Tag Archives: Social media

Social business people: a grass-roots movement

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In the past few years social media have become so commonplace you could say they’re boring if we didn’t find something of value in them: our networks. Our access to heaps of information and more friends, acquaintances and complete strangers on another continent than we ever had contact with before has had, and will continue to have, a profound effect on the way we view our lives and our jobs.*

A grassroots movement

This new perception is trickling into the fabric of every organization – through us – through all the individuals who show up for work every day. We’re oozing global networks from every pore. One side-effect may be that employees who’re not allowed to be on social media check their Facebook updates when they visit the bathroom, and get notably upset if they drop their smartphone into the toilet.

You don’t want that sort of thing. It’s bad for productivity, and it doesn’t smell pleasant either. By now, most businesses have a social media policy. The level of strictness varies widely.

How do people turn into social business people?

Social Business People
Social (Business) People [OCAL image]

Our present-day collective experiences don’t translate directly into employees being ambassadors for their own company. Not even the ones who are actually proud of working for or with you.

It didn’t work that way offline, and it doesn’t do so online.

So how can you help people adjust to a social business role that comes more or less naturally to them?

How to make social media ‘work’ for you

This may either sound completely silly, or so obvious you can’t believe I’m bothering to say it. I’ll risk it anyway. Have you considered:

  • taking inventory to see what types of people work for your organization;
  • thinking up ways to ‘market’ the uses of social media for business to each group? How would you approach someone from accounting, or in HR?

I’m talking classical market research and segmentation here. My next paragraph is for you if you lack time, resources, knowledge, or interest to get involved in ‘real’ market research.

Your people in the picture: cutting a few corners

Sit down with a few colleagues. List all your teams or departments. Then jot down every conceivable prejudice you could have about each team. I’ll help you get started with two unresearched examples 🙂

Accounting:

  1. maniacs for details. Never challenge them on details, unless you value emails longer than this post 😉
  2. cautious types: will always come up with rules we might be breaking. Share half a profile on social media – if they’re there.
  3. allergic to marketing talk which seems all promise and no accountability, unless they actually know responsible-sounding marketing people (what are the odds?)

Human Resources:

  1. will talk all day just for the sake of communicating.
  2. tech dummies. If a printer breaks down in HR the mechanic will find half a dozen people discussing how they have no idea what to do about it.
  3. allergic to technical explanations.

Don’t forget your own team, if only for the fun of it – or to avoid being unfair to others. Establish a rule of no rules and you should have an amusing and productive session 😉

Next up would be to find out what’s true of all the stuff you’ve collected, or you skip that step and work out an approach for every group. What characteristics and natural affinities in each group can you use? What issues do you need to address?**

Use your people’s strengths

Anyone who wants to turn a company into a social business by influencing the employees should assess people’s strengths and ambitions and build on those:

  • Support people who want to help others by making room for peer2peer support;
  • Train people who want to represent your company to guide online conversations.
  • Help people with a passion for reading and writing find subjects to write about, and train their writing skills.***

I’d like to conclude with a few tips for conversations in an advisory role:

  1. Make sure you know what you want from the conversation: are you checking your assumptions (or prejudices), or finding out what skills and ambitions people have that you could use in a future ‘social business’?
  2. Clarify what you want to achieve by asking questions, and why. Especially if you’re in a company that has prohibited social media use in the past, you had better come up with a good and honest reason.
  3. Practice serious listening.
  4. Don’t offer to fix anything – this tip is aimed at tool-selling specimens 🙂

Good luck, and let me know what else you’d like me to talk about!

Further reading:

* In case you missed the introduction to my ‘social business’ writing project, here’s my post from last Friday.

** There is any number of books about personality types and communication styles. One I’m familiar with is Management Drives (scroll down for the English text). Knowing a little about the subject may help you in conversations.

***Lou Hoffman wrote about writing skills, Experimentation in Content Marketing Offers Promise of Competitive Advantage, November 4, Business2community.

Please share this post if you found it interesting, or leave your thoughts about social business people and must-read articles in a comment below – I will reply to any (non-spammy) comment!

Business dynamics: big data and social media are changing us

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A few days ago I found an article titled: “Being Agile Is the New Paradigm for Marketing”. It could have been a quote from Dilbert’s manager, but (alas) no.

I’d run into the term ‘agile marketing’ before. Since it sounded like a possible trend I decided to dig just a little bit. In this post you’ll find the results of my amateur archaeology.

Dig into the subject of agile business

Trend: BYOS

A few points from the ‘agile marketing’ article:

  • “Agile” is a method from software development which basically means you’re more flexible than in traditional project management. (I’d say that shouldn’t be too hard, especially in IT projects.)
  • Recent changes in social media make it necessary for us to develop an agile business model. I mentioned a few of those changes in an earlier post.
  • We should become more flexible since rapid changes in technology can impact business to the extent that it, too needs to change – if it’s to survive.
  • This calls for changes to the business model. Everything seems to hinge on technology here.

