Many people and companies open social media accounts and think that simply broadcasting comments about what they're doing or what's great about their company means that they're participating in the social web. Fundamentally, this is participating, but it's far from effective engagement. If you care enough to invest time and money into having an active social media presence, then it's important to get your strategy right.
Posting random comments and links on a regular basis is where most companies start as a way to connect to consumers and future customers. You've got to start somewhere, so this isn't bad, but don't let it be where your activity on the social web ends. Here are the Top Five elements you need to bake into your social media strategy and execution:
1. Listen - Social media is about online conversations, not online monologues. The more you listen to what people care about, the easier it is to give that to them. Initial listening can inform your conversations, while dedicated listening over time will inform your research and development for future products and better customer service.
2. Find Influencers - When you identify the primary and secondary influencers in your space, you are entering a new realm. The social web is first place where we've been able to connect with the leaders in our field in ways that feel like chatting over the backyard fence to a neighbor. It's been said that the quality of your conversations determines the quality of your life. If this is true, then imagine how much more value your life will have once you start interacting with people of the highest caliber in the fields that interest you the most.
3. Content is King - The content of the text you write, the links you share, and the pictures and videos you create and share reflects who you are and why others should give you the time of day. We live in an attention economy now; if people choose to give you their attention, then you've probably done something to deserve it. The best content is created based on what you learn from steps 1 and 2. Serve up fresh content that people like on a regular basis and the online world will be your oyster.
4. Participation is mandatory (and fun) - The majority of people online will always be lurkers, but lurking will do nothing to help you or your company. When you comment and share interesting content you're showing that you're paying attention to others and not just out to sell your own products or services.
The fuel in the engine of the attention economy is attraction. When you're sharing content that others find valuable then you'll attract them. Wouldn't you rather magnetize people to you rather than trying to sell people on how great your company is?
5. Be a resource - As you share your expertise, and promote unaffiliated resources that others find value in, you make yourself a valuable resource. Your credibility goes up every time you share content that makes people laugh, smile or learn. Unconsciously they'll begin to see you as a resource that they need to pay attention to. If you're doing this at least 80% of the time and only promoting yourself or your company 20% (or less) of the time, you'll develop a following that cares about what you have to give, and the law of reciprocity will drive them to give back.
The caveat to all of these elements is that you have to be doing them from an honest and generous place. Trying to manipulate people with these elements may work in the short term, but the magic of social media is that it's easy to tell the real deal from companies and people who are only participating as a way to get what they want from online community participants.
This article was originally posted at Oxstein Labs.