The more I talked to friends in the action sports and outdoor adventure industry, the more I run into the idea that Social Media = Facebook and Twitter and “whatever” you do there qualifies you as engaged. More often than not though they treat these tools as online distribution channels more akin to television or radio which are one way forms of communication.
Social media and web 2.0 are interlinked terms that describe an approach to engaging audiences, delivering messages and changing behavior online. Facebook and Twitter are merely two trendy platforms where this can take place. What differentiates these strategies from others is the philosophical and tactical emphasis on enhancing social behavior online and requires two-way relationships. If you are a social person that knows how to build friendships, then you already know the concepts including:
You’ll meet more people if you go to where the party is: Individuals are extending and interacting with their social networks online at levels impossible offline. Before social media human’s could effectively manage 150 personal relationships (see The Dunbar Number), but online their reach can be extended 2-3 times. For organizations to effectively deliver a message or change behavior, their audience needs to spread the word, so it’s important to interact through the “appropriate” social network where related interactions take place. This is why Facebook and Twitter are important. They’re like the cool bar in town, but social interactivity isn’t going away if they close their doors.
It’s more fun to go to the right party where the people and experience match your interests: Most people rarely go to just any party. They go where people are interesting and the experiences they’re looking for take place. In the same way, online communities and social networks where individuals connect and interact will continue to develop, but in niche areas of interest. Organizations that can tap into exactly the right audiences gathering around exactly the right topics have reached targeting Mecca and should engage viscerally. However, they must choose between subdividing mass communities (e.g. Facebook groups), organizations creating private communities (e.g. Red Bull, Burton), special interest groups spreading (e.g. music, sports), local groups increasing in popularity (California, Seattle etc.) and “white label” tools (e.g. Ning) where anyone can create their own.
Create your own club: If you want to control the party experience you want socially, then have your own dang party. Likewise, to engage an audience online most effectively, organizations should host their own communities where their message is at its core and full data access, analytics, security and functionality can meet their specific needs and goals. This replaces an organization’s web site strategy with a new approach online interactivity. A well nurtured community where value is consistently being provided among participants (between org & members, as well as among members) that can create unparalleled audience engagement.
Sharing is a two way exchange: We tell kids this all the time. Organization’s also must promote digital sharing of information, media and other content within social networks. Pushing content digitally at an audience is not social. For it to be social, an exchange needs to happen between two parties. Ideally this includes community members sharing among one another, not just with the host organization.
Give value to get value: Organizations need to contribute value digitally for the benefit of the broader online community before they can expect anything of value in return. This goes for individuals and organizations. Producing value increases awareness, trust and influence which is critical for changing behavior. The rub is that organizations must learn what the audience deems valuable, which is different that an organization telling them what they need to know.
Believe in the wisdom of crowds: A well incented community can work together and produce amazing value (e.g. Wikipedia) and organizations can harness this as well (Google Maps). An organization should put the crowd to work building their pyramid.
Reach out and touch someone: Organizations can reach out directly to skilled communities to accomplish specific tasks or projects if they’ve been properly nurtured and incented (e.g. contests).
Listen and respond: It’s vital when two parties directly engage that there is a two way conversation. This rule doesn’t change just because it’s online.
This is a repost of Matthew Chase’s article on his personal blog.
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