Blogs- Uma Kulkarni
Why should the CEOs sit on the sidelines, while other people do all their company’s social
media work? Why only deal with the boring aspects of day to day management? Why shouldn’t
they add an element of vitality in their jobs by engaging directly with the consumers whose lives
they are trying to change? Why not show people that the CEO is not just distant figure sitting in
far off place making tough decisions, but rather active, friendly, engaging?
More and more of the executives worldwide are starting to see the wisdom in participating on
social media themselves, and have reaped the returns on social media investment.
It without doubt has its advantages. It increases information sharing to and from the consumers, and adds to the reputation of the company, and makes the companygive the impression of being more humanized, rather than a dehumanized organization. It also shows more openness and innovative approach to communication. Overall it leads to increased business results in the future.
Why should CEOs engage on social networks?
They can be the best content providers on behalf of the company, not only relaying information but also giving the impression of a good leader. Some CEOs do not use social media but participate and communicate within the company through company intranets, and externally via company websites.
This strategic utilization of digital platforms and internet resources leads to better communication, whether through social network pages or feeds to Twitter and Instagram and other to video and image-sharing platforms.
Tools and strategies:
Highly social CEOs use a wide range of tools and lines of attack to drive the content of the company to various diverse channels. They keep interactive blogs to give their vision and perspectives appeal, depth, and more meaning. Their website is a source of information for consumers and allows content to be delivered in various formats, thus leveraging the clientele.
Be more personal:
It is by and large more personal and appealing if CEOs author themselves, rather than let their marketing executives do it for them. The difference shows. In this way they play their role in being up to date with evolving technology and social media in terms of content distribution, thus playing a better role in outlining their long term business mission.
Formality is still a virtue:
The general tone adopted by CEOs should be spur-of-the-moment and frank. But avoid falling into the pitfall of too much relaxed attitude. The trick is to keep a balance. Maintain an element of formality but be quick to grasp opportunities as they present themselves. This is reassuring to the stakeholders and builds confidence in your capabilities. By engaging stakeholders, you can leverage these and reach a wider audience and more target market. This trend is amongst CEOs is steadily on the rise, and is widely held amongst a wide range of companies across different continents. Successful and up and coming leaders show more of this trend in their communication to their target market.
Techniques that Help in Gaining Maximum Attention on Facebook
There are times to post on Facebook if you want maximum visibility for your post, blog etc.; when you expect more people to be browsing Facebook. And not just that, but when you feel that they are more likely to be interested in what you have to say. But the best time can also be determined by research on human physiology, astounding though it may seem. It is rooted in their heightened physiological state that make them more likely to like and share your content.
Who is the audience?
Of course, the best time depends on the audience, and what is the time for that audience to be free and online, or be bored in general. For example, personal trainers are freer during mid-day, or at night, while office workers feel free towards the end of the office day, like 3-5 pm, and of course at lunchtime or at night after they have had time to freshen up after office. Depending on the times when they are not feeling too pre-occupied with their jobs, they are going to show a positive or negative reaction to what you have to say. So you should be mindful of that.
People will feel more prepped up and active after some lively exercise, and thus be more likely to share content. Thus first of all you may have to get a general idea of the workout time for people. Jogging for example, increases arousal, in a positive way. It makes you feel happy about yourself, and that becomes your attitude towards others. You feel more generous towards others views and posts. This is different from sexual arousal in that people do get heightened sensitivities, but they feel embarrassed or guilty and will not be open to others. Harnessing these times is a must for success of your post on Facebook, or for that matter on any social media.
Naturally it’s not necessary that your audience are fitness freaks and exercise regularly. But everyone has times when they are more active, and similarly times when they feel dull and insipid. Elderly couple may take a walk in the afternoon, walking out their dogs for example, and young mothers may go for a walk late in the evening. So for old people you can share content in the noon, and for young mothers, more in the evening. Though this factor alone is highly variable. You have to take into account occupation, age, gender everything to get an overall idea at times.
Try it yourself:
Experiment on your own self. Do some form exercise, jumping, jogging, pushups, skipping rope etc. and see how you feel. Browse through your Facebook. How do you feel about people’s post? Do you feel tired of the usual, or feel more generous to comment, like and share. Don’t force a reaction. Go naturally. Now you are in a better position to determine what your audience is going to be like, and when to post to get the most likes for your blogs etc.
