What does success really, truly look like in the world of social media marketing? Simply put; influence. Successful brand pages quite openly exploit the influence that they have on their audience for their own gain. Trouble is, building social media influence is easier said than done. You can’t buy it. It won’t come as the result of some innovative new web tool focused on maximising engagement and minimising fuss.
Truly, far fewer marketers are competently cultivating it than would care to admit.
Becoming a social media influence for your industry is about more than writing great content that benefits your audience. That can only work in part after you have an identity. You must first identify some vital attributes for your brand and consistently display these in any and all marketing channels that you invest in.
Social networking is about connections. To use a technical analogy, and bearing in mind I have little to no knowledge of this sort of thing, the stronger a connection is, the more current that can pass through it without it breaking. (Is that right? It sounds right anyway.) If you want to have a significant social media influence on your connections you must first have created bonds that are unbreakable. That takes time and persistence; no amount of careful soldering is going to help. (Is that right? I think it’s time I let this one rest and moved onto something I’m more comfortable with.)
If you’ve ever played a Role Playing Game, you’ll understand the process of building a character. And even if you haven’t, this is a great simile so I’m going to use it all the same and you should definitely read it.
When you build a character you are given a finite amount of character points. You spend them to govern which attributes and aspects of your character are most and least prominent. For example, you might have a natural inclination for high intelligence levels but not be as strong as others. Or you might, like me, cram all of your character points into charisma and be unable to even walk up a flight of stairs without fatigue setting in; but your silver-tongued nature means you can talk peasants into giving you a piggy-back. (Generally not recommended.)
How your brand is represented online, and even more so on social media, needs to be human. It needs to have a face and a voice that users will find instantly recognisable. As you launch (or in most cases now, re-launch) your pages for social media influence, you are essentially creating a character. The attributes that you invest in at the beginning will determine how far you can go towards influencing your audience.