Marketers are supposed to be able to spot trends and write about them, so it’s no surprise to find oodles of articles about marketing trends.

Is it just marketing going all hoity-toity about discovering what will turn out to be the next management fad? Just a silly question maybe 🙂 but let’s see if there’s a glimmering of an answer out there.

A glance at Twitter shows talk about the #hrtecheurope event (October 25th): Josh Bersin gives his audience a tour of, yes, #agilebusiness – and what it means for HR.

A few disruptive changes seen in technology and society are:

  1. Social media
  2. Big data
  3. My personal favorite: people have changed (as a result of access to social media and huge amounts of information)

Organizations need to adapt by becoming highly flexible, which means quick decisions supported by technology to deal with ‘big data’.

What it also means is yet another force pushing the organization towards more transparency and employees acting more independently.

Why is it important to involve HR when you follow up on this trend?

Consider these aspects:

  • Recruiters notice people coming in with different mindsets and assumptions.
  • The technological changes affect employers’ careers.
  • You need HR for talent development.
  • HR is reportedly at the bottom of present-day contributors to ‘agile business’.

There are plenty of reasons to take a good look at different parts of the organization to get an idea of what it would mean (and take) to turn them around.

I recently wrote a post on the case for turning a company into a social business starting at the ‘back’ rather than in the marketing department. If you want things to change it’s worth noting the people who are not immediately eager to get in on every new trend, but who are experts in their own line of activity and who will understand what you’re talking about because they see it happening every day.

In the case of ‘social’ that may be the people who answer the phone for your company. Regarding ‘agile’… introducing an extreme measure of flexibility influences (organization) psychology as well as the actual structure of the organization.

It’s worth noting at this point that Beverly Macy has recently written an article about [social enterprise] trends for 2013 saying:

The true social enterprise is so far beyond marketing, it isn’t even funny.

If marketing is the only department buying into the changes affecting your business, you’re going to be in big *pause* trouble (head down ;)) sooner than you think.

How can you find out if ‘agile’ is a viable option for (parts of) your company?

  1. Read up using the reading list at the bottom of this post. I’ve included two blogs about Josh’ presentation.
  2. Look around you and talk to a few people, and I can’t stress this enough, in different parts of your organization. Leave the tool and tech talk out. Instead, ask about changes in behavior. What have people noticed about others, about themselves, about customers? Have preferences shifted lately? How do they respond to what they see is happening? What major issues are lurking beneath the surface of ‘business as usual’?
  3. While you do all this, focus on being a good advisor. Ask, shut up, listen, watch, think, ask again. I’m serious about the shutting up bit 😉

I hope I’ve given you food for thought. Please leave your thoughts in the comments. If you know of more ‘must-reads’ please add those too!

+If you found this post of interest, please share it.

Reading list

HR tech’s blog about Josh Bersin’s presentatio: Building an agile workforce;

Lumesse’s blog about Josh’ presentation;

And Janice Diner’s blog: Being Agile Is the New Paradigm for Marketing

Also worth thinking about: Beverly Macy, The Top Four Trends Shaping Social Enterprise in 2013 on Huffington Post.

Background: the classic by Jeremy Rifkin, The Age Of Access.

How to turn your business social: Back To Front

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If you’ve checked my “social business” Twitter account, you won’t be surprised to hear I’ve been reading quite a lot about social business, social media, content marketing and several other buzzwords.

At this point I’ve come to an important conclusion:

Many articles about content marketing and what it will mean for your company are full of marketing BS.

They are completely focused on marketing and what that team, or the organization as a whole should be doing to get social business right.

Road Narrows in your company?

Are there road narrows in your company?
[OCAL image]

Not a lot of help if your middle name isn’t marketing. Is it?

The main idea of most articles is that you’ll hire them to organize “social business workhops” or to take care of the actual transition. That’s obvious enough.

What I don’t read enough about is what happens if you succeed. Maybe they tell you that after you invite them to talk about your plans. I sure hope so.

The viral nightmare

Suppose you get everything right on the ‘marketing’ side of your business. You get your content sorted, your marketing team is social media savvy, and your campaigns are getting results. Actually it would help if things didn’t go quite thát fast…!

Because suddenly your marketers are up to their ears in questions and complaints coming in through social networks. Your sales people can’t handle demand. The phone at customer service is red-hot.

This is a really bad time to discover you should have trained your customer service team to handle social media for your business… three months ago!

If marketing and sales employees fail to keep up, anyone who is seriously displeased about a purchase is now also annoyed because their complaints via social networks don’t get an answer either… and if you’re really lucky they’ll end up on the phone with your call center.

How to prepare your business for success

You’ve done step 1: reading this article. And if you’ve read more on the subject, please add any must-read articles in the comments section!

