Welcome to Social 501, the final post in a five-post series about mastering social to build your personal/professional brand eminence.
Social 501: The Masters Class
In the first four posts of this series, Social 101, Social 201, Social 301 and Social 401, we learned how to get started on Twitter including how to setup your account, find people to follow and how to engage in the conversation; how to build value on social platforms by connecting with others, making your thoughts known; building out your social footprint by establishing your online profiles and the settings or ways of use for each; creating and defining eminence and thought leadership and so much more. In this final post I will help you put it all together by discussing the social platforms a bit more, talking about social influence and sentiment and participating and building communities.
What are the social influence engines and what do they measure? What does it mean to me?
Personally, I place zero value on measurements such as Klout and Kred. While I do believe each one has a particular value proposition that can be important and useful in certain contexts I am not a believer in the measurement systems overall. This being said, I do want to address a few points for all of you graduating readers out there in the masters class!
- Social influence is generally measured by how often people engage with your content, share your content and engage with you or members of your network
- Put simply: the more people interact with you and your content the more influential you are perceived to be and the higher your influencer score becomes
- Sign up for each service I’ve mentioned and view the details; however, DO NOT get caught up on your score!
- What I want you to take away from each service is a view into who you interact with most and who interacts with your content the most across each network. These people are your influence network and you should care greatly about them
- Take a look at your post popular posts/topics and updates. Do people love your photos? Maybe they love your cat memes? Whatever it is, identify it and measure it against what you wanted to be known for and what you have set your goal to be influential in
- Now, forget your score
- Seriously, forget it and ignore it; it is meaningless and useless. Also, ignore things like Klout Perks or other “you are an influencer so sign up to get this” schemes; sure, you might be an influencer genuinely in the topic for the perk but that does not mean you should get on the mailing list; you get enough email as it is. Plus, a direct interaction with the brand on Twitter is more valuable to you and them than a perk
How about social sentiment? Should I care about my sentiment towards brands/people/posts and other’s sentiment on my content?
In short, yes! However, sentiment analysis is not necessarily easy or cheap to obtain and you need specialized knowledge to read the tea leaves so to speak. There are a few things as a master class reader you should be focused to though when it comes to sentiment
- Be mindful of your tone of voice and how you engage with brands and other people
- It is ok to be disappointed and upset and sometimes you can even be angry; however, by and large your overall tone of voice should be positive or at least amiable
- Be you with just a little bit of filtering
- This one is hard for even me (or maybe I should say especially me!) but it is critical nonetheless. You should always be yourself on social and everything you post should be true to you as a person and how you think. That being said, you do not need to post everything or every thought on social. I’m guilty of constantly criticizing the fact that American Airlines has no vegan food for me, ever, on any flight, no matter what my class of service is or my destination. So while I post about this I have to be careful not to let those post overwhelm my other nuggets of wisdom (such as the sharing of this post) – make sure your stream does not get clogged by negative sentiment posts
- Know what sentiment is and how it is measured but also know, that like influence, it is sometimes meaningless
- Many companies (hi there Radian6 / Salesforce Marketing Cloud friends!) have made big businesses off of measuring sentiment and selling this knowledge/data to businesses and that is great! But know that sentiment does not tell the full story and that sentiment is only piece of the larger puzzle (R6 will tell you this themselves) and is sometimes not even accurate. What is important is that on the whole people are viewing your content in a mostly positive light and interacting with it; as long as you are there, you are good to go
I’ve just checked my influence scores/sentiment analysis and some content seems to perform better on Twitter than Facebook for example
Yes it does! This is valuable information and should be information you use to really judge your content and what you post where. Again, sentiment and influence data has a place and that place is really identifying your influence network, evaluating your content and how it performs where, and helping you understand what types of content people are engaging with the most against what you had hoped it would be… leave scores, etc out of it
As I’ve been building out my network on Twitter I’ve started to get to know some really great people and building a community (or becoming a part of one); what is next?
Social communities are really the backbone of social media IMHO and the more you become a part of them the greater your network, reach, and influence will become. As you continue to engage with these communities I’d like for you to take a look at what makes them work. Do brands sponsor them in some way? Did they self-organize or did a community manager at a company put them into place? How often do they “meet” and how is the discussion organized?
These questions (and subsequently answers) will help better inform the way you interact on social and maybe even help you build a community of your own someday! Remember the thought leadership content from social 401? Well, communities often center around companies or individuals who are thought leaders and the relationship becomes oftentimes a symbiotic one where each group benefits from the other; make sure you are contributing appropriately!
Great! So what now?
Now? Go out and keep doing what you are doing! Thanks for following along with this five-part series and thanks to those of you who have engaged with the content and kept the conversation going! If you found value in this content please share it with others in your network and help them build their own eminence!
Now, let’s continue the conversation! Follow and engage with me on Twitter, leave a comment below, or send me an email via my contact page.