Social Marketing Digital Book Set,
Erschienen 2014 bei Wiley
Social Media Platforming
There are too many choices when it comes to social media. You've got the networking-style sites (Twitter, Facebook, LinkedIn), blogs (yours and others), social bookmarking (Digg, Reddit, Delicious), and video sharing (YouTube). No one can possibly use all of them all the time and create any sort of presence, which is why you need to build a social media platform.
A decade ago, 1 I used to manage bands in Toronto, and it was always said, "Before you can fill a stadium, you have to fill a club." So even though your dream is to play in front of thousands, try filling a club with a hundred first. Same goes for social media. Most people want the million views on YouTube, 100,000 followers on Twitter, and to be hitting the front page of Digg every week, but that's not going to happen right away, and it will never happen if you try to do it all at once.
Build a small stage - your platform - that you're going to stand on and get people to come to. Pick one place where you want people to find you and play your best "show" there for as long as it takes to build a solid following. If you tell people to come find you on Twitter, become a fan on Facebook, read your blog, and watch your videos on YouTube when you first encounter them, they're going to run the other way.
There are three steps to successfully building your platform: (1) traction, (2) momentum, and (3) expansion. You have to start by building traction. Social media can be a very challenging tool to use when you are just starting out. You post a few comments, send out a tweet or two, post your blog, and no one answers. It is easy to write it off as not working. Even if you have followers, only a small percentage of your followers are online or will see any given tweet or post, and a fraction of those will reply to you. The best advice I have is to jump in. On Twitter especially, there is no such thing as interruption. The biggest regret of people who have gained traction is that they wish they had jumped in sooner.
When you are building traction, consistency is very important. If you have a few hours per week to commit to social media, that time is more effective if you spread it out rather than spending it all in one big chunk every week. Find people you want to follow; learn from and get to know them and then start replying to them, or sharing things they have said. Think of things that you can tweet or post that are helpful to others and engaging. Ask questions and be there to discuss the answers.
Once you have gained traction, you are now in the second phase of platforming - momentum. Now remember that this can happen at different points for different people and businesses. How you define your goals for social media is up to you. If you have reached a point where you are getting something out of the network, then you are here. This is not about a number of followers or fans, it is about engagement. This is not the time for you to get lazy. Momentum is the time when you switch from looking for new relationships toward enhancing current ones. Sites like Twitter are great for initially getting to know someone, but if you really want to enhance relationships, it's time to take them to the next level. This is where social media and the real world start to mix. Going anywhere from a local tweetup 2 to a major conference in your industry, social media can be an incredible tool for before, during, and after the event.
Momentum is also the stage where you are going to want to manage your social media use more efficiency. Using a desktop application such as TweetDeck or Hootsuite sorts your activity into columns and allows you to manage your activity on multiple sites, and applications like UberTwitter for your smartphone allow you to keep up while on the go. The last thing you want to do is to start getting momentum somewhere and
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