As an information professional my work is driven by the information needs of my clients. Lately, I’ve been offering a lot of advise about using social media to create engagement and establish credibility.
For some social media managers content is king and frequency is the driving force. There are a lot of good reasons for that. However, I can not overcome my librarian training and think that content, context and quality should be the drivers for using social media platforms to engage with customers.
A recent Financial Post article, “How to Retool Your Content for Maximum Impact Online,” offers some useful insights that fit my own philosophy of social media participation.
The author gives some insights from a recent book by Chris Brogan and Julien Smith, The Impact Equation: Are You Making Things Happen or Just Making Noise?. The equation is all about IMPACT.
The book is built around a simple verbal equation: IMPACT = C times (R+E+A+T+E) (you will notice it’s pronounced “create”). More precisely, impact is the product of reach, exposure, articulation, trust and echo — all multiplied by a factor called “contrast” — the X factor that makes your message different from everyone else’s.
Having been in this realm for a while I can appreciate the need for a good way to find out if the work we are doing in social platforms to grow businesses is working. Analytics from the various platforms are sophisticated and hard to decipher. Knowing that someone picked up the phone and chose your service or even clicked through and made a purchase is what really matters in the world of social media business and it is hard to measure that success.
So is your content creating impact? Check out the article to find out if the formula proposed by Brogan and Smith fit your needs. A few of them make a lot of sense to me. Trusting the content is critical and creating original content may just be the best method to add not only contrast but context to your strategy.
It is hard to rise above the noise, if you can find your own best strategy for impact in the social media universe you may just have one critical element of success for your business.
Constance Ard, November 9, 2012