Social Media Community Building
Building social media communities requires a deliberate plan. People are busy. There is a lot of noise on the internet and social media in particular. Many believe (incorrectly, I might add) that this is leading to a level of social isolation never experienced before. People who choose to be isolated will find ways or excuses to do so. All social media does is magnify who you really are.
I have connected with people all over the world. I was once challenged that those people aren’t really your friends just connections on a social media platform. Not true! We’ve done business together, collaborated on projects together, and shared meaningful experiences together. Connecting was my plan. Everything I do is about making those connections and making them as meaningful as possible.
Connections are as important as in your real life. The way you treat people online should be in sync with how you treat them in real physical world. The best part of social media is – delete / unfriend / block / report abuse option. Take good use of them whenever you feel like you are in a situation (again it depends on how you would treat them in real life) via: Is social connections on social media important? – Quora
There is tremendous value in being social. That value can be greatly enhanced by social media. It’s the opportunity to connect on a regular basis in a meaningful way. From those connections you find people:
- With less than noble intentions
- Who simply want to lurk
- Who are interested in you, but not your business
- That express interest in your business, but not you
- Who are potential business assets
- That could become potential business partner
- You might need as potential business collaborators
That crowd isn’t really any different than participating in a marketing event, attending a meetup or networking event, going to a business leaders convention, participating in a Chamber Ribbon Cutting, or simply walking down the street. Consider the effort you put into building a social media community in much the same way.
Here are three tips to help you make the most of those efforts.
Be Real in Your Social Connections
Be who you are. Don’t pretend to be something you’re not. We see lots of fakers online. Eventually genuineness wins out. Connections are made by and with people who are real.
If you have a unique slant on Cajun food then share it, but share it in the same way you would in person. In person you would blended your slant into normal conversation. You wouldn’t dominate conversation with it. If you did, people would eventually avoid you. Balance the number of posts you make with the number of comments you make on other people’s posts. Show genuine interest in your connection’s world. Don’t hesitate to show the world what else you know beside cajun food.
Be real in your social media communities. The only way you can connect with people is to be real. Let people know who you are. Share your life.
People want to connect to people who are real. Fake abounds in the online world. The real person will stand above the crowd. Letting people know you’re real allows meaningful connections to develop.
It isn’t enough to simply provide resources for consumers. It is equally important to give them a way to actively participate in the conversation by engaging their own social networks. This can be done in a variety of ways including sharing information with their personal network, participating in surveys, or entering contests. via: The Importance of a Personal Connection: Interactive …
Be Relevant in Your Social Media Communities
Connect with people around topics they need to know or have interest. Give them value around things that matter. When Hurricane Harvey hit Houston my Live Feeds that week highlighted the people and places that were making a difference in Houston. I don’t live there, but I know people who do. What was happening in their homes is important to me, but it was a matter of life and death to them. Share their posts. Check in on them. Connect them to resources or connect their resources to people in need. Use the social media community in exactly the same way you would use your local community.
Yes, your business is important, but so are people! If you are going to be relevant to your audience step outside your normal business focus to show you care.
When you focus on your business do it from the perspective of what is important to your connections. Put their needs first. If you’re an HVAC installer you might think that smart control thermostat on your best unit is a great feature to share. What’s important to your customer is keeping their family comfortable durring erratic weather.
Use your social connections to listen to what’s important to them. Find out how they refer to the troubles they face. What language do they use? What’s their level of frustration? What have they tried that failed? Learn to address those things and speak that language and your relevancy will skyrocket.
When the recognized authority (you) responds personally to their problems, using their langauge, offering real solutions your value in the community becomes priceless.
Be Responsive in Your Social World
When your connections post in their social media communities respond. When they listen to your live feeds thank them. Comment on their comments. Not just the ones you like the most but everyone. There is no shortage of meaningless conversation on any social media platform. I’m not suggesting that you answer every time someone asks, “What’s your favorite vacation spot?” I am saying that you should respond to things that are relevant. Don’t forget the importance of relevance.
Below is a quote from a great article, “The Tale of Two Bakers.” You can do exactly the same things in social media that the one baker did to gain a portion of market share.
Every day when you open your computer, log into your social media, read or send emails, run an ad or call someone up – you’re entering a very busy high street.
