Look for Customer Motivations in Social Media Activity
I recently wrote a blog post for pluscrunch.com. In this blog post I give tips to new users on how to use Google+ (Google’s new social media platform). My big idea? Make sure you have a purpose. The whole blog is about how an individual should figure out what they want and then once they figure that out… they’ll have something to do.
As you can see… and as I mentioned in the post… the acts of finding a purpose and setting goals and making plans do not just apply to Google+, but rather most… if not all aspects of life. If you’re tired, your goal is to not be tired. In order to not be tired you start figuring out what to do to make sure you aren’t tired anymore. So – you drink a ton of caffeine or… you smack your cheeks or… you simply go to sleep. Alright, so you get the idea, yes?
I would argue that most people do this sort of thing naturally. If they didn’t, there would be a whole bunch of people living aimless lives and nothing would be getting done, perhaps. Most things are done with some sort of motivation.
How does this relate to businesses interested in social media?
You have to be able to analyze the motivations of your customers or potential customers who are using social media, or who you want to use social media. Are people going to come on to your Facebook and “Like” your page for no reason? Absolutely not. Why would they do that? So, we need to figure out reasons why someone is going to “Like” your page. People will seldom do this just because you say, “Heya, we have a Facebook page”.
“Well, we’ve asked and people have done it before…”
Great! What do you think their motivation was? Was it a show of passive support? Was it to get you or the business off their back? Or was it something we can use to our advantage?
Figure out that motivation! And if you can’t figure it out — reach out to them and ask! If they didn’t have a tangible or conscious motivation to begin with – they’ll come up with one. Does it end there? What now? What is going to motivate them to come back to your page? What is going to motivate them to interact? What is going to motivate them to tell their friends about your page?
That’s tough. That’s the rub. But guess what – realizing that you have to ask those questions and find those answers is the first step to harnessing the power of having an active social media presence. The steps that come after will vary due to the nature of your business and the sort of customers you have… and unfortunately there is not a single answer that we can give that will act as a cover-all for the steps that come after… that takes time… and strategy… and consistency (which is what we do).
The other take away?
Social media for business DOES NOT END with your Facebook page being “Liked” or being “Followed” on Twitter.
That’s where it truly begins.