Who’s who in your social media community?
It's all about the Facebook likes! Or is it the RTs? Or maybe it's the click-through rate?
We all know that social media planning is a complex beast which can't be hinged on one metric alone…but are we considering the types of people behind these performance indictors when we form a strategy?
Focussing too closely on maximising headline metrics (such as Facebook comments) can make it quite easy to forget that a social media community isn't a single entity - it's made up of a diverse range of people: current customers looking for answers, potential customers looking for inspiration, people who are just browsing…and even those golden brand ambassadors who'll shout out about your achievements.
Econsultancy's latest blog post on social media typology makes it clear (in a rather amusing format) that to get maximum results from our content, we need to dig deeper into how these people interact and the best ways to get closer to each group. Want to engage the Peacocks? Give them something to show off about? But don't neglect to produce content for the lurkers who could be clicking through to your site even if they aren't as generous with likes and shares.
Here at Equator we strongly agree it's important to segment social media audiences to maximise varying levels of interaction. Behind every good content plan is a team analysing the community and identifying their varied needs and interests. It's not about making sure everybody likes everything you post, it's about gaining cut through with the right people, in the right places, at the right times. And while not as snappy as Econsultancy's, our social media user breakdown ranges from 'chatty mums' (mum bloggers who are more likely to comment on Facebook), to the 'quiet and curious' (users who won't directly interact, but use social media to discover new products).
Now we've shared some of our typology name-tags - can you attribute some to your social audience? Go on Peacocks, boast about your answers on Twitter!