Step 2: you need a plan.

  • Plan A: All-is-well if you have the time and resources to prepare thouroughly.
  • Plan B: “Oh… Beep” if you don’t.
  • Plan C (recommended): Combine A and B. You’ll see why.

Plan A: if you have enough time and resources to change your organization

A rough plan A could look like this:

  1. Train your call center/customer service staff for business social media.
  2. Get them onto social media accounts for your business. They are to handle any feedback, positive as well as negative.
  3. Get everyone else involved who will be in touch with customers at any given moment. Marketing – sales – after sales – customer service, the lot.
  4. How do customers get ‘handed down’ the organization? How would this work if you added ‘social’ to the picture?
  5. Get your CRM system hooked up to your social media accounts. It shouldn’t matter who talks to a customer or which channel they use.

Once you feel you’ve got every relevant part of your company connected to the expected information stream…

Time for a trial run.

You have three options to find out if you’re prepared for the big one:

  • A simulated campaign
  • A real campaign targeted at a very specific group. Mind you: it’s online, so if your campaign is in any way interesting to people outside the group you want, you may end up with a runaway (viral) campaign at a time when you don’t know if your business will be able to handle the consequences.
  • You don’t run campaigns. Business as usual, but social is now part of that business.

Plan B: the ‘what-if’ approach

Aim for a quick fix for any nasty side-effects of taking the plunge by asking yourself a few questions for hypothetical situations.

Examples of ‘what-if’ questions are:

What if: your campaign leads to so much demand you can’t possibly meet it? You can only say “No, I’m afraid you’ll have to wait… we’ll help you as soon as we can!” so many times before people get really annoyed.

  • Can you identify anyone up front who can pitch in if it’s urgent?
  • Can you give your customers any idea of how long it will be before they can expect their purchase?

What if: the social channels you set up are hijacked by complaining people? How or to which team or person will you refer complainers? Is that team available through social media?

What if: your intern gets hold of your business password and accidentally publishes a private update on your account? (Note: if you want to prevent this, I suggest you make it very clear to everyone they are never, ever to delegate their responsibility).

You’ll notice this is not a miracle cure – just risk management the quick-and-dirty way. Depending on the type of business you’re running, you’ll come up with your own set of major and minor risks.

A few thoughts on business change

All of the above isn’t just true for developments in social media. Every organization runs into challenges of scale. At such moments it’s either you lead the horse, or the horse leads you. Go on, you choose 😉

Social media may act as a katalyst and propel your business onto the next level backwards. Based on that observation I would have you consider to prepare your business for success – back to front.

+ If you found this article of interest, please share it.

What else can you do today to turn your business social?

A Day In Tweets: as seen from the Netherlands

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Have you seen any infographics or other stats about Twitter usage lately? If you’re on Twitter or in the habit of reading blogs, or both, the answer is probably yes. Are any of these stats true? Again, the answer could be yes – but…

The truth is that Twitter usage (when, for what) has similarities no matter where you are. But there are some outside influences on why we do what we do when we do it…

A day in tweets is not just about Twitter

Twitter usage through the day

  1. The timezone issue (certainly);
  2. Cultural differences (possibly);
  3. Corporate culture (no comment);
  4. Family life (if you value it).

I could start by giving you some theory on these three causes, but I think it’ll be more helpful if I just show you what I mean. What kind of tweets do I see on my screen during the day? For an overview I’ll stick to the homepage with ALL the tweets of all the accounts I follow.

A Dutch Twitter morning

7 AM. Pretty quiet. I’m offline, for one!

7.30-9 AM in the Netherlands. Dutch tweets start coming in. I ignore most of them – or read them for amusement during my commute (trains are wonderful things):

On my way to a workshop in Z. #excited (Dutch: #zinin)

Train 15 min. late. Why? Leaves are still on trees. #ns #fail

Stuck in traffic jam. 6 Miles of parked cars. #typical (Dutch: #hebikweer or #lekkerdan)

Of course people respond to some of these messages, and scheduled tweets from heavy users in other timezones roll in as well. This lasts throughout the morning.

Afternoon on Twitter

A bit after noon, my first scheduled tweet (if I have anything to share) is published. I may check up on Twitter around lunch time.

Somewhere around 2 PM Twitter starts to come alive…

… a storm is gathering…

3 PM

… Boom.

If I happen to have a Twitter tab open on my laptop, I will notice at some point after 3 PM that I have 47 new messages. Click to show them, scroll down a bit… the page shifts down an inch which means a new notification has appeared at the top of the page.In the past few seconds, 4, 6 or 11 new tweets have been sent.

My Twitter homepage explodes.

In fact I’ve watched my screen a couple of times at this time of day (a perfect coffee break moment) and I can confidently say I refresh the page at least every 30 seconds to view 20 new tweets every time. Mind you, I only follow about 400 accounts at the moment. So what does this mean?

