Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is an analytics-based assessment on why social media marketing may not be working; a proposition that the 90-9-1 Rule for community management is now outdated; why content curation is valuable online; the value of gamification; and a how-to for avoiding backlash in an online community when you implement changes.
Constantly be building and growing a targeted network or you won’t have anyone to ask. The larger you grow your network, the more people who will be eligible and interested on any given day in doing business with you. This will produce more last interaction conversions.
The thing about the rule is that it infers that all users are doing something since the 90-9-1 all add up to 100%. The problem is that many organizations have profiles of users that are deactivated, past members, or guests. Also, not all members of an online community have access to the same tools, content, and functionality.
Obviously, you can’t include everything online in your curation efforts. And you definitely don’t want to. The content you include (and exclude) speaks to your point of view about a particular topic…think of it as “writing with links.” Choose your content carefully and make sure it’s consistent with your overall messaging and brand strategy.
The next step for your business is to consider if gamification would be beneficial to add as part of your marketing strategy and business model. Gamification is certainly not a fit for every company. Ask yourself: How are you creating value for your customers and for your company? Will it help increase revenue and improve the customer’s experience?
You don’t want to announce something, only to fail to follow through on it. So, wait until you are sure it is happening and then start preparing people, mentally, for what is coming. One of the reasons that people reject change is if they don’t know if it is coming or if they are shocked by it.
Think there’s something missing from this list? Leave a link in a comment, or tweet me @BenLaMothe!