Keep It Significant and Sharable: Twitter

You are probably familiar with the acronym K.I.S.S which stands for “Keep It Simple Stupid!” or the nicer version, “Keep It Short and Simple.” But I bet you didn’t know the term was coined by Kelly Johnson, a lead engineer for Lockheed Skunk Works, while he was helping develop some of the most insanely complicated spy planes known to man. This K.I.S.S acronym had nothing to do with social media, in fact social media wasn’t even around, but the acronym serves as a useful reminder for almost all aspects of marketing. As the amount of noise increases and people are constantly bombarded with information, it has become even more important to keep you messages concise and impactful.

The core benefit of social media is free marketing for you brand, there’s no denying that. The easiest way to get you content in front of new eyeballs is to have your fans/brand advocates share the conversation you’ve worked hard to create with their peers. Besides offering up genuinely interesting and engaging content, there are ways to optimize your tweets to make them more sharable.

Twitter definitely understood that when it comes to communication, brevity is the soul of wit. All of us are limited to 140 characters per tweet, but if your tweet uses up all 140 characters, your followers won’t be able to add personal comments to their rewteet, or send it to a friend. With limited time and shrinking attention spans, users have trained themselves to key in on buzzwords and relevant hash tags (#).  Some of the tweets receive are the most shared are the ones that encourage users to retweet. For example, this fun and rather random tweet was shared over 1965 times, but those are the types of things that people are willing to engage with. Don’t be afraid to have fun.

A retweet is the biggest form of social media flattery, and it’s important to remember that the capability to share posts on all social media sites is baked into their design. Make it easy for your users/followers to share your posts and bake it into the design of your posts when you craft them. Keep it simple and sharable.

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Is Social Media Turning Corporate America Into a Service Industry?

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Brain Solis
 recently posted the transcript from an interview he did with Capital Magazine on his blog about the rise of Generation-C, or “Generation-Connected”. Brain explains how the rise of this new generation has changed the way we craft our media strategies, and how businesses must decide when and where to use social vs traditional media. (Check out the interview here)

     This new generation of connected users is unbound by demographics and exists in a constantly evolving digital world. Relying heavily on mobile and tablet platforms as their window to the world, Generation-C is shaping the way that businesses interact with, and most importantly, treat their customers online. In short, these online customers demand the same treatment online as off. Creating customer-centric social strategies that deliver an engaging interactive experience, beginning to end, is necessary to developing meaningful Generation-C relationships that garner support and loyalty; ultimately, leading to sales.

 

     All of a sudden, companies who’ve never had to deal with answering their customer’s dissatisfactions directly are being called out via social media. They’ve been forced to join in on the social conversation and treat their customers with the respect and attention they deserve, or be left behind. It no longer matters if your product is tangible because Social Media visibility has become a benchmark for brand legitimacy. One user left a comment on Brain’s interview that I feel describes the Generation-C perspective perfectly: “If there are no reviews, no FB page, and no Twitter account, I am less likely to trust the product and company. It’s as if they are hiding.” No Trust, no purchase.

     Social media has equaled the playing field by taking a large portion of brand perception out of the marketers control; delivering your marketing message is no longer a one-way street. In order to regain control over that message, marketers must now create genuine interactions between the consumer and the brand. Starting to sound like a service industry isn’t it. Every company from small diner to large corporation can be publicly criticized or praised on the Internet. And unlike conversation between friends, once something is on the Internet…it’s there for good. Word of mouth marketing will always be one of the most powerful forms of marketing, and for Generation-C, social media is just an extension of WOM into the digital sphere of their lives.

     Social media matters, it’s a great way to communicate with customers and monitor the conversation around your brand; but it is not replacing traditional media. Your new job, based on how your customers consume different types of media, is deciding how to balance the two and create an effective strategy. This can be difficult, so in our next blog, we’ll go into detail about the differences between different social media channels how you should utilize them.

Cheers!