Success in Social Media: The Path

How do you measure success in social media? I’ve been asked this many times during interviews, and I always answer the same way: any and all interactions that place your brand in a positive light. Many people might disagree with me and focus more an metrics and numbers, but if we look at the path social media marketing has taken in the past few years, you will see that the measure of success has shifted into a more subjective realm. Does that mean the metrics and numbers don’t matter? Of course they matter! That’s the point of marketing, isn’t it? But in social media, the marketing aspect has quickly shifted over to branding, presence, and overall engagement with your followers.

Let’s take a look at the original metric that social media marketers used to measure success: Followers. The more followers you had, the better, right? Having a huge number of Likes on Facebook means that people actively sought out your page, clicked the Like button, and would then receive news and updates whenever you post them. Well, at the time it was the only important metric you had.

Social media marketers then started to focus on creating viral content, and the measure of virality was the number of Likes and Shares a post received. In came the flood of clickbait titles, “Like if you agree” image macros, and “Share if you love your mother” posts. Companies wanted to know that their content was being consumed, or, with the changes to the Facebook algorithms, seen by their followers. We’re at the tail end of this practice now, and we’re quickly shifting over into forming direct, emotional connections. Frankly, I feel like this should’ve been where we started as social media marketers.

How do you create emotional connections with your followers? Just check out the tagline of this blog: Be more human. That the adage by which I formulate my social media strategies, and companies and brands should pay attention. Be more human. Just take a look at the first word in “social media”! It’s “social”! The more you advertise and broadcast to your followers, the faster they get fed up with your content, which means they’re more likely to just ignore you. When that happens, say goodbye to your organic reach, which means you pay more to advertise your content, which exacerbates your problem. Literally throwing your money away. People on social media don’t want to be bombarded by ads on a daily basis. To reach them, you have to become like one of them, which means using the social media site as it’s intended: to create connections with people on a personal level. The playing field is already set; you just have to play the game instead of trying to create your own rules!

Each social site has its own expectations of etiquette and behavior. On Tumblr, for example, you’re expected to have fun and not take yourself too seriously. On Instagram, you need to show of your staff and show everyone what you’re up to. On Facebook, you want to be the person starting conversations and share your opinions (just be careful about this part).

If you’re likeable to the point where people can relate to you, they will take the time out of their day to support you. So how do you measure success in social media? Be more human today.

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Adapting to Well-Informed Customers

The power of knowledge and information is no longer in the hands of companies, businesses, and products. The spread of information has grown exponentially with the advent of search engines, Wikipedia, and most importantly, customer reviews via sites like Yelp. According to SAPVoice via a Forbes article, “Customers are tracking down information via Google; looking at what other consumers have to say about products and services on Amazon and Facebook; and researching what other business buyers are saying on LinkedIn.” This means that you, as a business, are no longer in total control of your reputation, and every blunder, misstep, and snafoo you make can be broadcast to the public. And you cannot delete them. You shouldn’t even try, because we all know attempts to delete or hide information from Internet users will only lead to an exponentially opposite reaction (see the Streisand Effect). So what can you do? The landscape of business and closing a sale is forever altered, and those that fail to adapt will fall behind. Social media and customer engagement is the key.

Social media sites are where you customers congregate, socialize, and subconsciously share information that may be valuable to you. That’s how sites like Facebook advertise to their users so effectively. As a company, you have to stop thinking like a company and start connecting with people on an individual level, and that means appointing a Community Manager – someone who knows the ins and outs of social media sites, and most importantly, someone who is great at interacting with people. In other words, you need a face, a voice, and a personality to be at the forefront of where your customers and potential customers will receive their first impression of you. As a company, your priority is to make a sale, but with a great Community Manager, you can leave a positive and lasting impression that will keep a customer coming back for more. Play your cards right, and they’ll bring some friends with them. Creating a stellar personality and profile and your customers will become your advocates, and this is where you want your social media presence to land.

Customers as Advocates

Like I mentioned earlier, people’s impressions of you and your products come not from you, but from the experience of others. If you have ready, willing, an able customer advocates, you’re essentially receiving free advertisement! If you’re good to your customers, they’ll be good to you.

Ello’s Invite-Only Platform, Paid Features

I am currently a member of Ello, the latest social network that is primed to take on Facebook and win the hearts and minds of users with its seemingly altruistic philosophy. No advertising, options to opt out of standard data collection on users, and more importantly, a free-to-use network that will never set a mandatory price. It appears the only way to become a member of Ello is to submit your email and wait for an invite from the Ello admins, or to have a friend who is already a member send you an invite. Every new account can invite up to 5 people. While I get that it could help weed out potential fake accounts, I also see it as a weakness, and a cumulative one at that. One spam account can invite up to 5 spam accounts, each with the ability to invite up to 5 spam accounts. Hopefully Ello will spend a little time explaining how they would combat an exploit like that. Let’s move on to my experience so far!

First Impressions

Ello’s in its beta phase, so I will refrain from being too harsh. My first impression is one of slight confusion. There’s minimal wordage from the moment you log in. There are two main sections: “Friends” and “Noise”. In the friends section you will find your friends listed in nice, cute bubbles with the news feed to the right of them, which only shows posts from people you’re following. Everything else goes into Noise. Nice.

My second impression of Ello is that everything is very simple. A little too simple. The site features a lot of white space and no visible borders, leaving the user in a sort of nebulous floating space. On top of being none too crazy about the font choice, the reply features are faded out until you roll your mouse over them, so text seems to get lost in the vast emptiness of Ello. There is no like system that made Facebook famous, but you do get the number of views and the ability to comment. No longer will people be able to quantify exactly how much people like a post. I actually admire the omission of the “Like” function. It makes Ello a place for people, not businesses, and it’s the presence of businesses that turn social networks into advertising platforms.

Verdict: In its current state, I would describe Ello as a more social version of Tumblr with a sprinkle of Twitter.

Paid Features

The paid features aspect of Ello has given me pause. I’m curious to know exactly what features they plan to include, especially if they’re touting the whole “free-to-use” philosophy. Right off the bat I will guess that for several dollars (perhaps $4.99), you will be allowed to have additional invites so you can migrate more of your friends over from Facebook. I’ll even go as far as guessing that current beta users will be given extra invites as a thank you from the Ello admins. The upcoming features section has “Private Accounts” listed. I hope this will be a free feature and not something you have to pay for. I’m actually quite excited to see where Ello will go and how it will evolve as it gains more users. Make more videos! Keep us in the loop!