5 Social Media Lifestyes

The 5 Social Media Lifestyles can outline 5 tactical uses of social media you could employ in your business and for your customers. These aren’t in an order of progression that you have to go through, they are lifestyles. Ways you can choose to involve yourself and take part in interaction with these new tools…or not.

1. Participate or not: You don’t have to use social media. No one is forcing you. You have the choice. Since our major focus on social media is for business purposes, ask one question, “Does my current customer use social media?” Ask one more question, “Will my future customer use social media?” The choice you make here will shape your future. You’ve committed to this presentation. As a result, you will know more than some about social media and how you could use it for your business. That won’t last forever and knowing is only half of it. Trying it is a whole different ride! Choose to participate and you’ll start to grow a new set of skills to make you more valuable.
2. Look and Listen: This is the basic starting point of social media, also known as the “lurker.” There is nothing wrong with tuning in to a social media channel and seeing and hearing what’s going on. You could review the Facebook News Feed of Your Friends, you could follow a conversation about collections on a LinkedIn user group, you could even watch a YouTube video about digital printing and packaging. You chose to join and show up. You can learn a lot by observing, but what if you decided to participate?
3. Engage and interact: Engaging and interacting are what make social media “social.” Two or more people sharing ideas, content, music, video. Growing our knowledge exponentially through people we are connected to. You decide to comment on a blog post and the author asks for your help on a project he’s working on. You send a direct message to someone you follow on Twitter. You decide to write your own blog and your first post is about making the move from lurking to participating. Now there’s no turning back. Watching your time and knowing what you want to get from engaging and interacting are important to reaching your business goals.
4. Develop and Implement: Now you are making decisions to use social media to reach your goals. You decide to create a blog and link it to the website and optimize the tags so people find you in a search on “custom photo books + kindergarten.” This aligns with a new market you are targeting and a new product that will appeal to parents who are sending their children to school for the first time. You decide to write on the blog about how easy it is to use the web to build a scrapbook and appeal to parents, teachers and administrators. You produce a two pronged YouTube series on the How-To Create and the Business Value of Offering Scrapbooks to your students. Your Facebook page and Twitter feed align with these approaches and support a common message and theme of “capturing the first steps of lifelong learning.” You get the idea.
5. Provide as a Service: It’s in this stage you make the decision to help others start the journey you’ve been making using social media as part of your marketing plan to grow your business. It’s a busy market out there. Marketing services have been around a long time. Social media provides new channels to reach goals. The channel alone doesn’t make a company successful. It’s the alignment of the goals and objectives to the needs of the customer and the use of channels appropriate to make it all happen.

 Which lifestyle is for you? Is there another lifestyle I haven't considered? Let me know.

~Keep the learning going, pass it on!

The 5 Social Media Lifestyles can outline 5 tactical uses of social media you could employ in your business and for your customers. These aren’t in an order of progression that you have to go through, they are lifestyles. Ways you can choose to involve yourself and take part in interaction with these new tools…or not.

1.Participate or not: You don’t have to use social media. No one is forcing you. You have the choice. Since our major focus on social media is for business purposes, ask one question, “Does my current customer use social media?” Ask one more question, “Will my future customer use social media?” The choice you make here will shape your future. You’ve committed to this presentation. As a result, you will know more than some about social media and how you could use it for your business. That won’t last forever and knowing is only half of it. Trying it is a whole different ride! Choose to participate and you’ll start to grow a new set of skills to make you more valuable.

2.Look and Listen: This is the basic starting point of social media, also known as the “lurker.” There is nothing wrong with tuning in to a social media channel and seeing and hearing what’s going on. You could review the Facebook News Feed of Your Friends, you could follow a conversation about collections on a LinkedIn user group, you could even watch a YouTube video about digital printing and packaging. You chose to join and show up. You can learn a lot by observing, but what if you decided to participate?

3.Engage and interact: Engaging and interacting are what make social media “social.” Two or more people sharing ideas, content, music, video. Growing our knowledge exponentially through people we are connected to. You decide to comment on a blog post and the author asks for your help on a project he’s working on. You send a direct message to someone you follow on Twitter. You decide to write your own blog and your first post is about making the move from lurking to participating. Now there’s no turning back. Watching your time and knowing what you want to get from engaging and interacting are important to reaching your business goals.

