Getting results from social media
You already know you’re supposed to be on Twitter (and you are), Facebook (you are), and Google+ (you are, kind of). You know your business benefits from a blog and you’ve been at it for a while, so you’re not a beginner. But now that you’re an intermediate user of social networking, you need to know how to squeeze out the most results from online marketing.
You are comfortable with etiquette and can understand basic metrics to gauge results, but you don’t know how to make more of an impact or you want more results. You’re in the right place. In part one of this series, you learned to perfect your timing and get people to buy into your brand. Below are two more testable tips for you to try out in an effort to expand your message and amplify your social media efforts.
3. Energize Evangelists and Enthusiasts
It’s weird to think of a person or company of having fans. If it helps you, instead of picturing a screaming teenage girl holding a picture of Robin Thicke, try thinking about an enthusiast, perhaps a wine lover at a tasting, or a music lover at a jazz concert.
Then think about those handful of people in the groups of enthusiasts who tells everyone they know about the latest new artist or wine they discovered. Haven’t we all been that person? Someone who experienced something so fantastic, that we told all our friends about it?
And we’ve all been on the receiving of the most energized, happiest enthusiasts. Those are called evangelists – a word I tend to dislike but absolutely captures the happily feverish way these wonderful super-fans spread the word about things they enjoy and create new fans for the product they love.
In an ideal world, you’d want to find, empower, promote and/or even befriend all your customers and clients. And in the early stages of your business, you might want to provide spectacular customer service that will not scale, so that it permeates your company culture as much as possible.
However, you’ll come to a point where you won’t be able to do that. So nail down the process of finding out who your top people are, both people who are the most active and most vocal – they may not be the same people.
Once you know who they are, you’ll want to make sure they know that you’re paying attention and that you care. You don’t have to fall in love with them, but it’s great to have supporters who will happily send out a tweet or share things on their Facebook wall just because you mentioned in your newsletter that it would be helpful.
Instead of being the person drawing the attention, or making your product or service the star of the show, make your customers stars – be the star-enabler. Your products will still get the same amount of attention, and are often more digestible as part of someone else’s success story.
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I’m not saying there need to be special mushrooms on the inside. I’m just saying first, remember the word coordinate, and second, once you have the attention of the people who love what you’re doing the most, coordinate their efforts as much as you can.
You can go after thousands of people one at a time, or you can go after 3 to 10 people who have audiences of thousands and are willing to bring them to you.
Of course, you really need to make sure your content is on point – compelling is the word I like to use the most, because it doesn’t imply perfection. If you’ve done your homework, you lose more launching nothing in a quest for perfection than sending out something imperfect and correcting as you go.
So let your small group know that you have something that’s pretty good, and you’d like them to help you get it as perfect as you can by a certain date. Then tell them what you changed, and ask them to help you spread it. Thank them within the content when you do, and in public, on your blog, on LinkedIn, where ever you can.
You have to appreciate your evangelicals if you expect to keep them.
But make it very simple, specific and idiot-proof. Work slightly below the scope of their knowledge – if you think your top commenters know how to share a link on Facebook you’re probably right.
What you may not realize is that people who love to share the most, hate to share without attribution. As such they love it when you have an Open Graph compatible site that shares the right image, title and description to Facebook if they use the Share button on your site.
They want you to know that they are in support of you, and may even realize that being able to track where the support is coming from helps. So they’d rather use the Twitter button on your site than have to cut and paste the link in to Twitter and go back and copy and paste the title, then have to see if they can find your Twitter username.
Not to mention that there are times when this is supremely inconvenient for them. Perhaps they’re on a lunch break, or on a mobile phone that’s not so smart.
Don’t assume people use technology the way you do or have more than a passing familiarity with how to use it.
Next week, I will address viral content and how to shape a community, adding some cool tools to your toolbox. Some advice will be contrary to what the gurus have told you, so stay tuned!
Twitter to start charging users? Here’s what you need to know
(SOCIAL MEDIA) Social media is trending toward the subscription based model, especially as the pandemic pushes ad revenue down. What does this mean for Twitter users?
In an attempt to become less dependent on advertising, Twitter Inc. announced that it will be considering developing a subscription product, as well as other paid options. Here’s the scoop:
- The ideas for paid Twitter that are being tossed around include tipping creators, the ability to pay users you follow for exclusive content, charging for use of the TweetDeck, features like “undo send”, and profile customization options and more.
- While Twitter has thought about moving towards paid for years, the pandemic has pushed them to do it – plus activist investors want to see accelerated growth.
- The majority of Twitter’s revenue comes from targeted ads, though Twitter’s ad market is significantly smaller than Facebook and other competitors.
- The platform’s user base in the U.S. is its most valuable market, and that market is plateauing – essentially, Twitter can’t depend on new American users joining to make money anymore.
- The company tried user “tips” in the past with its live video service Periscope (RIP), which has now become a popular business model for other companies – and which we will most likely see again with paid Twitter.
- And yes, they will ALWAYS take a cut of any money being poured into the app, no matter who it’s intended for.
This announcement comes at a time where other social media platforms, such as TikTok and Clubhouse, are also moving towards paid options.
