Manual Posts are Still the Best for Engagement

May 12, 2011 3 Comments

Clients often ask me how to connect their Facebook, Twitter, blog and LinkedIn accounts for automated posting. While I see the need for streamlining and for saving time, this isn’t something I recommend. Here’s why.

People don’t want to talk to machines

R2D2

Image courtesy of starwarstoys.com

We’re all accustomed to leaving a message on voicemail or sending a text, but only as a way of asking for feedback at a later time. By automating your tweets to post to your Facebook page you are using Facebook as a broadcast medium, which isn’t what people enjoy. It’s all about the conversations. If you really don’t have time to check your page and converse there, perhaps you should think twice before setting up a page. I am frequently disappointed when “liking” a fan page only to discover a stream of posts directly from a Twitter app (hashtags and all) with no engagement whatsoever. I know right away I won’t be getting any feedback nor having any fun with the page owners. There isn’t a person behind those posts. It’s a machine. R2D2 talked back at least.

Automated Facebook posts have a lower EdgeRank

I’m not positive about this, but I suspect it. Facebook’s ranking system for deciding what is displayed in your newsfeed, known as Edgerank, is a complex mystery and I don’t pretend to know how it all works. I do know that comments and likes drive up the Edgerank of your posts and that each object has its own rank.

Think about it though. When was the last time you saw an automatically generated post in your top news feed? I admit I use Networked Blogs for posting my blog posts to my Facebook page, as I do get some traffic from the app; however, I’ve started posting them manually in addition to the auto post. After studying the analytics on my blog I realized those automated posts weren’t driving much, if any, traffic directly from Facebook. I realized I needed to go back to the old fashioned manual post. I get the most enjoyment when people comment and ask questions and I don’t want to do anything that might discourage that interaction.

Social Media is about relationships

Relationships take time and energy. Just ask your significant other how much they’d enjoy a robot version of you taking the place of real conversation. As busy as we all are I’m sure some of you wish you could clone yourselves. But really – is that robot able to reproduce your personality? It’s your personality that draws people to you, just as on your page. Remember, social media is technology, but it’s just a tool that allows us to engage in relationships across a virtual space.  Remove the personality from the space and the space becomes dry and useless.

Participating in social media channels takes commitment. There is no way to fake, automate, or get around spending quality time with your followers. Streamline where you can, but take the time to be genuine, converse and have fun. You’ll get so much in return.

Follow me on Facebook and Twitter and I promise it’s me you’ll find there.

Filed under Facebook, Fun, Random, social media Tagged with , , , , , , ,

Social Media Marketing is Like Dating

March 14, 2011 5 Comments

The more experienced I become with social media marketing the more I realize it’s a lot like the dating scene. Businesses just getting started using social media often want instant results. That just isn’t possible, just as it isn’t likely (or advisable) to jump from the first date right into marriage without a little courting in between. Let me explain.

Courtesy of nwso.com

Businesses using Facebook or Twitter to find and court potential customers should plan on spending some time looking at customer bios and researching their prospects before making any connections. Does the business you’re interested in have goals that align with yours? Can you see the potential for a long term relationship, or is this going to be just a couple dates? Are they located near you, or will this need to be a virtual or long distance relationship? These details are important before moving forward with relationship building. Know what your strategy is and why you’re pursuing this particular customer before moving forward.

Once you’ve decided who you’d like to get to know you reach out, timidly at first, in the hopes that they will notice you and reciprocate. Maybe they’ll follow you back, or make a comment on your Facebook page.  Perhaps you’ll get a direct message. The anticipation is high here, and you’re excited when they notice you.  Even so, this isn’t the time to rush right in. Move slowly. Retweet them, compliment them on their Facebook tab. Say something that says you’re friendly and ready to engage. Focus on finding a commonality and try to nurture the relationship for awhile.

Once you’ve noticed each other and have exchanged a few tweets or comments, introduce them to your Twitter family by including them in your #FollowFriday listings a few times. See if your family likes them.

Finally, once you’ve interacted for awhile and have developed a good working rapport, it’s time to reach out and ask if you can send out a salesperson, or give them a call to discuss your products, or invite them to purchase your eBook, whatever it is you are marketing. Pop the question!  It’s nerve-wracking, I know, and you might be rejected, but this is what you’re working towards and you have to just work up the nerve when the time is right and go for it. The worst that can happen is they’ll say no, or ignore you, or even unfollow you, right?  The best, you make a sale or earn a new client. That risk is worth it!

So what are you waiting for? Start researching those bios.

Nice landing page you have there.

Filed under Business, Fun, social media Tagged with , , , , , ,

Friday night lights

September 18, 2010 1 Comment

I just came home from my local high school’s Friday night football game, and it was a great evening. The team played an awesome game, the marching band was the best I’ve ever seen them, the weather was great and in the distance, making the evening picture perfect, I could see farmers out in the fields harvesting. It was Americana at its finest. We’re just a small town here, nothing spectacular about it really, but tonight it seemed like the type of place people dream about living and raising a family. There was a cause to get behind–the football team, and a community to be proud of. It was special.

EC vs Greenview

Photo courtesy of East Clinton High School

Your social media page for your business should create the same feeling.

What are you cheering for? What brings your customers together? What is it about your business that can make them feel like they’re part of something larger than themselves? What is the one thing you do that makes you special?

That’s the mission of your social media strategy. Keep focused on that, and your Facebook (and Twitter) fans will be cheering for you.

Go EC!

Filed under Fun

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