5 all too often forgotten truths about social media
- Tue, April 12 2011
- Filed under: Social networking and web 2.0
Here is a brief cultural guide to social media, and it is primarily common sense. But since I see these truths forgotten all too often, they are worth citing. Sometimes the most obvious ideas are the ones we overlook.
1.) Always listen and watch first. Being quiet is the first step to any social media strategy. Understand the social network you are joining by focusing on the people who compose it.
2.) Remember it’s about them, not you. Social media is a place to listen more than you talk, share more than you create and point to others more than you promote yourself.
3.) Know it’s about participation, not control. Social networking is about relating to people on their terms, so it requires a true spirit of conversation. Relationships reign. This is not about “re-purposing” your marketing materials or controlling the message.
4.) Be your true self. Authenticity and transparency are critical. Fake can be smelled a mile away. So be open about the good and the bad, and be honest about your own actions.
5.) Build friendships. Social networking is the work of forming and deepening relationships. Whether this happens online or offline, it takes time and effort if you want a true bond. Approach your supporters online like acquaintances you’d like to become friends.
Comments
Awesome article Katya! We love reading your posts about non-profits and social media. We’re trying to build a social shopping tool for non-profits to fundraise ourselves! http://rec.fm
Katya, great reminder of the simple yet critical principals we need to keep in mind as we engage via social media. I’m guessing for many traditional marketers, number 3 may eb the harest of all to keep.
It’s amazing how many people do not follow these basic practices! Great reminder!
It’s good to have conversations, and it’s ALSO good to have goals. But WHICH goals?
I’d also say that if your board or leaders are pushing you for ROI straightaway for your social media efforts, show them that what you CAN measure is:
# of conversations started
# of chats participated in
# of touches to different community members
# of uniques, visits, and pages
# of newsletter conversions from % of visitors as compared to the previous 6 or 12 months.
# of donations from newsletters
When getting your nonprofit to start being involved in the social media space, you need to measure and have metrics, but make sure that your metrics are something that is not tied to fundraising, at least for the first 24 months. Give yourself LOTS of time to experiment and don’t judge the process until many months later. I’ve got some case studies here: http://treyzsocialmedia.com
Peace,
Mazarine
Another point: Don’t sell on every post. Give something back to your followers so that they keep following you!