Experience and Engagement!
Do you know what they mean in terms of social media, content marketing, or social networking?
Experience and engagement are terms found in marketing and customer service departments. Experience and engagement whispered in the boardrooms of corporate American. Experience and engagement discussed in real time electronic exchanges on Twitter and Tumblr.
Experience and engagement ( E & E) are interchanged frequently in conversations. Experience and engagement are defined in podcasts, photos, tag clouds, or hashtags. We hear terms such as virtual customer service experience, educational engagement opportunities, and online experience/engagement manager. Experience and engagements intermittent usage creates many misunderstandings.
As a result, experience and engagement based social media marketing develops strong social proof to your customers, employees, industry professionals, and competitors.
What is a social media experience?
Social media experiences are calls to action focusing on the strategic goals of a business. Sometimes, called content strategy, social media experiences instill long term information and trigger events into peoples memories. Social media experiences focus on creating all the facets of your marketing mix: customer lifetime value, world of mouth, impulse proximity isolation exchanges, or update your packaging and graphics. Every piece of social media content needs to enhance your business, products, or expertise with experiences your clients or prospects can identify with.
Social media experiences are slow-moving and motivated by point of need. People view and act with your social media experiences when they choose and through a device they are comfortable with.
Examples of social media experiences:
Creating and sharing white papers or videos informing homeowners on how-to repair their homes with a sustainable approach…. Your business creates sustainable-based repair products!
Posting recently promoted employee pictures on your Facebook page and including a link to your website careers page….Your business celebrates the accomplishments of its employees and honors their successes while driving employee prospects!
Your a law enforcement agency and decide to sponsor virtual community chats on how to protect your on-line identity. You ask for the aging populace to sign-up on your website and send them a virtual kit on how to interact on-line properly while protecting their personal information and SSN’s. Your agency is protecting the public or the “client” from sharing wrong personal information …Know Before You Go!
Your on-line and off-line social media experiences drive your products or your expertise into the consideration sets of present and future customers!
What is social media engagement?
Social media engagement is real-time conversations and interactions that follow the sharing of advertorial, native, or curated content. Your engagement is moving all the time. Engagements can include both online and offline: questions, complaints, photo-bombs, brand-jacking, and emergencies. Engagements are short and sweet but instill with your audience a customer service mentality (You are always around to assist). The best social media engagements are short communications leading to wonderful customer service. Your engagements need to be quiet running, awaiting when you will be needed. To many social media users your engagement doesn’t have to be a 24 X 7 process. What your customers or lurkers are seeking is the personalized touch of customer service!
Often, social media engagement is online community management and social customer service management.
Examples of social media engagements:
Your a defense contractor and create a wiki for real-time questions and answers about a weapons-based product. You invite buyers with specialized invitations to leave their questions and concerns on the wiki. All buyers can see the questions and concerns. In time, not only our your engineers answer questions, concerns, and how-to’s, but your experienced buyers began to tutor inexperienced new customers on the how-to’s of your product.
Your business succeeds on Instagram. Your photos end up on the Explore page all the time. Your online conversation monitoring informs you people are scared on using new social media tools within related industries. You decide to host chat groups on your Facebook and Twitter accounts demonstrating how Instagram is used by your business. Your business invites other non-competitive businesses to your Facebook and Twitter accounts. Sharing your intimate knowledge and education of a disruptive technology builds new business ties and opportunities for your business. Your business is now a thought engagement leader in Instagram usage.
The Mason City tourism department places hashtags into advertising collateral around the popular business expos and cultural events. Your hashtag, #helpmemason, assists social media users with travel directions, concerns, and information. Before and during these events, your personnel monitor your designated social media channels for questions and conversations with this hashtag. Your personnel answer the questions, concern, or give general information to your visitors throughout their visit.
Your social media experiences and engagements need to reflect the core beliefs, strategies, and mantras of your business and its industry culture. Before diving into the developing social media/internet marketing waters, ask yourself two questions:
Do our products or expertise work well in social media marketing?
How could we demonstrate to our fans, friends, and future prospects the importance of our products and expertise? How do we meet their long-term point of needs?