In Chase McMichael’s upcoming talk at INTEGRATING EMAIL MARKETING & SOCIAL MEDIA, we’re addressing the challenges brands are having with their social sites once they get one rolling. The question is “NOW WHAT” with regards to retaining and engaging their fans/followers.
Brand managers are challenged with managing and making their social presences engaging; what should I post to my audience over just product update after product update, or special discounts, over and over again. Social is not about force feeding a one way message to your audience but more about starting conversations, becoming a leader in information discovery and content creator. Even the company blog needs content that’s highly relevant and meaning full, overall providing value to your consumers.
How brands obtains a greater following which produces high social density (people with same or similar in common connections to the same brand) is based directly on connected consumers with similar interests. The higher the social density is around a brand the higher the social resonance a brand has among a community; therefore creating greater conversation and sharing.
Fig 1 and 2 illustrate high and low social density around one topic.
Low social density results in low social resonance. The top image has zero in common connections therefore the probability to cause social resonance is approaching zero where as the lower image has high social density around a specific vertical topic causing retweets, sharing and people commenting.
When consumers share, go to and make comments on content; these actions create the Content Consumption Graph (CCG). Billions of views on content are happening right now and a fraction is being shared or interactive with to expand that content reach. The word “Viral” is a word used to describe a small set of consumers who send out content to enough people in turn sending to others and so on, hence, Viral spreading. What’s great about all this behavior is Brands can leverage this with desire to share and create content discovery with content that’s highly relevant to their brand and resonates with their target audience.
The ability to do continuous social insight management of my many social points is vital to leverage the CCG. With recent advancements in social technologies brands have access to real time recommendations of content that’s important to their audience. Being in the stream and being relevant is a big deal. There are 100,000’s of social sites that are dead because no one is fuelling the jet and providing ongoing lead nurturing and content discovery around their social presence.
Do you know what your brands social density is and who is engaging your posts? How are you sourcing content that’s relevant to your customers? Tell us what steps you’re taking to engage with content.