Key to Social Media Success is Engagement
Okay, today I’m sharing the real key to success in using all the social media available to you. Many small business owners and corporate leaders keep asking me about the value of social media.
The main reason you should be established on the social media circuits is – if you sell to Gen Y, some Gen X, and have these types taking over for your previous boomer contacts and decision makers. The truth is over 90% of the Gen Y individuals are digital. Yes, that is over 90%, so what is your strategy for reaching these people?
I have to admit I was a causal user of the social media for the first year or two. Then I found it was important to have a footprint in the social media. Yet, a footprint is not a silver bullet for future success.
Oh, yes, one very important thing to remember – no selling, presentations or sales speak is acceptable to this social media crowd. Information presented as tips or links to informational articles or web pages is the proper thing to do with the social media crowd. They like information with no old school selling techniques or tactics.
All of that being said, there is one critical key for success in the world of social media – Engagement.
Yes engagement with the people connecting, liking, befriending or commenting on you or your status. There are people who are using the social media to drive their business to higher levels of success – using engagement.
I have had the opportunity to visit with several of these Social Media gurus or listen to their presentations on Social Media success. To a person their unique key to success has been engaging real people on the internet.
Now, there are a number of people who will tell you it is all about having multiple hourly posts on Twitter and the same with LinkedIn and FaceBook. Well, be careful when you hear this.
While is important to have good and original content on these sites and posts, it is still more important to engage these “people” rather than only having an automated system sending out predetermined “posts” or boilerplate contact messages. Again, think about what people do (well they are supposed to LOL ) is to communicate. A conversation is much better than a string of automated responses.
I know several people who have tens of thousands of “connections or followers” and don’t know who any of them are as a person. Hum! What is the purpose of their social media? Is it to have more followers or connections or fans than someone else? Or is it a system for developing a far reaching community of people who share a common interest to yours – thus, they join or link with you.
Personally, I’m learning the ropes on this engagement using technology. And, I was smart enough to engage my Gen Y assistant to guide me through the rough spots. Now how cool is that? Another form of engagement!
One social media marketing master told me he spends an hour or two every morning direct messaging people who interacted with him over the previous 24 hours. He does not use any automated software or processes – he just writes “just like he is having a conversation with another person in the room.”
Finally, your job over the next week is to reflect upon what you are currently doing with your current social media activities. Are all the contact points automated or are you using your personal time to engage others through your writing skills? Then, think about what your social media strategy is designed to do for you and the other people who “follow” you.
Make the social media strategy a part of your overall marketing strategy. It works – especially with the Gen Y who use the social media to do the following…
- Find you
- Research your Products
- Decide if they can Trust you or not
- Look for testimonials and recommendations from others about you, your company and your product/service.
- Check out your service and guarantee level of performance.
- Oh, yes, to complain about poor service, bad advice and other misguided actions by you.
These items are the major topics to cover. Do you have a strategy to cover each of the above items? If not, you better get started. This is how the younger generations communicate. They do not use email or the telephone anymore to inform you of issue. They put it out for the world to read about.
Get Social – the right way.
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