Online communication can be just as perplexing to some as offline communication. Social media is a confusing place for many individuals, let alone businesses. The rules of engagement are different and if you are not familiar with them, you can do yourself and your business a great disservice. It is an understatement to say that online communities that dominate our mobile phones present a tricky challenge.
For starters, there are many platforms available, but with increased traffic, it is daunting to cut through the noise. It’s hard to make sense out of nonsense. How are you supposed to reach out to your intended audience if they can’t hear you? It all starts with knowing where your audience really is and then you can engage with them.
If you were walking down the street and you saw someone casually strolling in a full-body duck costume, you’d be confused. You might even take some pictures and share the story with your friends. In fact, it’s so outrageous that they will share it with the people they know and this little piece of information will take off. Other onlookers might approach the costume-wearer and inquire about the costume. It is something that stands out and will get people talking. The best way to get someone’s attention is to do something against the norm.
Does this mean that you should do something outlandish for likes and comments? Absolutely not; it depends on what you are looking for. As much as the duck costume is eye-catching, the wearer needs to keep doing it to become a constant topic. Surely, it is impractical to grab your audience’s attention with shocking publicity stunts. Any group of individuals is likely to get tired and bored with attention-seeking methods. They are great for occasionally boosting your online profile, but cheap tricks have no place in your online circle.
If you try too hard to strategize your actions and remain tightly coordinated on social media, you will find yourself at your wit’s end. Social platforms, online and offline, are defined by their human activity. Humans are incredibly volatile if you didn’t know. While we all have our habits and routines, we are emotionally driven as well, so we can be swayed with the right influence. Content that invokes a heavy emotional and psychological response will likely perform better on any platform.
Some marketers focus on hacking an algorithm and cheating a system, but that too is shortsighted. Even though your communication is brokered by technology doesn’t change that you are communicating with humans. That will always be the same. Think about how you would connect with someone you just met, an old friend, or a casual acquaintance. Social platforms will always change their algorithm, trying to chase that will put you in a losing rat race.
Instead of running around in circles, try to create your own circle. Meaningful engagement doesn’t mean trivial content. It requires that you create with the intent of helping your audience.
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