This is a continuation of Social Media Strategy Playbook Series. There is much to learn as we study politics and extract meaningful marketing lessons from the outcomes of the various campaigns. New media technologies are disrupting the landscape of both business and politics and the similarities are staggering. If you have the distinctions to see what is really happening, this is an excellent real-time ideation-to-transaction primer.
We have covered:
Rule 1: Use All Available Media Channels from the Very Beginning
Rule 2: Create a Short Meaningful Message, Speak It and Let It Work
New Media. A Virtual Party
Notice that most of the conversation that is going on within social media is chatter. When I say chatter, I am talking about conversation that leads nowhere. Your goal is to be meaningful, valuable and relevant to the people in your network.
The question becomes, “Why are you being meaningful, valuable and relevant?” If you are in business, you are using social media because at some point down the line you are looking to connect with people to exchange value. “Social Media” is simply a place where you have an opportunity to connect and interact with more people at the same time.
When “social media” was first explained to me, it was done with a party analogy. “Everyone is in the room and talking and you have to find the conversations and the people that you want to be around.” Then came the distinction. “All parties and conversations are different. You can go to a dinner party with friends. A seminar. A networking event. They are all types of parties (or gatherings) where people are getting together and talking. The key is to know why you are there and who you are looking to connect with.” It all starts with a meaningful conversation.
Moving on Rule #3…
Rule 3: Create a Transactional Situation. Tell your listener or viewer what you are going to do if they engage with you. This is the transactional part forgotten by most people using social media. They are just chatting and there is no meaningful transactional content.
You actually have to have a transactional situation. Have a time and place where folks are going to take action. In the political world, this is obvious. That transactional situation is election day. In business, the transactional situation getting the lead, having a conversation and closing the sale.
So the Social Media Strategy question is:
What is the transactional situation that is at the end of your social media activity?
Please bear in mind that it is ok to not have a transactional situation in mind as you move in social media. But if that is the case, know that you may have a difficult time seeing the ROI of your social media efforts.
