Step 3: Join in and speak up
Now you should be prepared to engage your audience. But before you engage, make sure you know what direction you're going in to anchor your creative and efforts. Know your brand story. What do your constituents think you're about, and what do you want them to think you're about? Express your brand in a "simple encapsulating phrase," Blanchard said, which will be the "perception goal" your efforts will aim toward.
It's important to remember these three things when it comes to your presence in social media:
- You aren't in charge. But you can have a central position, offering insider input.
- You can't suppress dissent. But you can engage dissenters directly and one on one, and become part of the conversation. Give dissenters reasons to change their minds.
- You can't make people like you. But you can be honest, forthcoming and interesting. Lose the corporatespeak and talk like a regular human being.
Blanchard described the characteristics of and different engagement strategies for individuals in each of your defined groups, and shared tips for how organizations can engage them. Set realistic goals for moving people in each group toward the next, more engaged group. For example, it's a waste of time trying to turn foes and fiends into fans. While not everyone will convert, engagement can lead to measurable progress.
Group 1: Fanatics. They tell your story for you. Fanatics are like employees you don't have to pay," Blanchard said. "They actively advocate for your brand, and spread your news." While few in number, individuals in this group tend to be very vocal. Fanatics don't just vote for a candidate; they volunteer to work on the campaign.
Strategy: Empower them. Welcome them individually. Your contact with them validates their interest and secures their loyalty. Offer them exclusive things like original content and executive interviews.
Listening, Engaging and Measuring in Social-Media Spaces
Step 3: Join in and speak up
Now you should be prepared to engage your audience. But before you engage, make sure you know what direction you're going in to anchor your creative and efforts. Know your brand story. What do your constituents think you're about, and what do you want them to think you're about? Express your brand in a "simple encapsulating phrase," Blanchard said, which will be the "perception goal" your efforts will aim toward.
It's important to remember these three things when it comes to your presence in social media:
Blanchard described the characteristics of and different engagement strategies for individuals in each of your defined groups, and shared tips for how organizations can engage them. Set realistic goals for moving people in each group toward the next, more engaged group. For example, it's a waste of time trying to turn foes and fiends into fans. While not everyone will convert, engagement can lead to measurable progress.
Group 1: Fanatics. They tell your story for you. Fanatics are like employees you don't have to pay," Blanchard said. "They actively advocate for your brand, and spread your news." While few in number, individuals in this group tend to be very vocal. Fanatics don't just vote for a candidate; they volunteer to work on the campaign.
Strategy: Empower them. Welcome them individually. Your contact with them validates their interest and secures their loyalty. Offer them exclusive things like original content and executive interviews.