Media Loyalty Through Social Media

Many media companies are encouraging their staff to rush into social media outlets such as Facebook, Twitter and LinkedIn. This expediency often excludes a real definition of why this is imperative, but rather an “I know we need to be there, and we’ll learn it as we go” mentality.

While this approach may provide some sense of staying on top of current social technologies, the buy-in from employees will be difficult without a clear means of monitoring success. Goals have to be established to foster fruitful interaction. Without established objectives, the use of these technologies may actually damage the productive flow of business, as posting aimlessly becomes burdensome rather than beneficial to the viewer.

Most casual social media participants will tolerate some level of self promotion as long as posts provide enough value to peak their interest. A sure way to make viewers click the “defriend” button is to consistently post personal results from online quizzes and other applications which have no bearing or social value for most users.

Social media is just that -- a social function. Thus, if not utilized properly, it will be ineffective.

Social engagement will create profits as discussions are fostered through building online relationships through discussion points, national or local, that touch a broad spectrum of local viewers.
Statistics show that only 2% of the viewers actually engage in any given post. That 2% provides opportunity for your company to take the lead and direct the viewer to your Web site. Well-established media outlets have a viewer base to capitalize on and create meaningful discussions that will attract more interaction. (More will be said on that topic in another blog.)

By creating hubs for these viewers, such as a Facebook Fan Page, interests can be gleaned, relationships can be fostered, and content can be developed using the social media tools to enable recruitment from the community and enhance relevant content and topic leaders.

Finally, the social media provides a place to personalize or put a face on your business or institution – hence, the name Facebook.