​Hi 

3 crunchy bites this week (preceded by a foreword)

• Foreword - social engagement can be tricky
• Social Engagement the Key
  
• Social Metrics that Matter
  
• Crystal Ball for Social Platform Usage 2016
  

​​Browse previous issues of Social Business Bites at this link

_____________________________________________

Foreword

I had a little flurry of unsubscribes last week. I can't help wondering was that related to the fact that I opened with a piece about a certain colorful nominee for Republican Party Presidential candidacy, Mr T (No, not the one with the gold chains)? What's fascinating for me is that there are people going on social media to tell the rest of us not to feed that individual's social networking presence by mentioning him on social media, but I noticed that one person doing that used the man's name about four times in her Facebook call to the "Don't mention him so he doesn't get more oxygen" cause. Shades of Fawlty Towers' "Don't Mention the War"? 

It's just one example of how tricky it can be, using social technology to put your message out and in the process experiencing a different result than the one you wanted.  There is no simple answer. And there is no future in avoiding the challenge. Social networking might not be the only game in town, but it is definitely part of the bigger game of business. In this issue there are links to some key posts about using social technology and social networking in a more human, more savvy, more "ahead of the game", more truly informed way.

Des

________________________

Forget your Follower Numbers, It’s Time to Focus on Engagement   

Peter Friedman

"These days, consumers are mostly using social media to express themselves and share content that is a direct reflection of their lives at the specific moment. Social platforms are now the tools for making and connecting with friends and a source for getting attention. All of this is accomplished through dialogue and relationships with each other and the brand.

"That is to say, social media is now an engagement venue and can deliver amazing benefits to brands if they approach it that way—by fostering engagement among customers and with the brand." (emphasis added)

Part of the challenge I see with endeavouring to apply these principles is that I am bombarded daily by pre-packaged, hustling messages from people who know all these principles and probably lecture others about them. And when from time to time I challenge such people about this, I get the "but it works" response, sometimes with statistics to prove it. 

Values, anyone?

Thankfully, there are exceptions, and I will include some useful references to such people next week.

Social Metrics Then & Now: The Numbers & Nuances that Really Matter  Andrew Caravella

Speaking of statistics, this post about social metrics is insightful and informative. If nothing else, it could help you liven up the conversation the next time some business acquaintance starts boasting of numbers of likes on the company Facebook page or followers on Twitter.

"Social as a communication channel has grown and matured. So, too, have opinions from marketers and community managers on which metrics matter the most. The pure numbers game—who has the most followers, fans, likes—has now smartly shifted to encompass a series of quality-driven metrics based on holistic engagement rather than sheer volume.

"Because individuals are unique, the intent behind each social conversation should be unique too. Whether to deepen a relationship with a customer, close a deal or simply join in on an interesting conversation, authenticity is key." (emphases added)

Who Will Be Using Each Social Platform Next Year? (with infographic) Sarah Snow

So much of what is reported about social technology is focused on what works for people selling stuff to the 18-24, 25-34 demographics, that it is easy for people who have a different market in mind, and maybe with more complicated messages to communicate, to get confused. This article and infographic can provide some better insight and an attempt at forecasting into 2016. They should also help anyone looking at those younger demographic segments.

"The social landscape changes fast. As technology and habits evolve, social media users gravitate toward different social networks. This infographic from eMarketer shows which social networks “will continue to gain momentum, while others necessarily lose ground,” according to AdWeek."

Key take-aways:

• The 65+ demographic will see the largest increase in social media users in the next two years.
  
• The largest share of Twitter users are younger Millennials.
  
• After the age of 34, people tend not to be Instagram users." (emphases added)
  

As the author comments, "I guess seniors are less into selfies".

________________________________

Till next time, be well, be social :)

Des

PS: If you are not on the list yet to receive Social Business Bites in your email inbox, and would like to try it, you can register for that at this link. And remember there is an easy unsubscribe link in every update).

My contact details

Phone: International +61 413 089 355    Australia 0413 089 355

Skype: userid is deswalsh (if you want to connect with me there, just type in "Social Business Bites" - or email me and we can set it up).

Email: deswalsh@webartsco.com

___________________________

Till next week, be well, be social!

Des