You Can’t Fake Social Networking
Okay, so you are planning your social media activities. What does a successful outcome look like? Is it important that you create something or inspire participation? Is it important that you are creative or effective?
Why are you dabbling in social media in the first place. At HCD our mission is to increase physical activity participation for populations within communities – as the first step toward prevention and a wellness culture. The only reason for us to create social media would be to make measurable progress toward that goal – for all the reasons that goal is imperative for healthy community development.
Yes, creation and participation, creative and effective, often go hand and hand. But you cannot “fake” relevance, engagement or the potential for a viral campaign without a foundation based on a compelling message for the people who might share it.
True, the “Old Spice guy” was a viral superstar. But all he had to do was change the after shave a guy splashed on or what his wife or girlfriend bought. But outcomes are not always that linear. When setting successful objectives for social media activities, metrics should be defined around quantifiable variables of participation and effectives. Effectiveness must be measured against your mission and objectives.
Is the objective “creativeness” or “effectiveness.” There is too much confusion around creativeness/effectiveness. At HCD, we would much rather have a less creative campaign that was highly effective than the reverse.
No matter how much one might like to write and watch the stats climb as people read the posts and Tweet them and post them all over Facebook – “Content is NOT king. Conversation around content is king.” It is the participation that we seek. An engaged member of an HCD community – of your wellness destination community – is a loyal member.
Can we inspire communities to re-think their approach to physical activity away from the fitness focus and toward wellness for the many in dire need? We can accomplish that if we take our eyes off “the prize” for just a moment. We know what we want to accomplish – long-term and quantified physical activity participation. But what do our not-quite-yet-active populations want?
We’ve got a plan – it’s based on solid social media, social psychology and social networks, health, and the biological basis of behavior. We’ve studied what the experts share, what they’ve based a lifetime of research to tweak and confirm insights. We’d like to share that plan with you. Simply e-mail us and request the free “Action for Wellness” summary – and let’s get authentic social networking rolling together!
User generated content
Instead of “creation” maybe a more effective campaign is sourcing a crowd to provide UGC and get involved. Think of the sharing and viral possibilities.
5) Social media can not be thought of as a campaign. Yes there are campaign elements – limited time messages and programs. But social media should be a continuous symphony composed with numerous movements. You need to be continuously engaged with your audience and seek their participation to be effective.