4.Develop and Implement: Now you are making decisions to use social media to reach your goals. You decide to create a blog and link it to the website and optimize the tags so people find you in a search on “custom photo books + kindergarten.” This aligns with a new market you are targeting and a new product that will appeal to parents who are sending their children to school for the first time. You decide to write on the blog about how easy it is to use the web to build a scrapbook and appeal to parents, teachers and administrators. You produce a two pronged YouTube series on the How-To Create and the Business Value of Offering Scrapbooks to your students. Your Facebook page and Twitter feed align with these approaches and support a common message and theme of “capturing the first steps of lifelong learning.” You get the idea.

5.Provide as a Service: It’s in this stage you make the decision to help others start the journey you’ve been making using social media as part of your marketing plan to grow your business. It’s a busy market out there. Marketing services have been around a long time. Social media provides new channels to reach goals. The channel alone doesn’t make a company successful. It’s the alignment of the goals and objectives to the needs of the customer and the use of channels appropriate to make it all happen.



Top 8 Risks of Social Media

1. Something gets posted you don’t want others to see.
   • Is it a corporate secret, comments of a disgruntled employee or an upset customer because of a lack of customer service? If you don’t already have one, a brief internal social media policy should cover what can and can’t be said along with how it could be said by those inside the organization. It should be flexible enough to encourage passion for customers and the brand but should also make sure the brand remains an asset. If the comments are from outside the organization they should be quickly judged to determine constructive criticism or inappropriate behavior and appropriate steps should be taken to deal with them in a timely manner.
2. You create a social presence but no one is participating.
   • Social media should start with a strategy and part of the strategy should include audience, content and appropriate channel(s). It takes time to grow a community. You may think you’re talking to yourself but really you can be honing your message to your customer while you also spend time listening to what is important to them and include it in your community content. The time you take working at establishing your social media standing can also be used as an ongoing case study to discuss what you’ve learned with your customers.
3. You’re trying to be social but the topic gets sidetracked or even hijacked.
   • Simply ask, “Why?” Perhaps there is something else more important you could or should be covering. One of the first rules of social media is that it’s not about you. Or perhaps you can suggest covering the new topic in next week’s discussions where you can research it further and get more input on it. The point of social media is that you don’t have direct control of the message but the more involved you are in social media and are aware of your business and customers, your ability to influence the message increases.
4. Some people don’t tolerate change.
   • As your social media community grows and expands its reach there is a possibility of alienating your core followers. You need to consider your core first before diluting your approach to please the masses you’re not currently connected to. Sometimes it’s unavoidable, but if you include the core in your growth and choices for growth it’s often easier for them to deal with change. Also remember, there are some people who just don’t want to change. If they are your target audience, what about creating a core group just for them? Consider the impact on you resources and the benefits of keeping them happy while still addressing a larger potential community.
5. Social media channels and content can open up breaches of security.
   • Viruses, malware, identity and brand theft can all occur with or without the use of social media. You should consider good IT practices to avoid the possibility of software and hardware security breaches. Some recommend being vague with content to avoid brand or identity theft. You need to consider the level of information you share and the possibility that information can be used against you. But if you participate in social media and all you do is listen without giving there is a high probability your community will wonder if it’s worth participating in your network.
6. Social media strategies that don’t include the whole organization.
   • In a small organization the worry is not enough resources to establish a social media strategy and be able to execute while in a larger organization it may mean a fight to control or influence the approach, the theme, the content, the budget and other resources. Not everyone needs to be directly involved but all should be aware of the social media benefits as part of the marketing and sales strategies of the organization.
7. Too much power wielded by an individual.
   • There is a risk if the social media “face” of the company is a particular individual and what if that individual leaves the organization or takes another role within the company? Their social media currency could leave with them. Consider the impact of an individual and consider spreading the currency around to include others. Not only will it help to balance the power, but it can also help balance the responsibility to create great content and manage the social media strategy.
8. Not having the ability to localize your message to a particular audience.
   
   • What happens if your social media presence expands to another country or a customer base outside your typical one? Monitoring your social media strategy and reviewing the needs of a particular audience can help you plan for the needs of your existing and future audiences. As you look to expand into a new audience you should evaluate tactics to localize your message to the audience. This could include translation services or evaluating the needs of a new layer of employees.

Keep the learning going...pass it on!

I've Got 1,000,000,000 Followers I'm Successful. Right?

