The onset of social media has brought a revolution of content. What many had buried in their minds, stored in their pockets or recorded on tape is now able to be broadcast in real time. With today’s powerful social networking tools in hand, how can you know the best way to promote yourself, your business’ ideas? And to what end?
For the sake of this post we’ll focus in on two processes (conversation and curation) and one “end product” (conversion) used within social media.
Conversation, in its purest sense, is interacting with others so as to share and gain ideas and experiences resulting in a more harmonious and congruent relationship. Conversation can take many forms and is exercised by all of us everyday. When it comes to online interaction, it is no different.
Three walls have been broken down with communication over social networks (especially on Twitter and Google Plus): geography, demographics and economic status. The playing field is leveled when it comes to interactions. For example, a low income citizen can build an impressive online reputation, getting the attention of high-profile executives and celebrities. For example, look at Daniel Starkov from Ruse, Bulgaria. He is a college student living in a small city along the Danube River. He now has over 40,000 followers on Twitter and offers a great platform for guest blogging.
Curation is best illustrated by observing entrepreneur Guy Kawasaki. The guy’s (no pun intended) a virtual fire hose. And with his creation of Alltop, it’s one of the supreme sources to discover what’s being talked about.
You may not be able to tweet interesting or bizarre links every few seconds like Kawasaki, but if you know your niche it’s possible to deliver good, trustworthy references to a growing captive audience.
Conversion, for businesses, non profit organizations, and individuals alike, is the pinnacle of social media. Whether it’s the sale of your coffee, a visit to your site resulting in revenue, or a link being passed along by many people—everyone has a goal to bring their followers into deeper engagement.
Whether you choose conversation or curation for building a reputation on social media, you can be sure that you’re efforts will be rewarded. However, the most effective, in my opinion, is to apply both methods and play with the balance between them. Watch how your audience responds to both and make the necessary adjustments to either converse or curate more. In short, allow your customers to be your gauge for how your virtual reputation is shaping up.
Even though we all desire to have that one tweet, Facebook post or blog entry to go viral, it is more the exception than the rule. Faithful interaction with your followers and friendly recruiting of newer audiences will guarantee a group of humans who not only follow your branding but will eagerly promote it among their circles.