The voyeurs, the devoted, the credibles’ and the needy. They are engaging with your social network activity, they just don’t like social displays of affection.
So you start a Facebook fan page, a LinkedIn and a Twitter page to communicate with customers. You have all these ideas, you plan out your content to the letter, with timescales. It’s going to go viral. A month later you haven’t quite hit the 30 likes for feedback from Facebook stats. Panic sets in. The only way to get Twitter followers is by reciprocal follows, and you think this just isn’t working out. Panic sets in again…but wait… Hold on!
How do you know people aren’t seeing your social networking campaigns?
Ever been to a party and had somebody talk to you about something you posted on Facebook? This person didn’t like it or comment, but they mentioned it to you – this is probably happening with your social networks for business too.
Take a look at this image – it’s the bottom of the heat map of an e-mail report. It’s where links to social networks go. As you can see, people are clicking on this:
Did they convert to followers or liker’s? No.
So what is the point of this?
Check your web analytics on a day an email campaign goes out and there are more referrals from social than on a normal day – these people click the content links in your social networks.
But they wont like or follow your pages. Congratulations, you are their guilty secret.
How do you that its not your followers? The location, visitor type? Using reporting in the Email Service Provider – you can narrow down who it might of been by cross referencing clickers with followers. There are lots of ways to rule things out with analytic’s packages and email reporting and social for deductive reasoning. I call it Investigative Marketing.
So why aren’t they making that Social Display of Affection? This is because there are types of social networker.
4 types of social networker
Coming from the angle of the SME. This has been narrowed down to 4 categories of social networker.
- The Voyeurs – Like nothing, Say nothing, Click everything. A stalker if you like and probably your competition!
- The Devoted – Likes, Re-tweets, follows and shares . Commits 100%, doesn’t evaluate what others are doing – just acts. Not necessarily a customer, but a content freak.
- The Credible – Is interested in your content, clicks but doesn’t follow, checks that you have enough credible followers and will only admit they like your content then. Takes a couple of these to make the commitment then the rest follow. It is “social” networking after all. They want you to be fashionable.
- The Needy – People after reciprocal follow’s. “I’ll like you, if you like me back.” Not usually relevant to your business and often trying to offer you a service.
To summarize, stick with your social networking endeavors and continue creating and sharing that content. People are seeing and engaging with it. Just like the crush they had in school, they weren’t ready to admit that your content and your brand means something to them.