Delegate, Focus, and GROW Your Business

Building and Maintaining an Audience in a Social Business

In order to build an audience, different avenues for regular discussion should be available to those in your organization’s audience. It could be as simple as your Facebook fan page content, or more in-depth such as a regular webinar or podcast. If it is possible, the best strategy incorporates fresh content 5 days a week. This rapid-fire content creation is a great way to get your audience used to tuning in at regular intervals and readily consume what you have to say.

Audience building is the difference between operating an eBusiness and a Social Business. You can sell goods or services online with an eBusiness which is merely a channel. However, a Social Business encompasses the contemporary shift in modern marketing that places esteem and value on the social connection an audience feels with an organization. The Social Business is networked and offers value to its members just for showing up.

For Communities and Discussion Platforms

You want to engage your audience in a way that gets them interacting in the community you establish for them. There are many ways to do this, here are a few suggestions. Consider ways to integrate your audience into your content, such as recording live calls, voicemails, and other feedback such as email and integrating audience into your regular Q&A. Let the audience answer each other’s questions and encourage discussions between audience members. Have guest experts on to discuss or promote their upcoming work or bring in unexpected guests from outside of your niche.

Keep your content organized using a content strategy and calendar, scheduling far out in advance to account for any changes that may come up unexpectedly. The more planning you put into content creation, the more the audience will consume regularly and stay engaged with your mission and message. Always interact with your audience, hold regular contests and discussions and always stay away from one-way conversations. If you want to talk to a brick wall, spam your promotions. If you want a two-way discussion, make it about them. It is also suggested that an organization utilize a Facebook fan page and Twitter feed for each regular session, so that audience members can go there for details easily.

Ultimate Engagement for Facebook

To get into the Facebook regular newsfeed of a fan, the fan page or business page must be engaging and get liked or commented on by the user to see regular feeds. The best thing to ensure engagement is offering a social media object of value and an opportunity to answer a question. The question should be topical and easy to answer, a simple yes or no answer is sufficient. Requiring a paragraph answer takes a user far too much time and they will not respond. Another great engagement tool is asking for audience members to self-promote; ask questions that make it easy for them to shine!

The best approach to audience building is two-faceted. First, get them interested by providing great content and keep them engaged by making them feel like they are a part of the organization. Know the audience demographics, what they need versus what they want and address your key audience only, even if it means excluding some people. You want to focus on the audience you have the closest bond with and cultivate those who you have their rapt attention.

Incidentally, the best type of Facebook post is one that includes an image or a video. Images are rated higher than videos as they get 70% more click rate than those without. Incorporate images and videos into your content for instant share-ability.

Starting out With Building Your Audience

When just starting out building your audience, it is a good idea to stick with your free social media channels, especially Facebook and Twitter. Providing consistently valuable content creates and builds trust. You can incorporate promoting influencers in your niche to create the positive vibe your social media community should have. This is a time for testing your content and seeing what works. Using trackable link-shorteners in social media is ideal to easily see what topics your audience has affinity for and deliver more! Get to know your audience, find your authentic voice, and use this time to establish trust by being positive and consistent.

Intermediate Audience Building

Start looking at the systems and styles influencers in your niche you wish to emulate use and inject it into your own strategy and voice. There is no need to recreate the wheel for a successful audience building campaign; there is nothing wrong with using someone else’s successful model as long as you are using your own fresh content.

Reach out to and promote influencers in your niche and try to open a public dialogue. This shows your audience you have a social relationship with another in your community whose opinion is respected. This gives you validity to your audience and gives an opportunity to open a conversation with the influencer’s audience. Continue to incorporate your audience into your content and discussions as much as possible.

Advanced Audience Building

Create joint venture partnerships with influencers. This will give you a platform to now speak legitimately to an influencer’s audience directly, as well as introduce a heavy-hitter to your community. Find ways to offer joint-webinars or host an interview and make the recording available to both audiences. There are many things that can be done in partnership with influencers in your niche, offering free or paid products or events. Social promotion of joint-offerings is an excellent way to cross-pollenate your audience and possibly gain supporters you never would have to begin with.

Turning Your eBusiness into a Social Business

Information is no longer pushed onto people blindly where they have no option but consume. Rather, they are now pulled to companies they feel an affinity with because of their social practices. Information flows over networks of people instead of through controlled channels such as commercials and print media ads. The information has potential to move locally or globally, depending on the how much the organization nurtures its social channels. eBusinesses should be considered transactional while Social Businesses are organizations with enabled mindsets that value the flow of insight and trust over the flow of capital.


Posted on June 30th, 2011 by Team CVA

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