So take an interest. Be part of their day. Add to their experience. Use social media as a conversation starter and a relationship builder and do it when you can, when your bread is baking, or while you’re eating your lunch time sandwich. via: The Tale of Two Bakers (And Why You Need to be on Social Media!)
Social media community building will expand your impact in the world. It’s worth every effort you put in to it. You may not see immediate benefits. It takes time to create impact. Building social media communities should be a vital part of your overall marketing strategy. It’s not a tactic that gives immediate results. Done right, it’s a strategy that positions you as the expert in your market. The long term benefit of that trumps the immediate benefit of a short term tactic every time.
The button below will take you to a page where you can assess your social media presence. Go there and discover how well you are doing in building a social media community presence.
Black hat marketing techniques need to be exposed. They hurt business as a whole. They should be exposed when I find them so you can avoid they tactics and their tricks.
While doing a YouTube search for promotional videos for Kudani Cloud – what I believe to be the best content curation tool on the market. I stumbled on this video and I decided to share his black hat marketing techniques with you. The more you know the more you can protect yourself.
Now you get the impression from the video title and the splash page that the content is going to be about the reason why you shouldn’t buy this product. The product was released 4 years ago and the scheduled release of the product coincides with the date of this video. The lowlife is piggybacking on the release of a very popular product to get traffic and attention to his slimy offer. By using the name of the very popular product creator he is leveraging traffic.
Look at the splash page. “Here’s me. I’m at the Giza Plateau. This is made possible by my incredible success on the internet.” While not a black hat marketing technique it has become a kind of “guru” trick.
Black Hat Endorsement
At 6:34 in the video he mentions, “the developer has specifically asked that I not reveal the pricing in this video”. He is implying that he has checked with the developer before creating this video and is complying with his request. Again this is an insider trick to fake an endorsement for the presentation.
The video creator even goes so far as to mention that “you will be receiving emails and offers to buy this product.” By doing this he is taking advantage of a kind of social proof. He’s using the traffic created by the 10,000’s of emails that are being sent around this release to drive traffic to his YouTube scam. (I say scam because clicking on the links in the comments brings up a YouTube warning that the links are dangerous and contain phishing/malware.)
Is There a Pattern Here?
Look carefully at the clip from the YouTube video. Notice that the video had been viewed 405 times and was given a thumbs down 1k times. Something seems wrong here. Something usually seems wrong when black hat marketing techniques are employed.
In this next clip notice this man’s method. He takes a popular topic, product launch, or popular product creator and and leverages their name. The term “Don’t Buy” creates an automatic response in your mind. It’s a trigger that there is something wrong and you need to find out what it is. This is clear psychological manipulation.
The last thing that caught my attention was the search terms used in the video post. By stuffing the video post with search terms appearing as a review it gives the appearance of endorsement. Notice particularly the number of times he promises the very thing which he has no intention of delivering. Terms like: “scam”, “exposed”, “revealed”, “don’t buy”, and “should I buy” are triggers. Those phrases are specifically intend to capture your attention and play on your curiosity.
These techniques are as old as internet marketing, but they continue popping up. Don’t pull these tricks. Don’t be trapped by them.
For more on marketing techniques that are morally acceptable schedule a time with me.
Postscript: Apparently the creator of the original video has passed away. While we mourn his loss we are aware that many claimed to have learned everything they know about marketing on the internet from him.
When it comes to Press Releases distribution, you may have one or several goals for your campaigns– and the clearer your goals, the easier it’ll be for you to schedule the publishing and plan of your PRs.
In the experience our users, as well as our own– while not incredibly important, the frequency and timing of publishing your PRs does affect the how easily they will be found.
There’s no rule set in stone you must follow and it’s not something to obsess over.
How Often Should You Publish Press Releases?
The frequency of publishing PRs is something you can fairly simply take into account when planning your overall campaign. With a little thought and effort, it may improve your results, depending on your goals.
Goal # 1: Improve SEO
Improved SEO is a primary goal for many using Press Releases; and for those who don’t make it a primary goal, it’s a very desirable side benefit.
Our Press Release’s each attracts over 300+ backlinks from household brand name news sites that hold strong Domain Authority and Trust. This is the kind of thing Google expects and loves to see in a good backlink profile.
