Scaling Engagement Through Social Media Training
Inbound links determine search, likes determine Edgerank and retweets determine reach. So if no one links, likes or retweets your share, no one hears it.
Those who aren’t new to social marketing have realized that social media is a team sport. It’s not what you say, but what the community says, that matters. Because whatever most people are liking rises to the top of the newsfeed, and whatever people are ignoring goes unseen.
Once you come to this realization, you begin to appreciate that your objective is not to get information out, but rather, to start conversations. When people talk back they bring their online social network with them.
We call this scaling engagement.
It’s about getting as many people as possible involved, so we can move our message through them to their friends, fans and followers.
— Social Media Today (@socialmedia2day) September 12, 2012
This poses a conundrum to organizations which in the past were able to control their communications by using a public relations, public affairs or marketing communications professional to manage external communications. These folks are trained in the business of public disclosure. They have experience creating a public record.
What happens when you invite those employees, volunteers and constituents to participate in discussions that automatically become part of the public record? How should those employees who are not part of your marketing and PR apparatus respond when their Facebook friend asks them a question about your products or services?
Hopefully you have a social media policy in place to govern that type of usage. But remember, few take the time to read your employee handbook. And you can’t expect someone to comply with a policy they don’t understand.
Social Media Training
Social media training programs are a practical way to scale engagement because they ensure everyone on your team has the same understanding of key concepts, best practices and the actual mechanics of the various social networks so they can work together to bring your message to a broader community.
Live social media training makes good sense for marketing and PR practioners, but is isn’t always possible to train everyone at face-to-face workshops.
Online Social Media Training
When it comes to teaching social media best practices, online social media training offers 4 distinct advantages.
- All the material is recorded. So participants don’t have to retain it all themselves.
- Content is broken down into bite-sized chucks, so they can laser in on what’s most useful.
- Stop and rewind the demos as many times as they like and learn at their own pace.
- Time-shift and place-shift their professional development where they want, when they want.
Unless you train workforce, even the best social media marketing programs are unlikely to reap significant rewards.
More than 85% of customers expect businesses to be active in social media but only 12% of them are doing so effectively. And this is simply because they lack basic knowledge and skills. They suffer from digital illiteracy.
Be part of the 12%. Social media train your people. Train your clients. Train yourself.
Follow him @ericschwartzman
He is also an independent communications consultant for hire to businesses, global nonprofits, the US Military, US Federal government agencies and foreign governments. His consulting services include digital strategy, social media audits, social media policy development, online ...
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