Author: Justin Flitter August 17th, 2011 at 12:36 pm
Whether you’re an individual using social networks or a business you should constantly be asking yourself why should people follow you. What’s going to make your content interesting, engaging and valuable for your audience?
These two questions determines your focus and refines your content strategy. It’s important for you and your audience. People can’t possibly listen and absorb everything that comes through their Twitter feed or their Facebook wall so nailing down exactly what your focus is on each social network is vital.
For example, last week I ran a Social Media workshop for a recruitment agency. Over the day we developed a different approach for Facebook and Twitter and Linkedin. Their use for each network is quite different, it’s targeted and specific.
On Facebook the approach was to focus on tradespeople and related construction staff. Content would focus on the culture of different construction sites, health and safety advice, and the people involved. Experience and knowledge shared from within the company gave us insights that those types of people were actively using Facebook and often had mobile devices receiving notifications during the working day.
LinkedIn offered them the ability to target employers and candidates with more serious content and advice and Twitter was established as a conversation channel they could use to engage with the wider community, utilising networking and personal referrals to identify possible candidates and foster relationships with potential new clients.
So the strategy for Facebook was highly structured and organised with programmed content based around the trades people they are communicating with. Twitter’s plan is very unstructured, free form, with less focus on “what the business does” or “what the business needs to achieve” and more on outreach, fostering useful relationships over time.
Giving your customers and fans a reason to like you on Facebook or follow you on Twitter could begin with deals, discounts, exclusive content, or competitions. While research suggests those tactics appeal to the vast majority of social network users, are they enough to keep people engaged over a long period of time? We know that consistency is key when building a community, so a competition once a month or weekly specials are unlikely to create a brand experience that people will participate in on a regular basis. They may read that information, but will it really engage them in your brand?
In this video Brian Solis discusses this topic. The first 4 minutes or so is focused on the ‘why should I follow you?’ question and uses an example of a yoghurt product which has “Follow us on Facebook” on its label. Solis asks “Why would you want to become a fan of your yoghurt on Facebook”. Simply saying “Follow us on Facebook” does not answer the consumers question “What for”.
If the yoghurt label had said “Follow us on Facebook for fun recipes with yoghurt” more people might think it was a useful and rewarding thing to do. Each day they could post a great new smoothy recipe, breakfast meal or started pairing different flavours with different cakes.
I enjoy talking to businesses about social media because each one uses the same tools in a different way. And you should, after all it’s not about what social media can do for you, it’s about what you can do with social media that matters.
So what’s your angle? How are you or your business differentiating your social network content from other users or your competitors?
We love to hear what you think, but please note, that by submitting a comment you agree to our comment policy.
Our comments work like a dinner party. Differences of opinion are welcome but keep it respectful or the host will show you the door. If you're rude or abusive, your comment will be deleted. And if you're offensive, you won't be welcome back. We reserve the right to remove any comments that do not comply with our policy. Have fun and thanks for adding to the conversation.
Social Media Consultant
Justin Flitter has worked with United States based startups, Advertising Agencies and New Zealand companies of all shapes and sizes. Justin leads the Marketing Association Social Media Advisory, runs in-house Social Media workshops and develops...
View Author's Posts
Social entrepreneur
Social entrepreneur Melina Schamroth is in the business of making a difference. Founder of m.a.d.woman (making a difference), creator of the unique Single Volunteers dating program,...
Online Editor - MYOB
As resident social media expert and editor of The Pulse, Emma is the online voice of MYOB. With a background in digital marketing, graphic design and advertising, she has a keen interest in...
General Manager - MYOB NZ
Julian Smith (@JulianTSmith) is the general manager for MYOB in New Zealand. A frequent traveller, keynote speaker and business commentator, he blogs on key issues and trends, providing advice on...
Social Media Consultant
Justin Flitter has worked with United States based startups, Advertising Agencies and New Zealand companies of all shapes and sizes. Justin leads the Marketing Association Social Media Advisory,...
Need help with your MYOB product or service?
Find out more
A new way to get technical support.
Connect. Discuss. Learn.
Courses and materials
designed to help you make
the most of your software.
Copyright © 2012 MYOB Technology Pty Ltd. All rights reserved
Author
Thomas
August 19, 2011 at 2:13 am
The whole notion you have to “Like” a website to pose a question is absurd. I sent a message to MYOB using their contact form, but got no answer. So I jumped on their FB page (which I had to “like”) so I could post a question, I did get an answer. But now I wonder do I need to unlike their page to avoid status updates. Having said that I have contributed to three blogs today.
Anyhoo….
Don’t worry so much about getting people to “like” your social media page, rather get them to love you/ your company and products so they are loyal to you and in fact refer you to their friends.
But despite all my previous drivel. You are right about “why”, and for most business they do not have a reason/benefit so it becomes a public complaints wall.
In fairness to Myob, these blogs are a great initiative, it creates a discussion between users and software company. However time will tell if that will generate more or more loyal customers. So with that keep up the good work at myob/blog.
Is there a reason why there are two separate blogs for NZ and AUS?
Thomas
Author
Emma Mulquiney Online Editor - MYOB
August 19, 2011 at 2:35 pm
Thanks for visiting Thomas! We’re glad you’re liking our blog initiative, we’re enjoying bringing it to the masses!
You’ve hit the nail on the head here. Our aim at MYOB is to use our social media sites to share information about the company, and business in general – and while we are always available to help clients who need it, the point isn’t to create an avenue for public complaints!
We’ve developed separate sites for AU and NZ purely because we think they deserve them! While there is plenty of symmetry between our two countries, there are different issues and different topics that will resonate with different populations, and we’re keen to keep The Pulse as locally relevant as possible. You’ll see a lot more differentiation over the coming months, as we get some new writers and contributors onboard.
You seem to have some great insights, so I’d welcome any ideas you have for topics, or things you’d like to see covered?
Cheers, Emma
Author
Justin Flitter
August 19, 2011 at 1:02 pm
Hi Thomas
Cheers for your feedback and comments. Yes you will need to unlike the page if you do not wish to see posts on your wall. The Pulse is a new initiative and I guess they have one in NZ and one in AU so they can have local people writing for local businesses.
IMHO apart of social media is fostering enduring relationships with your customers and fans. Customers that like your business may become raving fans over time as the relationship grows. Its all about opening up channels of communication of which Facebook is one.
Do you have a social media question I might be able to cover in a future blog post? Is there something that bugs you, confuses you or something you would like to know more about?
Cheers
Author
Thomas
August 19, 2011 at 3:44 pm
Justin,
No question at this stage. Myob’s facebook page has a slightly different twist to it as it is also a communication channel to your sales channel (accountants selling your software). I have raving fans today and I am grateful for that, but for me facebook is probably not something that I would get into (for my business). It may be very suitable for some businesses, and if so, I think they should learn from someone like you.
I get a lot of referrals from my customers, but haven’t yet asked for testimonials for my website. That will be the next step for me.
All the best.
Thomas
Author
Thomas
August 19, 2011 at 3:53 pm
Emma,
The only reason why I asked about NZ and AU split is because I have to change the country setting every time I want to read or post something.
Cheers