10 Essential Rules for Brands in Social Media
I recently read a blog post by Taddy Hall titled “10 Essential Rules for Brands in Social Media.” To be honest, when I first saw it in my google alerts I rolled my eyes thinking it was, yet another, “how to” on social media. Anyone else feel like the “blog-world” is saturated with those posts, that keep repeating the same information.
However, this post went deeper than just “listen first, then engage,” and explained in detail, using fresh analogies, the ins-and-outs on branding using Social Media.
To read the full article click here. But here are a few of my favorite parts:
The 1% Rule
In category after category, our data show that a small fraction of site visitors are responsible for a substantial portion of total site traffic. On average, the percentage of influential users (defined for our purposes simply as a visitor who’s subsequent sharing actions result in at least one additional site visitor) on a given site is 0.6% and rarely above 4%. However, these influencers regularly generate 20%-50% of total site traffic and an even higher share of conversion (defined however a site owner so decides). To make social media marketing effective, marketers have to identify and engage — and better recognize and reward — these super-influentials.
The Power of “Weak Links” Rule
Influentials generally do have many direct “friends” and “followers,” but what makes them truly valuable is the number and relevance of their extended or indirect connections. As Albert-Laszlo Barabasi illustrated in “Linked,” you are far more likely to find your next job through a friend-of-a-friend than through an intimate contact. These “weak links” matter in the “real world,” and they matter even more online. A critical implication for marketers is the need to track the extended social graphs of their content if they are going to be able to understand and activate the dynamics of influence.
The More Things Change Rule
Our research consistently demonstrates that e-mail and IM remain popular ways to share content. So don’t throw out your old e-mail marketing methods just because Facebook and Twitter are the newest communication platforms du jour. The tried-and-true methods of getting customers to share links via e-mail and IM are still extremely valuable sources of traffic. Furthermore, incorporating social elements into your e-mail, such as incentives to share, can dramatically enhance an investment you’re already making.
Finally, I really liked this last section on customer service. I think the best use of social media is when companies come out from behind their “corporate logo” and interact, transparently, with their customers. Personally, when I feel I’ve connected with a company I’m doing business with, I will be one of their “biggest fans” out on social media. And for those companies that don’t connect . . . . well.
The Customer-Service Rule
Social marketing programs succeed when they provide a service to the consumer. Traditional media-planing processes that begin with reach and frequency targets are largely unhelpful in social media. Reach and frequency — as well as engagement, preference and conversion — are positive consequences of giving consumers content that is sufficiently relevant and useful that they propagate your message across their own social graphs. Focus on providing useful content and offers to your target audience and they will spread your messages for you.
What are your thoughts?
Tags: Adam Waid, Branding, Customer Service, Engagement
The “weak links” rule is really important. It’s vital also to ensure you treat someone with 1 follower just as well as someone with 1000 followers.
My big fear is that Twitter Search’s move to filtering by popularity is really going to change the space. I think it could get even harder to reach a wider audience unless you’re one of the big guns.
Thanks for your comment. I agree with both of your points.
I think at times, the point that social media is really about relationships, falls to the waste-side as marketers are trying to “reach the masses.” However, that one person (with 1 follower as you said) might potentially bring in more business if they feel connected and satisfied with their interaction with you on social media.
What do you think?