Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is a discussion about the need for strong common interest being present for a community to succeed; a breakdown of Facebook’s EdgeRank and Graph Rank; a look at CRM in 2012; whether using seasonal content is useful; and why you should be your own social media customer.
So how do we know if our topic is interesting enough to build a community around? Simply, do people already talk about it online or offline? If they don’t, you’re going to have a hard time building a community around it.
Graph Rank seeks to show users highly relevant application stories based on the other connections they’ve made on Facebook. So if a user plays Words With Friends, they are more likely to see a friend’s story about another word game than a story about an arcade shooter.
The social customer is no longer a customer to gawk out, just a customer to deal with – like any other customer, with one explicit difference. He/she scales. Meaning they know how to impact other customers on a large scale who are “like them” in interests, and use the social channels that are not controlled by the company to do so.
The key is knowing which seasonal events matter to your audience and why. Hearth-and-home holidays such as Thanksgiving and Christmas are huge for business-to-consumer marketers that focus on products and services related to entertaining or gift giving.
Much has been made of influence scores and retweet/share metrics, but the simplest metric of all is to look at your own behavior. If you never go back to look at your own stuff, if you find no value in what you publish, chances are that no one else does, either.
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