This means the East coast of the US are awake. It’s now 9 AM over there.

It just so happens that I tweet mainly in English, and many of the people I follow are in the US.

What does it mean for the tweets I get?

  • Around 2 PM I may receive the odd tweet wishing me a “Good morning everyone!”
  • Then prescheduled tweets aimed at US Twitter users kick in.
  • From about 3 PM people who ‘do social media’ start sharing and retweeting new articles. I’m talking about social media marketeers, search engine optimization experts, business bloggers, and the like.
  • My ‘morning in the US’ scheduled tweet goes out (if I found anything useful earlier in the day).

Between 5 and 6 PM my trip home (if I’ve been at the office) by train gives me a chance to catch up with the news. Every now and then I’ll run into a website that just doesn’t get mobile. I skip those. Retweet, thank, add to buffer, look up Twitter handles or skip the exercise and just add the author’s name. This gets me through at least half an hour of my trip home.

6.15 PM depending what day it is, I’m either entertaining our son or cooking dinner. Combining either of those activities with checking tweets or news feeds on a phone is tricky. Spilled sweet pepper bits on my phone once (don’t ask how, I just did. I can be clumsy at times). This has made me more cautious. I may risk a quick update once everything is simmering quietly: after 6.30. My scheduled ‘US lunch time’ tweet is already out there.

9 PM at home, our little man is in his bed upstairs, I’m either on the couch with my phone and a book or at the table with my laptop to get some blogging done. It is 3 PM on the East coast now so people are apparently taking things easy, or it’s their job to be on social networks part of the time. On the West coast, it’s lunch time. People are chatting, following, retweeting and thanking one another. My last scheduled tweet goes out.

Around 10 PM I may have my last conversation of the evening, but for the sake of relaxation I may also turn off my phone completely before that. I don’t post at night, not even scheduled tweets. Tried it once but:

  1. The stats say people (in the US) retweet less after 3 PM so I’ve decided not to bother. If I get any reactions I won’t be able to reply anyway.
  2. Besides, I might confuse some people into believing I’m still online and purposely not responding. I’m pretty sure a few early unfollowers acted the way they did precisely for that reason!

If we’re all in the same timezone, this kind of thing may go unnoticed because we’re awake at roughly the same time, we have lunch some time around noon…

I hope you have enjoyed my Twitter sight-seeing trip!

How do timezones and the like affect your Twitter experience? Have you ever wondered why fellow ‘tweeps’ reacted differently from what you expected?

Twitter: 6 strategic tips for newcomers

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I’ve been active on Twitter for a while now – though not long enough to have stopped being surprised (or somewhat dismayed) on a regular basis.

Great things about Twitter

Twitter provides an egg image for new users

Getting to know new people from across the globe – including people living quite close by, who remained unnoticed for a long time. Talking about things your relatives or friends may not be familiar with, or interested in because they relate to hobbies they don’t share or to your professional interests.

If you follow accounts with lots of links to interesting articles it is like having your intellectual equivalent of a bag full of sweets with you all day long. Even without searching, new stuff pops up. All you need to do is check out anything which looks interesting.

Surprises on Twitter

People expecting you to follow back within 24 hours. This came as a bit of a surprise to me. I mean what if you’re busy, or off for a holiday, or your spouse got angry because the best way to get you to talk to him/her would be to DM you on Twitter? Remember time zones.

People who don’t answer. I know some people have crazy numbers of followers but if you think talking to your followers is getting too ‘social’ then don’t follow back. Risk losing some followers. Or get some handy tool to help you stay social.

Clone accounts. Imagine checking a new follower’s bio and tweets, thinking ‘oh well, why not’ and following them back only to find some clone account following you the next day! I wrote a post about clone accounts earlier, and recently a similar thing happened to me.

Unfollowing and refollowing. I’m at a stage where I can still (just about) handle the number of new followers I get in a day and I check accounts regularly. I don’t like to see the same faces popping up several times among my new followers. If I don’t follow for some reason, tweet me a message if you think you can add to my (professional) life – show me you’re willing to talk to me. That adds value if your bio didn’t convince me!

Automated unfollows. I’m not kidding – it happened a couple of times before my very eyes. People who follow you because you might be interested in their products or services and who unfollow the second you press the follow button. I call that impolite. Only old-school, outbound marketers who want to be heard without having to listen do this. As I have only two ears myself (happy coincidence) I understand the problem of having a lot of people in your Twitter feed but hey, if you’re in marketing then it’s your job. Get your social media tool box out and go social.

