Social Media Week is an event that travels to cities worldwide, featuring industry leaders who present information, ideas, and inspiration to help people understand how to achieve more in our online, social world.
Image source: Screenburn, @Screenburnmedia
It’s a key tenet of social media communications, and at this year’s Social Media Week it was no different: whether it’s “authentic,” “one-of-a-kind” or “unique,” the point remains that organizations need to post content that reflects their personality. Share only what you would share, and use a consistent voice true to your brand. In the panel “Content is King, but Distribution is Queen,” BuzzFeed’s VP Agency Strategy and Industry Development Jonathan Perelman (who will be presenting with the Ad Council at SXSW Interactive 2014) reinforced the importance of authenticity by stating that your following shouldn’t be dictated by vanity metrics, but by the quality of their engagement (i.e. quality, not quantity), and this may mean focusing your message to a niche audience who will appreciate it all the more.
Image source: Dominick Finetti, @diggles
The concept of a directed message is not new: it’s important to know your audience, and understand who they are and for what they’re looking. This point was underscored in PSFK’s presentation “Future of Retail Showcase” and Qualcomm’s “The Power of Contextual Awareness: Hyper-Local Hyper-Targeting, at Scale” panel. Described as the “war against irrelevance,” tech inventions like beacons are making possible this “hyper-local,” geo-targeted conversation with consumers, where your “likes” will influence push notifications and advertising to your mobile device. Aside from cool, retail-oriented innovations, PSFK and Qualcomm stressed that knowing what your followers want (or want to see) next can result in a surprised, very positive tone projected on social media and speaks volumes of your organization.
Image source: Kat Sagun, @katsagun
You’d be hard-pressed to find a panel at Social Media Week that did not discuss “engagement,” and with good reason: we know that engaged followers make the best brand champions. As Mohan Renga said in Buzzfeed’s “Content is King, but Distribution is Queen” panel: Social interaction lifts ROI. Without engaging content there is little-to-no relationship between your brand and your followers, and it’s uncertain that you’ll keep them for long. By establishing a positive relationship, organizations can foster conversations with some of the people who care about them the most, which can result in your work being shared with larger networks broadly, and loyally.