Host the Right Facebook Contest to Attract the right Crowd
Anyone who runs a contest on Facebook, wants fans that will stay with them even after the award date has passed. So it comes down to getting the genuinely interested, loyal fans rather than those just interested in the rewards. There are several strategies to ensure that.
Prizes should be related to the brand
Do not offer an iPad, if your company has nothing to do with one. It would only attract people who are more into the reward rather than your company and what you offer. Thus do not seek out prize hunters by offering lush vacations, if you are not in the travel industry. Offer what you do, and thus retain fans for a lifetime. And if they’ve showed interest in your reward, which is your company’s product, they will become lifelong customers too. You might gain lesser competitors if your award is specialized to as per your company’s product or services, but you’ll get quality competitors, not people who will disappear from your page the moment they’ve gained the reward.
Ensure fair competition and winners:
You may use a voting system, or points gained via quizzes etc. to shortlist winners, but use other methods as well. There is no doubt that these ways make people more attracted and motivated about the competition, but you can always supplement these methods. You can use a more professional and trustworthy method for shortlisting winners, like a partial jury, which has some knowledge of what the competition is about. This ensures quality winners. If you make it a matter of numbers, like the maximum votes or points, people may come up with fake profiles to create dummy votes. Or by entering the competition through various profiles, increase their probability of success.
A game of probability:
One thing is to leave some probability in to the competition. For example, lucky draw from a number of people who made a minimum amount of correct responses. Now the winner is up to chance and fate. This will thwart cheats because the game still depends on probability, and the end result can not be achieved by cheating alone.
Thwart the dummies!
You can require the participants to install an app on their profile first. Why is this beneficial? Because though people may generate many fake e-mail ids, faking Facebook ids is time-consuming and dangerous because Facebook takes action against this. Thus asking people to play the game via an application installed through their profiles minimizes the risk of cheaters and dummies.
People worry that it will reduce the number of participants if you ask them to undertake the steps mentioned above. This is just a fear that is entirely unfounded. Even if the players are first required to add and install an app, the number of ‘genuine’ participants remain more or less the same. Similarly, you might gain lesser competitors if your award is specialized to as per your company’s product or services, but you’ll get quality competitors, not people who will disappear from your page the moment they’ve gained the reward.
The A,B,C of Hashtags
Hashtags are widespread tools that enable marketers to specify the relevancy of their products, while allowing users to track what they are interested in. Companies can also track these hashtags to become a part of the conversation that their consumers are having about the product. They work on many social media like Twitter, Facebook, Instagram, and Pinterest. Thus marketers can gain focused interest in their activities enabling pertinent and meaningful conversations to be generated. Thus hashtags have become an integral part of a company’s marketing and promotional campaign.
Because of the inability of users to correctly use hashtags at times, brands miss the opportunity to participate in a conversation related to their product. And mostly people do not mention the brand’s handle or the brand’s hashtag in their threads too. The loss in publicity incurred by this communication lag between the brand managers and their consumers cannot be easily quantified. However, it’s also true that you cannot judge the true visibility of your brand online if you can’t track conversations about your product
Do your own hash tagging:
Even if the user in his query misses out on using the brand hashtag and the brand handle, the brand can answer the queries in such a way as to answer the question as well as correct the omission by including the hashtag and handle in the answers, thus also gaining approval from the user by addressing their concern. For example, take an example of a fictional medicine ActiveX. User A: ActiveX is good for headaches, but has a few side effects. Brand: thank you for using @ActiveX. Visit our website www.ActiveX.com for details. Thus you can see that the company has both answered the question, and ensured the correct use of the hashtag.
Use a practical approach
It would probably be impossible to respond to every user and very time-consuming and expensive, so it’s better to adopt a more feasible solution. Automated keyword detection is a solution, and then respond according to an appropriate syntax. A program can be developed for this purpose. A further modernized approach is to use a program that can gauge the sentimental value, i.e. the depth of positive or negative feeling in the query. To ensure consumer’s use your hashtag, you must demonstrate the use yourself by using hashtags in your online and offline promotional campaign. Thus people will know to use the hashtags to get the attention of the brand, which the company itself would be monitoring.
Why do hashtags mean so much?
If the brand can keep track of the conversation about their product, they will get a better insight into how people view their products; what they expect from it, and how they perceive it in their daily life. Consumer perception goes quite a long way in positively building a product’s brand image. Thus by encouraging proper use of the hashtags, both consumer and the Company have something to gain. And companies incur a loss by missing on that opportunity.