Now social media is offering the same opportunity to scale conversation and impact a larger audience, but in a more targeted way. Some brands understand that the key to optimizing engagement in social media lies in delivering value to users and not violating a persons trust to advance the company agenda. The way to nurture that trust and increase advocacy is to engage in a personal level through social media. If users can see through automated postings or re-purposed content that seems contrary to the conversation that should be taking place in the network you shouldn’t be surprised when friends, fans, and followers begin to migrate out of your community.
Here are a couple observations I have made about the two most prominent social networks:
- People don’t always talk about what they want to talk about, they share things they think they SHOULD be talking about. This is as true for face to face conversations as it is for social media. Depending on what your brand is this changes the type of content you should post here, but video and short articles often resonate the best. Continue reading