Don Crowther has a a way with words. I had to laugh when I listened to his latest video which is part of his pre-launch for his Social Profit formula.
Managing social media strategies for my clients as well as for myself, I am constantly working to increase the relevance of all the posting, tweeting, facebooking and so on that makes up the fabric of much of what I do.
With many of my clients who mostly fall into the B2B category, the challenge is encouraging participation by employees and by customers, and discouraging what Crowther terms ‘an endless stream of useless personal drivel‘ (way to go, Crowther! that’s calling a spade a shovel, for sure!)
The trick is, how do you encourage people to stay engaged – or get engaged – in the first place while discouraging irrelevant chatter? Is that even possible? For instance, a corporate client has all the ‘right’ social media accounts and they’re all pretty active – but they’re full of tweets and posts about what who did with whom on the weekend and how little Johnny’s faring in Little League.
In previous posts, I’ve spoken about giving control to employees and customers in order to encourage them to stay engaged, but how do you manage your social media strategy when it gets hijacked by enthusiastic socialites?
Good question. Let me know if you have any better solutions than this:
Simply make sure that you have enough value added content being posted at consistent frequencies. This requires someone administering this process rather than leaving it to chance and hoping that someone – anyone – will post something useful.
Also, encourage all the people posting to share something useful at least once a day. Let’s have fun, but let’s also keep the end in mind. Rather than cracking down and offending everyone so that you end up with no activity – or only corporate-speak activity, why not simply steer in the direction you want to go?
Crowther makes a great point: that you really have to offer something of value to your followers in order to firstly, stay followed, and secondly, make some money from your social media activities.