Anti-Social Media
The advent of social media has spurred on consumer demand for two-way conversations, corporate transparency and personal accountability. Gone are the days when organizations can blast out messages to as many people as possible, hoping that they’ll catch someone’s interest or trick them into making a purchase. While organizations and individuals like this still exist, modern consumers are getting increasingly harder to fool. We are tech-savvy, discerning and highly informed. So the quesiton is, why do companies still spam their coveted customers?
What many people would be suprised to discover is that many companies aren’t spamming intentionally. The key word here is intentionally. Many organizations see online media as accessible broadcasting channels that can be used to reach their core customer base in a very direct and personal way. What many fail to realize is that while consumers may seem very open on Facebook, Twitter and other social networking sites, they are open in a very selective way. Many consumers use social media as a way to build relationships or maintain those they already have. When they are approached by a stranger with unsolicited information, the contrast of such an in-organic approach with such an organic channel can quickly build a wall. With many social causes experiencing their first foray into this space, I think its important to touch on steps cause-based organizations can take to ensure they spread their message without alienating the audience.
First, don’t talk to strangers. Or more accurately, don’t pitch to strangers. While it is relatively easy to find a group on Facebook, a blog or a Twitter conversation that aligns with your target audience, that isn’t a free pass to interrupt with a plug for your cause or organization. Take the time to learn about the interests of the community first, make valuable and relevant contributions and then consider how (or if) the group would benefit from what your organization has to offer. The amount of time it takes to build a relationship is different for each community and platform; you may be able to jump into a Twitter conversation and share a link to your site just a few tweets later. On the other hand, if you are interacting within a highly involved community of bloggers, it might be a few weeks before you can openly promote and recruit for your cause.
Once you’ve reached the point where you feel comfortable promoting your cause, be sure to put information before involvement. Encourage people to visit your organization’s website and learn more about the cause, or better yet to connect with others that have experience with your organization. Remember that when consumers get involved with a cause online it’s much more visible. This is especially important if your cause is controversial or polarizing. Many people share their online social space with co-workers and casual accquaintances and may be reluctant to become an active advocate without extensively researching the issues around the cause. When you give them information first, you give them a less visible way to become involved and move them closer to becoming a supporter.
Finally, when they are ready to subscribe to your cause, pair your requests with a benefit. If you’re asking them to share a link or promote an event to their online network, find a way to make it fun and rewarding. People that support causes often do so because it makes them feel positive about their role in society. Each time you encourage your supporters to do something, ask yourself how you will make them feel positive about their involvement or how you will recognize their action. Reciprocity breeds long-term engagement and promotes loyal supporters that will feel more compelled to share your mission with their family, friends and extended social networks.