How many Twitter followers you have? 500, 800 or 1000? That is impressive, but it is time for a reality check. When you measure the social media communities by numbers it really is not a measure for your success. What counts is how engaged your connections are with you, your ideas and your discussions.
The key to driving engagement is the right content. The question is how exactly will you use it? Build a community that actually drives value and keeps the members involved. Here are some tips that will deliver. Many tactics apply to other channels, such as Facebook, which is a key component in the B2C space.
1. Select your targets and listen to your targets. Use different forms of communications to get them. For Linkedin, you can start by searching groups that are in sure with your goals and brand personality. At this time, your goal is to identify candidates. Later, search on Twitter and LinkedIn for former colleagues, customers, vendors, subcontractors, and suppliers.
2. Do not forget former employees who have started on to other clients. Connect with these immediately once the relationship is established. If you connect with strangers, it will take extra time.
3. In the beginning, take a passive approach by getting as sense of each groups culture and content. Some groups are easy going whereas some are more conservative. Similarly, for twitter do plenty of listening to get an idea of content and tone before you become active.
4. You can also start reaching out to influencer in your industry, such as reporters, and trade event organizers. Continue with listening and what others are focusing on, tweeting, and blogging about. Once you have identified the target, start following the conversations. You can introduce yourself and build an awareness. Do the same for LinkedIn and make sure to be genuine and meaningful. Avoid the “me-formation”!
As you build relations, continue to invite those with whom you feel close to connecting with you. You can even invite them to join your own Linkedin group. Before you actually post a blog, send it out to them. Ask them for their opinions and quote them if it is interesting and relevant.
5. Once you have mastered the steps above, just keep it going. It is an opportunity to get some moral support from your other professional colleagues. The least you could do is to see whether you have new participants to acknowledge and keep the conversations going. Take some assistance if no time for social media activities.