Social Media And The Art Of Conversation

Posted on February 18, 2014 by

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Social Media Conversation Engages Everyone

Social Media Conversation Engages Everyone

Can we talk? Really engage in a meaningful conversation? On social media? If your answer to all of these is yes, then you must be doing something right! As the photo on the right shows, it’s tough to keep everyone engaged in a conversation…especially when they’ve got a snack in mind!

According to the ExactTarget 2014 State of Marketing Report, 86% of the 2,500 global marketers surveyed believe social media currently provides or will eventually provide financial return. The writers at ExactTarget state that “with this in mind, we expect to see marketers using social media to better boost their brand with customers.’’ A 2012 Vertical Response survey shows that 43% of small businesses spend 6 hours or more each week on social media (and I believe that percentage has only increased since 2012), but are they doing the right things to get that financial return that marketers believe social media can or will provide?

In a webinar today, Joe Pulizzi from Content Marketing Institute talked about engaging not only potential customers, but gaining the attention of industry influencers as well. The idea of a social media 4-1-1 that he shared is similar to the 80/20 rule that says 80% should be things you share from others and 20% should be things of your own that you share. The social media 4-1-1 concept is a bit more specific and states that for every six pieces of content shared via social media:

  • 4 should be pieces of content from your influencer target that are also relevant to your audience. This means that 67% of the time you are sharing content that is not yours, and calling attention to content from your influencer group.
  • 1 piece should be original, educational content that you have created.
  • 1 piece should be sales-related — like a coupon, product notice, press release, or some other piece of content that no one will likely pay attention to.

With these ideas in mind, here are the questions for this week’s #SMChat:

  1. Do you think the 80/20 rule or social media 4-1-1 are viable ways to increase levels of engagement?
  2. This Miami Herald article says that by using social media to start a conversation or tell a story, it allows your company to stand out from the competition. Does starting a conversation or telling a story matter if no one engages? How do you get them to participate in the conversation?
  3. Nearly two years ago, Lee Odden was my guest on #SMChat and his recent blog post talks about how to stand out with those that matter most to your business. How can you build social media into your content planning strategy?
  4. Matt Long (aka @Landlopers) talks about taking a break to find your “voice” again when the day-to-day social media and blogging conversations take it from you. How do you recharge and reset your social media voice?
  5. A recent Forbes article says that specific platforms influence buying behavior. Are the platforms more important than the conversation in order to gain financial return?

Join us at 1PM ET on Wednesday, February 19th, 2014 to discuss these questions and more during the #SMChat social media marketing chat on Twitter! Can’t make the chat? Feel free to post questions and comments below. Talk to you soon!

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Posted in: Marketing