Social Media, party of one bazillion

With the unleashing of Google+, we’ve been talking about social engagement a lot lately… likes, fans, pluses. Where does it begin and end? Is there an obligation for businesses to be involved with everything that’s happening online? Is it possible to spread ourselves too thin across all of these channels? How often should we be posting? What are our goals? You get the idea. Anyway, all of this conversation has sparked a few blog posts that we wanted to share. The first one, written by Dayn, our Director of Digital Culture, focuses on this question: “How often should my company tweet or post to Facebook?” He talks specifically about a friend of his (who works for a massive nonprofit) who asked this question recently. His answer: “Post in whatever frequency your social graph demands.” In some cases, this might be 100 times a day. In others, it might be never. And he makes this point…

When I follow, friend, or add you to my social graph, I am inviting you into a mutually beneficial relationship. As a member of my social graph,
  • I expect value from your posts I can’t get elsewhere.
  • I expect there to be humanity and authenticity behind your posts.
  • I expect responsiveness. (think minutes and hours)
  • I expect your social media presence to be merely the technical vessel for communication with a real person I can engage with, and get closer to.

The whole post is a good reminder of the fact that everything we do online (as a business) needs to have a purpose and provide value in some way. Which is a perfect segue into the second blog post we wanted to share: “What are Your Social Media Fans Worth?” This is part of a series that we’re working on around the topic of marketing well and looks at some of the reasons why companies are engaging online, how they build their audiences, and what they expect to get out of it.

Our main point: You want real return on your social media investment? Then invest less in building your audience and more in the audience themselves. It’s time we stop asking, “what are my fans worth,” and start asking, “what am I worth to my fans?”

It’s a good read and features the results of a survey that we that sent to marketing leaders at major companies across the United States asking about metrics, fan-building, etc — which is pretty intriguing. It’s interesting to see how differently people are using social media — and how that impacts the need and demand for future social platforms. Which it certainly does. We’re seeing that right now with Google+. It’s also fun. Fun to be a part of the generation that’s creating and building in this new space. That’s why we’re happy to grow and adapt with it. The game is the game.

Post Date
July 27, 2011
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