When discussing social media with businesses already actively engaging channels like Twitter and Facebook I often hear them tell me how many followers or fans they have as though this number is directly representative of their success or influence. It isn’t, not automatically. Each “follower” or “fan” represents a potential new customer, a new business opportunity or an existing customer/colleague interested in seeing what you have to say (or offer). However, simply acquiring more and more opportunities does not a successful business make. While it is nice to see the numbers grow it is even nicer to see the business grow as well, then you can consider your social media efforts successful.

Your “followers” all expect something of you, whether it is as simple as a few regular entertaining posts or full conversational interaction, they’ve all chosen to follow you for some reason. To effectively turn the numbers into business opportunities you need to give them what they are looking for. At first this can be easy, just ask. Then, listen; really listen because what they those initial followers tell you will help you build a scalable social media strategy. If they want to get a glimpse of your prowess or insight then give them informative posts. If they want updates on new products then use status messages to keep them up to date. Build your social media strategy – like your customer service strategy – according to what your customer expects.

As the numbers grow it will be a lot harder to give each follower individual attention. Most likely, though, the expectations of your “fans” will begin to fall into categories that, if you’ve really listened, will be addressed by your social media strategy. A scaleable social media strategy, however, is only possible when you stop simply counting your followers and start engaging them. 

"Good Customer Service Is Good Social Media Marketing"

I came across this phrase in one of Tamar Weinberg’s posts about using Facebook for business & marketing and it really stuck with me. This statement captures a unique point where traditional and progressive business mindsets find harmony. I am a huge proponent of providing high quality customer service, subscribing to the old business philosophy “it’s easier to keep an existing customer than find a new one” as a founding principle for my work. However, a lot of business owners I have spoken to are so caught up in marketing to new customers –increasingly using social media- they have overlooked providing their existing customers with impeccable service to maintain their business. Weinberg’s philosophy though, brings attention to the potential relationship between marketing and customer service in a social media world. In the age of “Yelping,” “checking in” and “liking” marketing and customer service are becoming more and more mutually inclusive.

Establishing a traditional customer service approach – follow up calls, service support, frequent user incentives – can now result in the customer expressing appreciation on social media sites like Yelp, Facebook or Twitter. A positive review or endorsement on any of these sites can help build new customer awareness of your products and services. Or, you can incorporate customer service initiatives in your social media marketing strategy – promote incentives for people who “check in” to your store, maintain a Twitter presence to monitor Twitter feeds to address anyone’s complaints, create a Facebook page that encourages customers to provide feedback (good and bad) – all of which can strengthen your relationship with existing customers; ideally, a satisfied customer will then spread their praise to friends continuing the mutually beneficial relationship.

Good customer service is good social media marketing; keep this in mind as you continue to pursue new customers and provide stellar service to your existing customers.

              

Who Is Your Audience?

When considering whether to take the social media leap as part of your customer communication strategy there are a number of factors to consider; who will maintain those avenues, how will brand strength be reflected and leveraged, which particular service is most appropriate, etc. Each of these are an essential part of the evaluation process and each can go to a much greater depth of analysis depending on the level of research required by your company. However, before you bother putting on the headlamp and mining the depths of these statistics I ask you to keep it simple.

First, remember these methods are intended to help create new customer relationships or strengthen existing ones. Now, clarify who is your ideal audience. Who are you hoping to reach, please, and support using social media? Then take a look at what kind of user demographics are available for the channels you're considering and see how they match up.

To save you some time I've gathered some surface stats from Quancast for your consideration.

Facebook

45%Men • 55% Women

Age: 13-17 years old 20% • 18-34 years old 45% • 35-49 years old 20%

Income: $0-30K 16% • 30-60K 25% • 60-100K 29% • 100K+ 29%

More than 350 million active users

More than 700,000 local businesses have active Pages on Facebook

avail 15 languages

YouTube

50% Men • 50% Women

Age: 12-17 years old 19% • 18-34 years old 35% • 35-49 years old 23%

13 languages

Twitter

47% Men • 53% Women

Age: 13-17 years old 10% • 18-34 years old 44% • 35-49 years old 28%

Income: $0-30K 20% • 30-60K 28% • 60-100K 27%

23.3 M Total Users

Widely accessible from text messaging/phones

I encourage you to go gather even more focused information to correspond with your specific desired audience variables. Make a list, cross check them and then see which services are the best match. Then, and only then, begin to explore the other considerations regarding your social media strategy. Starting your process with a customer focus will help guide you to the most effective customer communication tool.

*Similar statistics and analytics are available for any and all social media services (LinkedIn, Wordpress, Tumblr, Flikr, etc.) from http://www.quantcast.com