Changes in Technology & Politics and their effect on Business
Brian Solis is principal of Altimeter Group, a leading research-based advisory firm. Brian is also the author of the all-new Engage!, an award-winning guide for businesses to build and measure success in the social web. Follow him on Twitter.
As a consumer, you are blasted with the same request over and over: “Follow Us on Twitter, Like Us on Facebook.” Why should I? What’s in it for me? These are questions of which a significant number of businesses cannot genuinely answer.
Today, a notable number of businesses are approaching branded social channels from a “ready, fire, aim” approach. This method conjures a facade of achievement when in fact, any progress, if at all recognized, is short term and shoddy at best. Many focus on numbers without first analyzing who they’re trying to reach and, more importantly, how engagement satisfies the needs of their customers. Without a mature content and engagement strategy, a great unfollow and unlike movement is inevitable.
The key to zooming in on purpose and usefulness within social channels starts with the realization that there is no one audience. Nor is there a sustainable market for branded messages, marketing campaigns, or “Tweet/Like to Win” contests. Indeed, every channel created to represent the brand must carry a purpose, mission and corresponding value. One of the most common questions I’m asked by businesses of all shapes and sizes is, “What is the right number of accounts we should have in each social network?” Or, “How many profiles is too many or too few?”
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