What is the secret sauce of a social network? What do you think it is? What motivates people in your networks? What motivates you? Right now, companies are obsessed with or have deduced that the only way to grab market share in social is to incent their customers into doing something-give them something. Reward them. But at some point a social loss leader strategy will waver because of the weight of constant escalating consumer expectations.
Over the weekend, I was asked the following question on Formspring
“How can media organization encourage more readers to post and more thoughtful comments? Alternatively, what determines when you will take a few minutes to post a comment to a story online?”
Great questions, don’t you think? It’s the burning question that every marketer wants to know.They are constantly asking themselves how can we get people in and keep them in?
It’s all about participation. It has to fit for YOU. It has to be the right platform for YOU and your voice and YOU have to have a desire to be heard. We’re all looking for our tribes every day online. And it starts with the fit, it starts with finding your voice and it starts with wanting to be heard.
It’s important to stay true to your brand in social media, and have a strategy that supports that brand from the start. If you are going after a high-end clientele it doesn’t make sense to post coupons or deals. You will attract the wrong audience that will grow accustomed to getting deals.