Buzz Building Series - Issue 3: Social Media and how to build an engaged audience - part 1

Hi There,

Welcome to issue 3 of the buzz building series in which we look at Social Media and how to build an engaged audience (Part 1 of 2), to support your buzz building program.

Last issue we discussed creating a content strategy and the tips and tricks involved in generating it consistently and frequently, but once content is "in the bag", how do we then share it with our target audience(s) in an engaging and powerful way, using Social Media?

Rick and Owen give their take on building an engaged audience via Social Media...

Rick says...

The first thing to tackle when creating your Social Media plan, is to research and agree the most appropriate social networks for you and your business to target. Where do your target prospects hang out online? Why do they hang out there? What are they already engaging with and sharing amongst each other right now?

I like to think of the big social networks in the following ways, which helps to determine where any one client should focus their efforts, depending on their objectives with the campaign:

Twitter: Find and retain.
LinkedIn: Connect and inform.
Google+: Build visibility
Facebook: Attract and engage

With the networks established, suitably branded, and the team in place to manage and maintain your presence there - the next job is to create and document your methods for building and engaging the audience on each network.

Regardless of the network you choose, certain "rules" remain true:

> Be real - I believe that you should never do or say something in Social Media, that you wouldn't be comfortable doing in the middle of a crowded room. You should know by know that broadcasting sales message is not welcome.

> Be polite - if your audience take the time and effort to Like, Share, Tweet, Mention, or even Complain about your business online, it is polite to respond in a courteous, professional manner. Doing so will show the rest of your audience that you are real, share their values, and care about your business.

> Be frequent and consistent - there is nothing worse than putting in all the leg work to get started in Social Media, and then leaving it lay to a baron wasteland of no posts, tweets or comments for weeks on end. Decide on your frequency and stick to it, rigidly.

> Use visuals - Posts and content with visuals receive a massive 95% increase in traffic, according to a recent survey by eMarketing.

Take the time to analyse the responses you get to your various posts and content across your Social Media presence. Keep doing what engages, and drop what doesn't.

Survey your audience, and ask what they want. Do they crave Infographics? Or do they just love your commentary on recent industry news? Ask them!

Don't forget to tell your friends...

 

Owen says...

It’s a really good idea to get familiar with the tools and platforms beforeyou start generating and promoting content.

Take some time to “listen” (read and research) what it is people are saying and (most importantly) how they are saying it.

All of the social media sites are fantastic sources of insight about your customers and prospects and the kind of issues and problems they have…as well as the kind of frustrations and challenges they come across in trying to deal with them.

My advice would be to spend a week or so just listening and reading. Watch who comments most, who asks good questions and what sort of questions or issues get the most engagement.

Dig into their profiles…how senior are they, what role do they have, to whom are they connected…and what other groups of platforms are they commenting on?

Then ask some questions.

This is important. Before you start offering insight and solutions it will help you formulate your content to get some verbatim. Understand the real pain, the words and phrases people use and the priority they put on solving the problem.

Here’s the real million Dollar tip though…

Listen out for the business outcome MOST people are looking for, that MOST people consider the MOST important but is the MOST badly solved today.

Make that your number one topic.

Then consider how you will move from a listener and an informed questioner to a net and valuedcontributor.

3 things to do today to help with your social media engagement...

Create a "play book" with examples of content and engagement methods for us on your social media profiles
Ensure your social media presence has been promoted to all your existing customers and prospects
Establish some basic Social Media impact reports

Don't forget, still to come in the buzz building series...

> Social Media and how to build an engaged audience - Part 2

> Blogging; it's benefits and strategies to exploit them - Part 1

> Blogging; it's benefits and strategies to exploit them - Part 2

> Search Engine Optimisation and it's part in your strategy

> Email Marketing to amplify your content and build your audience

> Analytics and Optimisation; understanding your impact

> Reporting and building a pipeline of interest

> Audience & content. How to write a buzz building strategy

> Buzz building and the resources required to sustain it

To discuss any aspect of the buzz building series, please call us at your convenience on 0203 1372 844.

Rick & Owen