Tag Archives: Forbes

Tech before people? Think again.

22 Nov
Source: knogimmicks.com

Source: knogimmicks.com

With all the social media tools out there, it’s easy to go by the seat of your pants on putting something out just for the sake of feeling like you did something today. How effective is that? What did you really accomplish long-term? Having a good social media campaign before you set off is crucial to successfully attaining your organizational goals.

At the heart of that is understanding your audience.

“In the age of social media, most businesses have become decidedly antisocial,” said Rob Asghar in a 2013 Forbes article. “Your call to the customer-service center is shuffled off to a faceless script-reader in Manila. Or many times you don’t even get that:  You get a machine that keeps asking you, with an edge in its voice, to take another crack at clearly stating the nature of your problem.

And pressing ‘0’ only gets you another computer voice, mocking you and reawakening the spectacular sense impotence that your family instilled in you at the dinner table. The truth is that the company that you called doesn’t want to hear from you. Ever. You only wanted to discuss a minor billing question, but now you need to return to therapy.

Hopefully, therapy is the not in the cards for you and your audience. You do have to take an honest look at what your base is and who you are to them.

Source: socialmediaexaminer.com

Source: socialmediaexaminer.com

“Every company has not only a different client base, but also a different target social media audience. Understanding who you want to target is vital in social media. If your business is using social media to grow, then you need to focus your message and content toward that goal,” said Patrick Rodgers of powerserve.net.

Pam Moore, CEO and founder of Marketing Nutz, gives some good tips to make sure your efforts are audience-driven and that you understand what you’re taking on.

“Relationships take time and are not going to be nurtured overnight,” Moore said.

1. Know who you are.

2. Know who they are.

3. Know what they want.

4. What can you offer them?

5. What format do the good come in?

6. How much will it cost them?

7. Do you make it easy for them to get what they want and need from you?

Michael Stelzner, of Social Media Examiner.com, suggests reconsidering the relationship between you and your audience now that social media has come into the mix.

“Originally marketers delivered the promise via email, but now you have to take that style of thinking into the social and mobile channels. Proprietary audiences will only be there if you build them. If not, you’ll have to pay in the form of advertising.

Before the Internet, creative thinkers only had to worry about great creative. They didn’t have to assemble an audience because mass media did that for them,” Stelzner said.

“The difference today is not only coming up with the creative, but also thinking about distribution and building an audience that belongs to you—one that nobody else has access to. So when you have that great piece of content, you are able to push the button and reach your audience.”

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