#FF or #FollowFriday – apparently some people have decided to use their working hours on Friday to broaden their networks. They tweet #FF messages mentioning people they recommend you follow. I prefer the ones that state WHY these people are so interesting…

First steps strategy for Twitter newcomers

  1. If you’re not tweeting much yet, use lists to collect people you’d like to be followed by. Who goes into your list? Anyone with way more ‘followers’ than ‘following’. Let’s call them ‘influencers’. These are people who have plenty of others to talk with, and they need a reason to follow you (back). You can try to give them one by trying the next few tips.
  2. Get a profile picture. If you’re not comfortable with the idea, there are plenty of people who use a picture of part of their face, or a picture that shows them really small, or hazy, or dark. Whatever you do, it pays to ‘hatch’ from that egg.
  3. Write a bio that shows what sort of subjects you’re interested in.
  4. You can follow the ‘social’ people who are following more people than they have followers of their own.
  5. Retweet stuff from your influencers that you like. Quite a lot of people on Twitter will thank you for retweeting or mentioning their name (Twitter handle).
  6. If you have about the same number of followers as following, remember that others may interpret this as a sign you’ve an automated follow-back tool, and follow you in hopes of gaining more followers.
  7. Update: At some point someone will retweet an article you either wrote or discovered and shared, or mention you. My fellow blogger Daniel Sharkov (@DanielSharkov) has kindly pointed out that thanking people for sharing your stuff is definitely something you want to do. It may well lead to conversations and follows, but apart from that, people appreciate courtesy.

Looking back at my first Twitter adventures I would say the moment you decide to become active and therefore visible on Twitter, you need to be aware of what goes on around you. I hope I’ve given some idea of what you’re likely to encounter.

Did I miss anything major which you feel would really help people new to Twitter? If so, please add your tips in a comment to this post!

Great content curation: How using your expertise adds value

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In my previous posts I have talked – a lot! – about social networks and sharing. I only briefly touched upon that which is being shared. Content. Loads of content.

This post is different. It’s shorter. And it can be summed up as follows:

Why content curation deserves your attention: a great way to add value using existing

If you hang around online long enough you’ll notice content is being reduced, re-used and yes, recycled endlessly.

I’ll be the first to admit that not everyone can blog full-time. But that doesn’t mean you can’t share your expertise. First, here is what you don’t do.

Definite don’ts in content curation

Here are some methods of re-using content you really should not consider:

  • Complete blog posts copied into a company website. Luckily I haven’t seen much of this, yet. “Text produced originally on blog X” – This had better be evergreen content because whatever it is, it’s not news. Stay well away from the murky waters of content theft.
  • Tweets that contain no reference to the author of the content it is linking to. This method suggests to casual observers that you’re rolling in home-made content. I’ve seen this a couple of times. How will anyone be able to tell quickly what your personal expertise is?
  • Blogs on company websites that contain image and some text from a different blog, add sauce “Well I think it’s a great contribution on subject X…” blah, blah. Actually I ran into one of these recently. Reading this particular blog left me feeling disappointed and guess what? I went to the original blog that was way better than the drivel I’d just read.

How to apply your expertise effectively

Great ways to use existing content without spending a lot of (extra) time can be swept into two heaps: social network updates, and the light version of blogging.

Updates are great if you don’t want to start blogging in any way:

  • Start by mentioning the original author’s name (Twitter handle for preference) in all your tweets, pins and updates.
  • Refashion the original title if necessary. Make sure your text reflects what you think makes this content worth reading or viewing.
  • Use keywords or hashtags depending on what your audience likes – only if they suit the content of course.

If this sounds like a lot of work in a tight space, you’re right. But it will cost you less time than drafting a full-length original blog post. The same goes for ‘light’ blogging:

  • Write a “Top 3” based on articles you’ve read on a subject in the past week. While you read, jot down what each article adds to your line of work. It doesn’t really matter where you do this: in Notepad, or directly into your planned blog post. Whatever works for you.
  • Or you can collect a few snippets of text and proceed in much the same way.
  • If you’re good at visual representations it’s faster and easier to (re-)visualize content than to write about it.

Your main aim should be to inject your expert opinion, however briefly.

The content curation methods I’ve just described will not lead you to eternal glory but they will allow you to show your expertise without risking your professional credibility or possibly even legal issues.

Do you curate existing content often? Did I miss any methods to curate successfully? If so, you’re welcome to add your comment to my list!

If you think this post was useful to you, please share it.

Please RT: About Online Sharing

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Social networks make it easy to add other people’s content to your own message stream. A number of businesses are only too happy to do exactly that. How to avoid the murky waters of content theft?

A bit of psychology: why do we share other people’s content at all?

There are social as well as practical reasons to share other people’s content. Let’s take a look at this short and probably incomplete list of reasons:

  • Give and take – you can’t expect people to share your content in the long run if you stop sharing their content altogether. You need goodwill.
  • You really, really like a bit of content and want to let others know about it.
  • You don’t create the kind of content you need to attract the audience you need – but others do. If you want to be noticed on a social network it pays to be talkative.

Adding your own content

Spot your original content amidst all the retweets
Creating and sharing: mixed content

If you want to share your own views, there are several ways to come up with enough content to share it on a regular basis.

