conversation – Welcome

Many brands start up Facebook pages, twitter accounts, youtube channels without actually having a social media strategy.

Social Media isn’t about spreading out your a unique message on the most media canals possible. Broadcast era is over. The expectations of users and customers have changed.

They require engagement from brands, conversation and especially the setup of a relationship.

The main issue here is to combine the right dosage of Social & Media advantages. If you want to start a communication campaign on Facebook by spreading your message without taking account of your audience reactions, give up.

If you create a twitter account in the unique goal of tweeting about the advantages of your brand, you’ll soon be unfollowed.

Some brands tend to promise interaction with their audience when starting on Social Media. The thing is, only a few keep it. Promising interaction when not giving it will only be negative for you. Empty pages, lack of reactions,… increases bad reputation for your brand.

This concept was explained with the term “Social Media Washing” by Cedric Deniaud, in comparison to Greenwashing, and different pseudo-Environmental promises from certain car dealers. He pointed out the fact of certain companies promising a Social Media investment to their clients without actually fulfilling them.

If you decide to take part in the Social Media Adventure, you need to have a plan and be ready to take time in preserving a valuable relationship with your audience, create valuable content and get to know their needs.

Social Media Campaign in 11 questions presented the necessary phases of reflexion before conducting a communication campaign online.

Meeting the customer’s needs throughout these canals is essential, it’s thus important to identify several customers persona in order to answer to what they expect from your on line presence.

A persona is a representative of a type of customer that you have identified as taking interest in your organisation or brand. By segmenting your audience into different distinct groups of customers, you can create a specific communication campaign that appeals to them.

Here are a few hints to create different customer’s persona profile:

What are their goals?
What are their problems?
What on line media do they rely on to answer to their problems?
How does you audience prefer to be reached?
How does your persona express himself? What are the words and phrases they use?
Is there specific images or multimedia that appeals to them?
What are the websites, blogs and social media my audience consults for news or leisure?
[…]

This list of questions could go on, and on. The main idea here is to create the most precise groups of intersted customers to gain an understanding of the way they think. That way any brand will be able to engage conversation in an adapted way and answer more precisely to any customer’s specific needs.

Knowing your audience and their expectations throughout their interest, behaviours,… will give a relational dimension to your social media campaign. The creation of specific competition with incentive corresponding to certain persona, integration of specific articles on a network or blog that meets certain customers’ interogations,… will enhance the interaction between a brand and certain parts of its global community.

Creating such specific content will waken the interset of your community because you’ll have shown them your capacity of taking time to meet their needs…