If the Contact Details are assigned correctly, it generates at least 300+ unique authority citations for a local business as well, which is incredibly powerful.
As a good rule of thumb, if you really want to kick butt with Press Releases and SEO, then you should be as consistent as possible and plan a ‘once a month’ publishing schedule, especially for local businesses.
By publishing a single PR per month, you build upon past successful campaigns and releases, while provide valuable new information to the audience. This also avoids the risk of ‘over-publishing’ with empty and weak content.
Publishing even just once per month, you will get more notice, enjoy greater readership and an increase in brand awareness, which altogether has plentiful positive effects on your overall standing and visibility in Google.
HOW OFTEN: Once Per Month, Per Location or Product
Goal # 2: Increase Traffic and Sales With Press Releases
When following our Keyword Method, your Press Releases themselves will be very visible in Google for low-to-mid competition search terms; especially.
You can use to even greater advantage by riding Trending Topics and catching a wave of Viral Traffic too.
One marketer’s record is 50,000 visitors in just a few days. Of course he had a lot of experience, but it shows what’s possible!
You can run a more intensive PR campaign and publish several releases over the course of a few days.
One example of this is seen with product launches of new products (think of a new iPhone model). You will see new articles and news coming out just about every day leading through pre-launch, during the launch itself, then afterwards during post-launch. This is a trending topic.
Another example would be like the Olympics or a US Presidential Election. These are also trending topics. They are very popular in the moment, until time passes and something else becomes the hot topic.
News surrounding Trending Topics usually gets shared at a much greater rate, so if you want your PR campaign to catch this viral effect, use our Keyword Training to identify great keywords around significant events in your industry or the world at large.
If your goal is to increase your traffic and sales significantly within a short period of time, try linking your PR and product, offer or service to the same trending topic somehow.
HOW OFTEN: Daily Is Possible If New Newsworthy Content Is Available
Goal # 3: Announce Something Worth Announcing
Go with the flow as the business or online venture grows. Create stories around new product developments, recent changes, new personnel, new missions, and new projects. Milestones like the completion of projects, new awards, new marketing efforts, promotions are newsworthy.
You can publish the finding of case polls, studies, and surveys or share plans to expand or relocate to new areas. Celebrate the investment in innovative new services, approaches and technologies.
For a Local Business, publishing newsworthy information once per month, per location, can be as important to the local community as it is to the business. When local businesses are thriving and active– they want to know, local people are proud!
For an eCommerce Business, you can dedicate a single PR each month to each of your best sellers– including news on features, milestones reached, product expansion plans, new uses for the product, great customer feedback, new variations …
Monthly is a good rule of thumb, but if you have two or three significant newsworthy events within a month, don’t feel you have to wait ’til next quarter to tell the world. Just go for it and let the world know!
HOW OFTEN: Once Per Month, Per Location or Product (or whenever relevant!).
Goal # 4: Stand Out Among The Rest.
You might be wondering what the best time of day and week is, to publish your press release for maximum exposure, visibility and traffic.
You’ve probably noticed Monday is usually flooded with news and perhaps the same goes for your inbox! That should correctly suggest to you, your Press Release may go more unnoticed as it battles for attention against a blast of new articles and announcements.
Fridays are also not usually the best days for publishing. They tend to be slower due to the fact that people are busy planning preparing to enjoy the approaching weekend.
The Our Team has found the best days to get your PR out are generally between Tuesday and Thursday.
What about best time of day?
Ideally, have it published early enough in the morning when news is actively announced. Pick a time when your target market is browsing.
As another good rule of thumb, mark this on your calendar; 10-11 AM is about optimal.
Of course this will depend on your target audience. You should take into consideration the specific time zone you’re targeting as well.
WHEN TO PUBLISH: Generally 10-11 AM on Tuesday-Wednesday (depending on target audience and time zones).
Here are some general guidelines and ‘best practices’ to form a strategic campaign schedule for your Press Releases. Once again, these rules aren’t set in stone. It’s ok if you publish on a Monday afternoon. You can publish a new release only 3 weeks after the previous one, instead of waiting a full month. The formula is the magic it’s the content.
The main thing is to choose your keywords wisely and get your Press Release campaigns published consistently. Provide valuable content that will be of interest to your audience. Do this and it’s difficult to go wrong.