  1. Being extremely productive. Blogging full time. Experience helps. (Example: Darren Rowse – @Problogger).
  2. Having (relatively) low standards for the content you produce. If this is your approach you don’t read up much on subjects, and you don’t check your posts for typos. (no example)
  3. Producing good (or great) quality content over a longer period of time and then sharing it daily on social networks. (Example: Jeff Bullas)

If you’re still busy gaining the necessary experience and building up a treasure chest filled with heaps of great content, you will find yourself without relevant, ready-to-share content pretty often. Sharing the same 5 blog posts 40 times a day will not make you popular. And it’s a bit early to start inviting guest bloggers if you blog for the sake of sharing your own ideas.

Sharing other people’s ideas will help you AND them – if you do it right.

Basic tips for sharing other people’s content – especially if you own a business

Probably fine:

  • reblog someone else’s post on a platform you don’t own.
  • share interesting news on social media
  • post a paragraph on your own website and adding your own view (content curation)

Tip: always add a link and the author’s name (Twitter handle) and for preference mention the website where you found the information. Why? It’s not just good manners. Check the paragraph below about measuring your reach.

Posting complete blog posts on your company website is pushing it too far. Even if you add a statement on the lines of “this text was originally posted on website X” that does not tell your readers whether you have the author’s permission to fill your company website with their work.

Tip: the main question is whether or not you paid the author for contributing quality content to your website. Add a paragraph “About our authors” to avoid misunderstandings.

Once you have created a significant amount of content, the balance between home-made and other content will start to shift.

Tip: You need to monitor your content sharing mix and decide what suits you at each stage: 20/80, 60/40, 80/20?

Measured reach versus actual reach

Measuring the number of social shares your content gets gives you some idea of the reach of your message. Tools like Tweetreach list the number of mentions, the number of tweets and retweets, and the number of followers of all the sharing accounts. So you know how many people may have read your message.

A few caveats:

  • If sharers use scheduling tools, all you can do is hope they’ll mention you or use your title or hashtag so you can track their messages. This practice means that the reach you measure is lower than the actual reach. To close the gap, make sure that:
    • the sharing buttons on your site work properly – so visitors use those in stead of their own bookmarklets;
    • title, name, and hashtag combined fit quite comfortably inside a tweet when you click a sharing button.
  • Automatic reblogs and retweets are forms of automation which remove the engagement aspect altogether. This practice means that the reach you measure is (a bit) higher than the actual reach.
  • In an open platform like Twitter, the right subject (the right hashtag) may mean the number of views – and clicks – is higher than the number of any single sharer’s followers.

With so many tools around you can only hope they cancel each other out. In fact, a lot of tools exist that help you reduce the amount of guesswork by adding analytics to the links inside your messages – think Hootsuite, Buffer and the like.

How accurately do you need to measure reach?

Do you need to know who actually reads your content before sharing? In that case you need clicks combined with retweets by the same sharer. Just in case there is an automated tool running which retweets anything containing #subject.

In most cases it’s fine to have a rough estimate of your reach. Compare it to your website’s analytics – the number of clicks your content is actually getting – and you’ll have some idea of where you stand.

After all, reaching any audience is one thing – only part of that audience will engage with your content on your website. That is where the fun starts.

Please add your thoughts to my musings by commenting below; or find me on Twitter!

Online engagement: the future of Favorites

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In the past few weeks, every single social network I’m on (and possibly a few I’m not using) changed in some way.

Just a few examples of recent or announced changes:

    • The ‘like’ is getting even more important – the Facebook search engine (Entrepreneur.com)
    • Profile photographs are getting more important on Facebook and on Twitter (larger photographs on Facebook & the added Twitter headers)
    • StumbleUpon changed its favorites to likes – this completely escaped my attention (thanks Andy Nathan for mentioning it)
    • Twitter is closing down any sharing option which allows Twitter content to be shared without showing its origins (LinkedIn, IFTTT)
    • Facebook is adding a Twitter-like follow option (“subscribe”). LinkedIn has done the same.

What is the future of the favorite - how will we mark items?At least two of these developments affect the future use of Favorites.

Time to look at how Favorites are currently being used – and what the future holds for them.

How to interpret a favorited item

In itself, marking an item is not an action which you would use to ‘engage with others’, it is a way to ‘engage with content’.

However, if someone favorites an item published by you on Twitter then you will receive a message about what they did – depending on whether you have decided to read that type of message. In other apps and social networks, different actions are triggered.

