue.from industry events. It also can be crafted to clearly drive traffic and support brand values and voice. be prepared to react. and also make you a good member of any online community.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.