Social media marketing, just start from these 3 points!

Social media marketing has become the standard for corporate marketing today. It is undeniable that social media marketing has many advantages such as precision, efficiency, and penetration. However, we can actually count on one hand the number of popular brands that have truly implemented social media marketing. Social media marketing often sounds great for a company, but the reality is cruel.

Why do communities exist?

The biggest difference between a community and the biological concept of "colony" is that a community places more emphasis on internal social relations. Let's first look at why a community exists?

1. Strong interactive form centered on common interests

A community is different from a cluster in that it is not simply an accumulation of elements, but rather there are high-frequency interactions between all elements. The interaction between members is maintained by common interests, and the common interests here are often manifested in the form of common interests. Through the connection of common interest tags, even very niche interests and hobbies can find social recognition. With the recognition of members within the community, daily communication will come naturally. This is what we call strong interaction.

Most communities are established based on interests, such as communities of enthusiasts of various sports and musical instruments, but there are also communities established through shared experiences, shared privacy, professional demands, etc. For example, a very accidental activity or even an unexpected event may be the reason for the growth of the community, so the fundamental reason is common interests.

2. Save the cost of obtaining information

There is a general assumption in economics that all people are defined as "rational people". In this era of information explosion, the cost of our information screening is very high. Kevin Kelly also mentioned in "The Inevitable" that the accuracy of our information filters will become higher and higher, and communities are based on interests and common interests, becoming a semi-customized information filter. Our efficiency in obtaining effective information from communities will be very high. For example, a senior Douban user’s movie rating is often also the preference of other Douban users, which greatly saves the cost of filtering information.

3. Weakly centralized expression channels

The community we are talking about now is a weakly centralized and relatively flat organization. The individual voice is greatly improved compared with other organizations. Because of this, everyone can become an information channel, and everyone's opinions can get corresponding feedback and attention. Individual rights are fully reflected in the community circle. In addition, the daily state of a community is free communication under common rules, and high-frequency internal interactions are also a manifestation of weak centralization.

How to do social marketing

Ever since Xiaomi became very successful through fan operations in the past few years, everyone knows that the community plays a very important role in the promotion and sales of our company's products. Everyone knows that communities are important, but how should we do community marketing?

1. Core value positioning

For a business, the first thing to do is to understand the core value of the community you are building. Core values ​​are the foundation for a community’s survival and development, as well as the goal orientation and positioning of a community. For example, if you are a piano seller, you may naturally want to build a community of piano lovers, but this is not a core advantage! There are so many people creating piano communities in the world, just like there are so many WeChat accounts with the keyword “piano” when searching on QZMedia. Why do others need to follow you? Do you have excellent teachers teaching here, or do you sell cost-effective pianos? This is what companies should think about before setting up a community. Therefore, almost all successfully operated corporate communities are based on their own products. Xiaomi’s community is always centered around how to play with Xiaomi’s mobile phones, and the communities of people like Logical Thinking are always extended around Luo Zhenyu ’s dynamics. Regardless of whether your product is a physical object or knowledge, it needs to be closely related to your core competitiveness.

2. Effective guidance

How many companies have the good wish of establishing professional communities, but in the end, these established groups either become silent and become what we call "dead groups", or are purely for chatting and become chat rooms for everyone to gossip. These are all manifestations of a lack of guidance within the group. In addition, the reason why the previous article said that the community is a weakly centralized organization is because it is impossible for an excellent community to be completely decentralized. Otherwise, it will only become a chat group and become extremely chaotic.

Rule-based guidance

Since it is a group, it must have corresponding rules and regulations to survive for a long time, otherwise it will just be like a pile of loose sand with nothing in sight. The stable development of a community is inseparable from its rules and mechanisms. The form of the community needs to be consistent, and the previous rules should not be disrupted by the addition of other new members. That is, the entrances and exits of the community should be screened, and the behavioral norms within the community should be unified. This type of unified rules does not require standardization in written content, but rather reflects a cultural consensus. In addition, in addition to rules, the group's operating mechanism is very important in the management of daily affairs. How to keep community members active? Certain incentive mechanisms and role divisions allow group members to perform their respective duties in handling affairs and ensure the standardized operation of the community. Under good rules and operating mechanisms, administrators' management will be easier and community members will be more convinced.

Manual guidance

In addition to group rules, the most effective and necessary thing is manual guidance from the administrator. Everyone can understand that in a community, the influence of negative comments is far greater than praise for the product. Crisis public relations and speech guidance are very important in community organizations. If the development process of a community is regarded as the process of a train moving forward, then the administrator is the train driver, constantly adjusting the direction of the train to ensure that it reaches the correct destination.

Manual guidance is not just guidance by managers. In fact, every active community group has leader-like members. These members are usually early core members who have a greater desire to express themselves and have greater say than other members. Such leadership members have a huge impact on driving and guiding the community. When companies operate communities, they should work together to attract such leaders to provide demonstration and guidance, so that the community does not deviate from its original positioning and theme. At the same time, as the saying goes, birds of a feather flock together, the characteristics of the leader members largely determine the characteristics of future members joining a community. The trust of community members in the leader also reflects their trust in your products and brands.

Activity Guide

The activity of a community requires many activities to stimulate it, which is particularly evident in product communities. Activities are not only an effective means of promoting new members, enhancing member stickiness, and activating activity, but also an effective way to guide community themes. During the warm-up and implementation of the event, the discussion topics and daily exchanges within the group will mostly revolve around the content of the event.

Participation in activities also reflects the strength of stickiness within the community and can continuously guide topics about brand products. We can see from Xiaomi's community operations that Xiaomi has held a large number of online and offline activities in various aspects such as mobile phone research, development, and promotion. While the activities strongly guide topics within the community, they also greatly enhance communication between fans within the community. The so-called sense of participation has formed the spontaneous dissemination of Mi fans.

3. Control the scale

Controlling the scale mainly depends on the growth stage of the community. A community has a certain growth cycle. If the scale of the community is not controlled, the community may only serve novice and white users forever. At the same time, it will have considerable difficulty in filtering information, and may always discuss some basic issues. Of course, this cannot be said to be a wrong strategy. It is even very necessary in product after-sales and consultation, but it will lead to the silence of senior and old users. When valuable VIP users remain silent or leave, the value of the community cannot be improved; similarly, if new and novice users continue to emerge without effective guidance, the community will become a chat group.

Dunbar's Law has long told us that human intelligence will allow humans to have a stable social network of 148 people, about 150 people, so Dunbar's Law is also called the 150 Law. This has great implications for our community operations. If the community is less than 50 people in size, the interaction within the group is very deep. Even without activity stimulation, members can interact spontaneously through topics of interest. At this time, the community is a semi-acquaintance social model. If the community is larger than 50 people, it requires strong rules to guide and activity stimulation. Otherwise, the cohesion of the group will be greatly diminished, and without a familiar feeling, the frequency of communication will decrease. At this time, the community is a semi-stranger sharing model.

Controlling scale is a must in corporate community development planning, and is most commonly used to retain key users, internal testing users, and other key targets. It is the only way to refine the community's operations and refine its value. Compared with ordinary members, the core user group of the product can bring more value to the brand.

The above three points are just to provide some ideas. The specific implementation has different skills and means according to the different characteristics of the community. In short, community operation needs to maintain the participation and organization of members under the same goal, accumulate core users and enhance the value of the community. In this way, the strong fan effect can make the brand invincible.

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This article was compiled and published by (APP Top Promotion) by @郑本初. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!