I’ve come up with 9 reasons anyone could have to mark an item:

  1. For later reading
  2. To thank the sharer for sharing (if you’re aware of the message being sent to the sharer)
  3. For later sharing (if you’ve sent too many messages out already)
  4. For later use in their own content
  5. To trigger an action (for example by IFTTT – until next week anyway) which will publish the favorited item onto another social network.
  6. On Zite, a ‘thumbs up’ will help determine what kind of content you are shown in future visits. Zite also has a ‘thumbs down’ option – this app is for your personal convenience.
  7. In StumbleUpon, a ‘like’ (or previously favorite) will help determine what kind of content you get to see in future visits to their websites. In case you’re not familiar with StumbleUpon: use a large screen for interests like Nature or Landscape and prepare to go “Wow!”
  8. To show the item to your followers – others with similar preferences, when they visit the StumbleUpon community to browse or ‘stumble’ their interests
  9. To give you more relevant search results (in Google Search). Google Plus has probably got a bigger over all impact than other forms of marking items: your pluses (as well as your other online activities) are tracked in order to personalize search results.

Note that this list does not include social motives I mentioned for Facebook-type likes in my previous post.

What to do if your tweets are favorited?

If someone adds one of your tweets to their favorites you have several options:

  • Ignore them. It is up to the reader to decide if they like your tweets.
  • Thank them. Most people are now on several social networks, and that means the use of favorites changes. However you may still surprise Twitter newbies if you respond to their actions – especially if they’re not active on other social networks.
  • Send a diplomatically worded message when you have another piece of content which might interest them (unless they’re following you of course).
  • Follow them.

A quick look at someone’s previous likes or favorites, or their presence on other networks, will give you the necessary insight into how that person values his or her actions.

Favorites and the future: social search

In some ways, networks are looking more and more like each other. They check what people like about each of them and implement whatever is lacking, or in need of improvement in their own network. A few trends:

  1. Social networks are drifting closer together. Certain aspects are viewed as normal, and any network lacking them does not meet the criteria of the mainstream users. ‘Social’ has become a commodity.
  2. Judging from recent news on social networks, the future contains more social search. Facebook’s search engine will apparently allow you to check things like: what nearby restaurant have your friends visited recently – and liked? By the way, there is a whole section “Facebook marketing” on Entrepreneur.com if you’re interested.
  3. Favorites will go pretty much in the same direction. Favorites on nearly every social network may turn into likes, if only to blend in with the rest. The way in which favorites are used will converge as well.

Social media convergence, social search – so what?

My main concerns with social search are: I want to know when I’m doing ‘social’ search – personalized search – and I want to be able to turn it off (I’m not kidding).

We need to be able to know what the (online) world looks like when we’re not influencing it.

How do you feel about the current tweaks, chops and prunings social networks and apps are getting? Are you looking forward to enhanced marketing opportunities? Or are you really not liking the way things are going? Love to hear from you!

One-click engagement: the Like business

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Viewed from the surface, nothing could be simpler than a Like. But the more I read and think about online engagement, the trickier this aspect of online social behavior seems.

Viewed from a human perspective, engagement is simply about conversations and mutual commitment.

In that light, what is a ‘like’ on a social network worth?

Even if you don’t go around asking for likes you will probably attract likes from people who:

A thumbs-up for what? What does the liker like?

What does one particular like mean?

  1. Like you (person or company)
  2. Want to show their appreciation for your efforts
  3. Like your contribution
  4. Want to share the world of their peers and do so by liking what their peers like.
  5. Want to be a part of your world and will ‘like’ whatever you do (yes, I know).

In our real-life social interactions, we may ‘like’ something or someone for very different reasons.

Online social dynamics

If we move these social dynamics onto an online social network, we get a similar picture. But this time you’re left without the physical presence which may give you a hint of the participants’ motivation for ‘liking’ you.

Businesses on social networks: turning networks into ‘media’

If social dynamics didn’t blur the meaning of a ‘like’ enough, businesses have made the picture even fuzzier by adding their own types of rewards to the normal range of social rewards. Discounts, vouchers, receiving ‘inside’ information, and the like.

‘Like us’, in various forms depending on the network, is a major call-to-action made by businesses. You need to be visible in order to sell anything. But this practice has some drawbacks. See if you recognize any of these:

  • The race to increase reach by businesses has a side-effect in the fans & followers business which we’ve seen a lot of lately. Numbers of likes – and numbers of fans – have become a way some people measure your popularity in a social sense.
  • Buying clicks (likes) by offering discounts and prizes can turn out to be a great way of spending money, in stead of earning it. Also, if you start rewarding people for their activities you can’t tell afterwards what was more important to them: your brand, or the reward. This article on Itweb.co.za highlights the issue. You run the risk of showing your audience that likes are the only important thing for you – which turns clicks into a currency.
  • The penalty of finishing ‘last’ as a business may be that you’re not able to sell your products (to consumers at least). But even if you don’t own a business, the sense that likes matter may influence your behavior. I lately viewed some Twitter-related apps and ran into one which will allow you to lie about your current location.
  • Newsfeed over website visits: once someone has ‘liked’ you (your fanpage) they will rely on what they see in their newsfeed. This post by Mari Smith on Social Media Examiner dates from 2011 but the picture won’t have changed dramatically since then.

