Communication tagged posts
You may have produced the greatest movie in the history of the world but unless you get an audience to agree with you, you’ve got nothing. With the astronomical amount of visual clutter that exists today, it’s important to engage your audience well before the curtain opens. How do we do this? Enter the “Art of Social Media”.
Studies show that 85% of human communication is gossip with only 15% technical. Correct me if I’m wrong but generally when you come across new information the first thing you want to do, is tell someone else. Social media not only harnesses this urge to tell” but it gives us the ability to measure it.
Social media is a form of communication that centre’s around the skill of engaging people, to be effective in promoting ourselves favourably, to build lasting relationships and sell our content.
Engaging with people means first getting their attention, then holding their interest with relevant and remarkable information and then following through with meaningful conversation and proactive collaboration.
The modern artist can no longer hide behind excuses like; “but I’m not a social or people person or I’m a private person”. If this is where your mindset is, change it or get out, get out of the entertainment business now! Now that we’ve got rid of the riff raff lets get down to business.
There are three critical elements that you need to get rightdrive effective social media engagement. Content, Communication and Collaboration.
The first and probably the most important element is; to know thyself and know thy content. Knowing who you are shapes your brand and social media profiling. Knowing what you have to offer shapes the content of, messages, materials and information.
Secondly there is the understanding of real time communication, Knowing the different ways to connect online informs your chosen methods of communication. Knowing the best time to contact shapes your strategy, planning and implementation.
Thirdly Collaboration, Knowing who your audience is shapes your context, tone of voice and style of writing, Knowing what you want from people shapes your message, value proposition and call to action.
These elements are not only the foundations for effective social media engagement but also the hallmarks of a great cyber social citizen, which is something we should all strive to be.
Please leave a comment, what are your thoughts on being a cyber social citizen
Recently I had the rather sad experience, The end of a long term relationship. However because we are good friends we are in the process of redefining a new relationship. To do this we’ve had to revisit issues from the past that caused conflict or difficulty and search for a common ground to establish positive future engagement.
How does this relate to Social Media you ask? Because in the end, relationship ties are frayed and sometimes there is hostility, one must be very careful in what you say, even more so than a stranger. The communication process we are engaged in, has given me an opportunity to observe, how social engagement develops, how people respond to varying messages and how to engage and get a positive result. That result, could be an agreement to communicate further or in the case of a social media marketer, it could be a request to accept or buy an offer or product. What ever the nature of the objective, there are three things that are essential to keep in mind.
Desire, Motive and Convenience. As a marketer your not going to get reasonable and loyal social media engagement, without addressing these issues.
DESIRE – So how do we get our friends/followers to want and desire further communication, information and engagement? It’s fair to say that the majority of people are driven by two things, craving and aversion. People have a good experience and they crave a repetition, they will actively desire it. If people have a bad experience and they develop an aversion so it doesn’t happen again. You must appeal to, or create, craving. As a marketer you need to create in the mind of the user, a potentially positive even addictive future when someone gets involved with you or your brand. It doesn’t really matter whether your message is believable or not, craving can be generated from within fantasy and seem real.
MOTIVE – T. S. Elliot in his epic poem “The Hollow Men” wrote; “..between the thought and the action falls the shadow..”The “shadow” is what the marketer have always battled. Answer these questions in the mind of the lead” What’s in it for me? Why should I make the effort? How do I benefit? Will it make me feel better? The benefit has to be a simple yet compelling enough reason, for the user to overcome the “shadow”, reach out and take positive action, in most cases that means click a button.
CONVENIENCE – All People are lazy, except for my mother. the marketer needs to make it really easy for people to accept your offer. Make it easy to engage and re-engage. I love the PayPal button, because I know it’s all set up and I only have to click 2-3 times and one password which my computer remembers anyway, to purchase anything. I can spend my time just shopping and not worry about the purchase process. It appeals to my laziness if it was complicated to buy online I probably wouldn’t. Walk them through the easy steps, show them the easy way and they will follow. Ask yourself if each criteria was fulfilled for me would I click the button?