The Heart Of The Facebook Experience
November 29, 2011
“The heart of [people’s] Facebook experience is their profile. People feel ownership of their profile; they are telling the story of their life.” -- Facebook CEO Mark Zuckerberg.
Facebook: From “User Growth” to “User Engagement”
With 800 million users, Zuckerberg is clearly paying less attention to user growth these days and looking ahead to keeping the relationship fresh between Facebook users and the site. As a radio station using this platform, are you focused on creating unique experiences for the small percentage that actually interact with you -- or are you too busy chasing some elusive “round” number of “likes?”
Are you focused on keeping your audience relationship fresh?
All over these social platforms, whether it’s a Facebook “share,” a Twitter “re-tweet” or a Google “+1,” radio stations are offered indicators that connections are forming. But do we stunt the growth of these connections because we’re not really sure what to do with the portion of our audience sharing our content?
Consider placing less effort into racking up “likes” and more time investing in “brand advocate/special forces” type social media troops -- seriously engaged fans who “get” this space and have a desire to act as your brand ambassadors. To do this, it takes finesse, know-how, trustworthiness and a solid social reputation.
Start by asking the right questions.
Why is your audience on Facebook? Why is your radio station on Facebook?
Align their needs with what you want and you’re on your way to scalable success.
What actions do you want out of each specific status update? Are your status updates enhancing or interfering with the primary purpose your audience is on Facebook?
To understand the value of social media, it’s time to care more about the reputation your station has on these sites. Are you encouraging personal experiences? Or are you using impersonal tactics?
Social media is about listening and translating what people are saying about your brand.
We’re either broadcasting on these platforms or we’re converting conversations into opportunities. It’s time to stop confusing the two.
Reach out to me anytime on Twitter @lorilewis.
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