My hot take: Is it important – especially during a pandemic – to make sure that creators are receiving fair compensation for the content that we as users consume? Yes, 100%. Pay people for their work. And in the realm of social media, pictures, memes, and opinions are in fact work. Don’t get it twisted.
Does this shift also symbolize a deviation from the unpaid, egalitarian social media that we’ve all learned to use, consume, and love over the last decade? It sure does.
My irritation stems not from the fact that creators will probably see more return on their work in the future. Or on the principal of free social media for all. It stems from sheer greediness of the social media giants. Facebook, Twitter, and their counterparts are already filthy rich. Like, dumb rich. And guess what: Even though Twitter has been free so far, it’s creators and users alike that have been generating wealth for the company.
So why do they want even more now?
TikTok enters the e-commerce space, ready to compete with Zuckerberg?
(SOCIAL MEDIA) Setting up social media for e-commerce isn’t an uncommon practice, but for TikTok this means the next step competing with Facebook and Instagram.
Adding e-commerce offerings to social media platforms isn’t anything new. However, TikTok, which is owned by the Chinese firm ByteDance, is rolling out some new e-commerce features that will place the social video app in direct competition with Mark Zuckerberg’s Facebook and Instagram.
According to a Financial Times report, TikTok’s new features will allow the platform to create and expand its e-commerce service in the U.S. The new features will allow TikTok’s popular users to monetize their content. These users will be able to promote and sell products by sharing product links in their content. In return, TikTok will profit from the sales by earning a commission.
Among the features included is “live-streamed” shopping. In this mobile phone shopping channel, users can purchase products by tapping on products during a user’s live demo. Also, TikTok plans on releasing a feature that will allow brands to display their product catalogs.
Currently, Facebook has expanded into the e-commerce space through its Facebook Marketplace. In May 2020, it launched Facebook Shops that allows businesses to turn their Facebook and Instagram stories into online stores.
But, Facebook hasn’t had too much luck in keeping up with the video platform in other areas. In 2018, the social media giant launched Lasso, its short-form video app. But the company’s TikTok clone didn’t last too long. Last year, Facebook said bye-bye to Lasso and shut it down.
Instagram is trying to compete with TikTok by launching Instagram Reels. This feature allows users to share short videos just like TikTok, but the future of Reels isn’t set in stone yet. By the looks of it, videos on Reels are mainly reposts of video content posted on TikTok.
There is no word on when the features will roll out to influencers on TikTok, but according to the Financial Times report, the social media app’s new features have already been viewed by some people.
TikTok has a large audience that continues to grow. By providing monetization tools in its platform, TikTok believes its new tools will put it ahead of Facebook in the e-commerce game, and help maintain that audience.
Your favorite Clubhouse creators can now ask for your financial support
(SOCIAL MEDIA) Clubhouse just secured new funding – what it means for creators and users of the latest quarantine-based social media darling.
Clubhouse – the live-voice chat app that has been taking the quarantined world by storm – has recently announced that it has raised new funding in a Series B round, led by Andreessen Horowitz, the venture capital firm in Silicon Valley.
The app confirms that new funding means compensation for creators; much like the influencers on TikTok and YouTube, now Clubhouse creators will be able to utilize features such as subscriptions, tipping, and ticket sales to monetize their content.
To encourage emerging Clubhouse creators and invite new voices, funding round will also support a promising “Creator Grant Program”.
On the surface, Clubhouse is undoubtedly cool. The invite-only, celebrity-filled niche chatrooms feel utopic for any opinionated individual – or anyone that just likes to listen. At its best, Clubhouse brings to mind collaborative campfire chats, heated lecture-hall debates or informative PD sessions. I’ll be the first to admit, I’m actually obsessed.
And now with its new round, the video chatroom app will not only appear cool but also act as a helpful steppingstone to popular and emerging creators alike. “Creators are the lifeblood of Clubhouse,” said Paul & Rohan, the app’s creators, “and we want to make sure that all of the amazing people who host conversations for others are getting recognized for their contributions.”
Helping creators get paid for their labor in 2021 is a cause that we should 100% get behind, especially if we’re consuming their content.
Over the next few months, Clubhouse will be prototyping their tipping, tickets and subscriptions – think a system akin to Patreon, but built directly into the app.
A feature unique to the app – tickets – will offer individuals and organizations the chance to hold formal discussions and events while charging an admission. Elite Clubhouse rooms? I wonder if I can get a Clubhouse press pass.
Additionally, Clubhouse has announced plans for Android development (the app has only been available to Apple users so far). They are also working on moderation policies after a recent controversial chat sparked uproar. To date, the app has been relying heavily on community moderation, the power of which I’ve witnessed countless times whilst in rooms.
So: Is the golden age of Clubhouse – only possible for a short period while everyone was stuck at home and before the app gained real mainstream traction – now over? Or will this new round of funding and subsequent development give the app a new beginning?
For now, I think it’s safe to say that the culture of Clubhouse will certainly be changing – what we don’t know is if the changes will make this cream-of-the-crop app even better, or if it’ll join the ranks of Instagram, Twitter, and Facebook in being another big-time social media staple.
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