Benjamin
Franklin penned the phrase “In this world nothing can be said to be certain,
except death and taxes." He obviously could not foresee the spawning of
social media platforms. Regardless of what day you are reading this post, I’m
certain that at least one company announced today the build of a new tool to
“revolutionize” social media.
Although I
hesitate to bite the hand that feeds me, at times I feel the hype of social
media outpaces common sense. Do we really need more ways to connect socially?
Historically
(albeit the history is brief) our social media experiences have been chained to
bloated updates and photos from people, products and things we follow. This
first generation of social media fed on the concept of blasting messages to
anyone who will listen. The result: content oversaturation and deterioration of
meaningful interactions.
As we evolve
into the next generation of online use, we’re thankfully starting to see a migration
toward what the social world calls reducing fragmentation and increasing
engagement. While the terminology may be relatively novel in the digital sense,
the strategy isn’t. Some of the latest
platforms and measurement tools are based on the notion that effective and
efficient networking isn’t about shaking every digital hand possible. The best
new applications are being judged on the quality of the engagement experience
rather than the size of the network. This is a familiar refrain for old-school
marketers.
1. Stay
focused on social media outlets where the people you want to reach hang out.
2. Resist
the time-sapping urge to show up in places just because your competition is
there.
2. Listen
first. Engage second.
3. Quit
counting how many “likes” or “views” you get. Instead, find measures for
lasting relationships.
4. Don’t push
the same content to all of your social media platforms. Much like your friends, each is unique.
5. Adopt
social media policies that fit your corporate culture.
6. Do your best to add value to the lives of others.
6. Do your best to add value to the lives of others.
