What’s Your Social Media Conversion Strategy?

Social media isn’t only about conversation, it’s about engagement and influence rooted in conversation. Yesterday, I read a New Yorker article on “Small Change.” The article shares the idea that social media will never be able to spur social activism or social change.

Two topics in the article truly struck me. The first is the notion that social media interaction is based on weak ties. These channels are based on managing acquaintances and building weak networks. However, true relationships are based on face-to-face, personal communications. My opinion is that social media has the power to connect people who never would have met in person. It helps us cast a wider net, for professional and personal reasons. However, it will never replace our network of deep personal connections.

The second is: “Facebook activism succeeds not by motivating people to make a real sacrifice but by motivating them to do the things that people do when they are not motivated enough to make a real sacrifice.” If you had asked me a few months ago if I believed in this statement, I would have said, “Absolutely.” So, really my opinion here hasn’t changed. A couple of weeks ago, I posted about social good, moving to the online space. Is it possible? The answer is no, if it lives in a silo. However, if we integrate grassroots advocacy, strategic partnerships, traditional marketing tactics and online tactics – then yes – we are closer to success.

In the New Yorker article, Gladwell shares that social media is about participation. In my mind, it goes beyond simply participation. Social media engagement lives in a spectrum of passivity to action and influence. Our role as marketers is to convert conversation and simple “likes” to intentional outcomes that still hold true to the authenticity of social media.

Brian Solis recently shared his How-to on this very topic. Here are a few things he said we must do:

  • Create programs with an end in mind: I agree with this completely. Although it can get annoying, the one question I always ask during our strategy meetings is “So what?” What do we want?
  • Adapt on the fly: This is an important skill that we as social media marketers have to learn early on, or we’ll fail. Change or die right? Our world is constantly changing, and social media allows us to have the real-time result, to make fast, smart changes.
  • Data is a Fountain of Inspiration for Social Marketers: Why guess when you don’t have to? All the data in the world is out there for us to analyze and adapt to the environment. Why risk it and leverage guess-work as your research?

What are ways other companies are leveraging social media to attain actionable results? What are questions that you always ask when you’re developing your strategy?

Posted on September 29, 2010, in Marketing, social media. Bookmark the permalink. 1 Comment.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s