Building Community and the Importance of Participation in Social Networks
I’ve written recently about the importance of taking that first step into online marketing and social media marketing in particular. I’ve described the massive opportunities that have presented themselves to those willing to embrace the online world. However, once you’ve taken that step, what does that mean? What can you expect?
Social media and the online world are very similar to the physical world
This fact is often overlooked yet it makes total sense when you actually think about it. The emergence of social media was built upon the basic human desire for social interaction. Many people work hard to produce great content that is truly outstanding, publish it onto their preferred social media platform and then sit back and wait for interested parties to flood in with likes, comments and requests for work.
I’m certain that from time to time there are examples of when this has happened but they are very firmly in the minority. In the majority of cases, interest in what we have to offer starts with members of our own community. In the social space, as in the physical world this is nurtured through human interaction.
What does this mean in practice?
In practice this means two things:
- Regularly create and publish great content. Namely, content that adds value in some way or another to your audience.
- It’s a two way process, in order for you to gain interest and feedback on what you are publishing you must be actively doing the same for other members of that community. In practice, this means liking, commenting on and sharing other people’s content.
Be authentic
Make sure that you interact on social media platforms in the same way that you would in person; take an interest, ask questions and be prepared to listen. Most of all though, be authentic and true to who you or your company is. People are increasingly savvy online and can see through insincere or automated responses.
Back it up in the physical world
The online world is important but don’t neglect real world networking opportunities. In person interaction will expand your network at a rate greater than you first expect.
It will take time
In many ways this is the most difficult bit. Be prepared for things to take time and commit to a long term strategy that you review at regular intervals. Now you might get lucky and have something go viral but real long lasting value will be built over time. If that sounds difficult that’s because it is. In the end though, don’t we want it to be that way? We want the benefits to be reserved for the most creative and the most persistent because most people won’t be prepared to go as far as we are willing to go.
Good luck.