Though this article is more a plug for a SEO bootcamp than anything else, it does offer some useful info. Check out this excerpt from The PR News Watercooler:
- Strategy – Before you can move into the social realm you have to acknowledge that you need a strategy. “Facebook” is not a strategy. Developing a strategy is less like commercial fishing—throwing out a net and seeing what you catch—and more akin to the art of marksmanship. Strategy that hits the mark is a hypothesis: You have to think about what your goals are and how you plan to measure those goals. The best way to approach this, like shooting a quarter at 100 feet, is to read, aim and fire.
- Empathy – You have to know what your audience wants, or more accurately what it needs, not what the company wants. Go so far as to take the company out of the equation at this stage. If you were just being philanthropic, what would you solve for them and how?
- Delight and Let Go – Most marketers lose sight of the customer while looking to control every aspect of the message. Create great engaging content and then let it go. If you create great experiences, great content and great products, revenue will find you.
- Measure – What is worth more, 5,000 views, 10 shares or three comments? Know what your strategic goal is and focus on that area. As sociologist William Bruce Cameron says, “Not everything that can be counted counts, and not everything that counts can be counted.”
The quote from William Bruce Cameron is my favorite part of the article because the next chapter in audience engagement is all about measurably and as Cameron so eloquently put it: “Not everything that can be counted counts, and not everything that counts can be counted.” What counts for you? Can it be counted? Are you measuring your success with the right indicators?
Read the full article here.