Tag Archives: followers

The Pressure of Increasing Likes and Followers

I am sure you have heard this question before – “What is the value of a like or follower?” At the same time, some of the same people ask, “Why don’t we have more followers or likes?”

pressured social mangerHere is the crux of the issue … on one hand your management believes that you need to be active and successful in social media marketing. Everyone is doing it, so it must be important. On the other hand, your management does not understand (and maybe you do not as well) what successful social marketing looks like and how it might be measured.

Well over three years ago, I answered that for you. Having knowledge of the points within the referenced article is key while managing social marketing and reporting metrics to your management. I highly recommend you review the article and become well versed with the approach.

But the point of this article is to take it one step further (assuming you understand “What Social Media Marketing Success Looks Like“). There comes a time when your management will ask you, “Why don’t we have more followers or likes?” In the back of your mind, you must understand that this metric by its self is meaningless. I always say, I could get any brand one-million likes … we’ll just give an iPad away to anyone that likes us. OK – so I am being a bit dramatic. The point is that it’s important to get followers and likes, BUT it is even more important how you communicate to them and keep them engaged with your brand.

Remember, Facebook, Twitter, and all the other social platforms are NOT your community. The social platforms own the users, not you, and Facebook and others change their policy just about every month. Your objective is to drive users to your site; your community; a place where you control everything. At the same time you want your audience to be comfortable getting your brand communication, inspiration, and engagement where they prefer. They may just get brand content on Instagram for instance because that is THEIR digital preference and behavior. It is a delicate balance to strike.

You might clearly understand how to drive success with social media and that it is not just about followers and likes. But you must also be prepared with the reality that you will be questioned on your brand’s follower and like numbers. Everyone who has ever had some degree of social media responsibility in a company has experienced this.

So here is the reality. (I hope executive management is reading this as well as social marketing directors, managers, strategist, etc.) When the brand is feeling growth pressure, someone will evidentially ask, “Why don’t we have more followers?” I have been asked this question in every position (fulltime and consulting) I have held. It would be nice if you could explain to management everything that was included in the referenced article, “Know What Social Media Marketing Success Looks Like”, but this is not the time. At that point, you must have tactical plans to increase followers and keep management happy. It is important to drive results that concern management. But you cannot stop there. You must have a strategy and plan in place to move new followers to the digital assets you own – your community and your site.

In summary here are the three important takeaways:

1) Educate your company management on what successful social marketing looks like before they ask. Produce weekly reports that highlight performance metrics even if they do not ask for them.
2) Be prepared to have a tactical plan when you need to increase users (including paid social media).
3) When you do grow followers and likes, have a strategy and plan that keeps them engaged with your brand and motivates them to share with others.

Social marketing positions come with much pressure. You can alleviate much of the pressure if you are a) proactive, b) responsive, and c) strategic in building relationships far beyond simple likes and following.

Make It Happen.
Social Steve

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Social Followers – What You Need to Understand

During most weeks at work, I stop to think about what I am doing and what I should share with you on my blog. This week I was working on increasing brand following and thought it would be good to share with you some tips and perspective. But there was one problem – what I do for my company’s brand, I do not practice for my Social Steve brand. I had a dilemma. How could I make recommendations that I do not practice?

social followers

So I need to share some honesty about the Social Steve brand and my company’s brand. With regards to the Social Steve brand, I really do not care who follows me. I do not mean this with any disrespect to anyone. I just feel that if what I have to say resonates with someone and they find good value out of what I have to share, I am truly thrilled to have them as a follower. If it doesn’t, no harm done. My life does not get enriched based upon having 5,000 followers or 500,000.

But with my professional job, things are different. It’s not that I solely care about a follower count. My main objective is to get potential users to experience the brand on our site. And part of the user journey is to experience the brand on social channels, so I want to increase following numbers on the brand’s social channels.

Remember, numbers do matter, but it is not just about the numbers. You want to have people following that really care about what your brand has to offer. You want them to share the positive experiences with your brand with their network.

So the one important aspect that is the same for a personal following and professional following is to be useful and/or entertaining to your audience. This is the most important factor for winning over any type of audience.

I created of list of other things you should do to create a strong following on social channels. After I created the list, I realized that I do not do all of them for my personal brand but certainly do so for my professional endeavors. The truth of the matter is that I do not have KPIs (key performance indicators) for my personal brand. Thus I just wing it for my personal brand. Maybe that is okay, maybe it is not. But for a professional brand you do have KPIs and you cannot just wing it. This is a very key distinction.

So here are three added tips for creating a strong brand following for commercial and professional brands:

Curate your influencers and audience content and postings. Show your audience you are listening to them. Share their valuable and entertaining information with the other members of your audience.

Don’t be the know it all; let others shine. Many brands feel that being the leader in a competitive space hinders them from sharing other good content on their topical area. That doing so diminishes their authoritative role in the competitive space. This could not be further from the truth. Being a leader in a particular space means that you provide the most intriguing original content AND that you research the space for other valuable information. Sharing what you find with your audience reinforces this persona.

Credit others that contribute to your industry. This point is an extension of the previous point. Not only do you want to share other valuable information, but you must also credit the source. This is not only ethically correct, but doing so is likely to broaden your audience. When you credit others, they likely retweet or repost your mention of them. By doing so, the referenced contributor shares your brand with their audience.

At the end of the day, you need to make sure you understand what you are looking to accomplish in your social channels. You need to take appropriate actions to accomplish your exact objectives. I highlighted this by describing for you my different approaches to my personal brand and company brand. Hopefully I have inspired you and led you on a path of success.

Make It Happen,
Social Steve

Footnote – I head up social marketing and audience development for DivorceForce. DivorceForce is a safe and supportive community for anyone to navigate all aspects of divorce. Please checkout http://www.divorceforce.com and share with anyone that is looking for information on and assistance with divorce.

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