All this means you either join the race for likes – and keep your news coming; or you opt out altogether, or you just hope enough people will be interested in your business to ‘like’ you even if you don’t promise to reward them for it.

While it is nice to be ‘liked’ rather than ignored, the problem is that one simple click may mean one thing to you and something entirely different to your clicking visitor.

Building a relationship based on the first like

Beyond the first like: building social relationships

How to get beyond the first like

The main issue with any type of single-click engagement is that it is the start of readers and viewers engaging with the sharer. Apart from reading or viewing a text or an image, ‘liking’ is often the only form of engagement we show.

Here’s what you can do:

  • Accept that likes are the easiest way to stay informed. You’re likely to be just another item on someone’s supermarket shelf.
  • No matter what a like means to the ‘liker’, the fact remains that there is now a paperthin connection between the two of you. See if you can get off the shelf. Depending on the possibilities of the social network, your mission should be to establish a more sustainable kind of contact.
  • This article by Tracey Burrows points the way beyond that first like. I’m sure there is more to be found – if you want to add, you’re welcome to comment below this post.
  • The article by Mari Smith I mentioned earlier contains tips on how to use your Facebook metrics to your advantage.

I’ll go into the ways in which other social networks tackle ‘social’ actions in my next post. Meanwhile: how do you deal with likes? Feel free to leave your comment below!

Online engagement: how to get it, and how to prove you did

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Marketing people have been talking about engagement lately. I should know, I’m reading the stuff.

What is up with engagement?

Social Media Engagement - Are The Sparks Flying Yet?
Social Media Engagement:
Are The Sparks Flying Yet?

Businesses seem to be figuring out that just getting clicks isn’t getting their products sold.

Now this may seem obvious to any of us who have in fact clicked, faved, or liked, or been asked to do so. If you have a business, you need to get a number of people to develop a serious interest in what you have to offer.

How do you get people to engage?

After reading up on content marketing and engagement for a few weeks I must say I still haven’t seen anything which looks like a good answer to the central issue: getting customers’ permanent interest in a brand. No wedding bells on the horizon, unless they’ve been keeping it quiet like certain celebs try to do.

The only thing which seems interesting is agile engagement, but it sounds like a lot of work – and to be quite honest, the details look a lot like the things marketers have been doing all along, but under a different name.

This is a recent post  by Sarah Skerik (PR Newswire) which keeps it relatively simple. Check out the 6 tips in the lower half of the post to see if you’re doing any or all of those things.

A few tips of my own:

  • If you have started to build a presence on relevant social networks, the worst thing you can do is neglect it. You need to keep at it or risk ending up with an account that looks like an empty house. Read my earlier post for tips how to deal with accounts that have drifted from the center of your attention into the twilight zone.
  • Don’t just share the same content to multiple networks – offer extra visual stuff on Pinterest, make sure that your message works in the limited space of Twitter. If you share to a social network, you need to be relevant by the standards of people on that network.

The above should not come as a great surprise if you have a healthy amount of common sense.

How do you measure engagement?

In order to prove that the online budget is well spent – that your efforts are leading to results, you need to measure what we do, and how often. Which begs the question: what is a sure sign that we’re seriously interested?

Sure signs of attention are difficult to come by online. Ideally you would have to see a potential customer’s pupils dilate indicating their interest, but I’m pretty sure turning on the webcam for that purpose would run into serious privacy issues. There are plenty of activities or ‘engagement signals’ that allow you to use less invasive methods.

An interesting contribution was crafted by Econsultancy:

“35 social media KPIs to help measure engagement”

The post contains a list of things you might measure to get some idea of the quantity, as well as the nature, of engagement on your website, blog or fan page. While it is not a list of ways to get engagement, it does yield a few clues on current practices to measure what you’ve got.

A couple of groups of activities that businesses currently measure:

  • One-click engagement: likes, favorites
  • Conversational engagement: comments, questions
  • Sharing: reblogs, (re)tweets

In my next few posts I would like to explore some of the online activities that are currently measured. I will focus on questions like these:

  • What is the nature of the engagement you are actually measuring when you focus on a specific activity? -OR: What is our motivation for doing what we’re doing?
  • What are the limitations and downright problematic aspects of using these statistics?
  • And how can you (attempt to) work around those issues?

By focusing on one ‘group’ of online activities in each post I hope to come up with at least the glimmerings of an answer to questions like these:

What metrics measure what? How do you define your success on social networks? Do your metrics prove that success? Or are you wasting your time?

> Note: in the past week or so I’ve written quite a lot more about the whole ‘social media engagement’ or ‘online engagement’ subject. It is turning into a series all by itself. I’ll probably publish twice a week and hope that what is evolving right now will be useful to you. If you have any questions for me, let me know.