Acknowledging the Why Factor

photo credit: Flickr.com - Plymouth Devon

Five fundamentals taught in every freshman journalism class are who, what, where, when and how. Questions that form the basis for every news article in print or broadcast media. These same questions are also relevant when it comes to social media; whether it be online news sites, blogs and, even, social media marketing.

Lurking in the shadows is that rogue sixth question of "why". The “why” factor is speculative and, at times, dangerous; especially when the story is still fresh and the facts haven't been fully fleshed out. The writer staying true to their craft and omitting any reference to the "why" factor question avoids the risk of appearing biased. The reader or viewer will automatically be left to insert their own perspective into the process. It is this use or non-use of the "why" factor that creates a bias in the ever evolving world of social media.

No media outlet (whether it be in print, broadcast or online) is exempt from utilizing some sort of bias in its reporting. Bias is simply another word for opinion. It has been present in both an overt or covert form since the inception of mass media. There are several gospels of the bible which never made it to the final edit based on the church’s bias. Town criers did not report all the news in the village square unless it served the whims of the village elders.

This bias is not restricted solely to the news media. Question five people who have read the same book, or have seen the same play, movie, music video or television episode. At least three, if not five, different interpretations will be received in response. Society has been inserting its own bias since the beginning of time. Case in point would be to compare what the impression two separate groups have upon viewing the Mona Lisa or the ceiling at the Sistine Chapel for the first time. People bring their own life experiences into the mix when processing information.

The explosion of social media sites on the Internet has heightened this bias. How people process what they come across on the Internet is more reflective of their own preconceived opinions on the topic. Once this innate bias is acknowledged, online information can be processed in a more informed manner.

The Internet has afforded society the opportunity to familiarize itself with a larger spectrum of opinions and ideas than our forefathers. Once people realize that a modern day town crier’s view on an issue, product or brand is never going to be free of a certain amount of bias, our social media experience will be less stressful and frustrating. 

Going into the process already acknowledging an existence of the "why" factor on social media channels; we are given reason to pause before going off on an all capitalized rant or, worse yet, unfriending our childhood sweethearts because we couldn’t agree on why we broke up back in high school. There it is again, that dreaded “why” factor.

Marketing Strategy: Staying the Course

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Whenever a company hires a social media marketing manager, either internally or through an outside agency, they are entrusting them to promote their brand, image or service to a diverse audience across the wide spectrum of social media platforms; usually given carte blanche when it comes to the content posted. However, are they always keeping the best interests of their employers (or clients) and those of the brand's fan base in mind?

I recently came across a Facebook page for a local business. Since I was interested in the service they provided, I liked their page and began following it. Unfortunately, my initial interest quickly waned due to constant posts about sports which had no bearing on the company or its services. It's not like I hate sports; I have been known to cheer on a favorite team virtually. However, continually posting about the local water polo team on a company's business page doesn't entice me to spend money on that business' products or services. It might, however, cause me to buy season tickets to the matches being held at the local swim center. I don't think that was the original intent of the company's social media marketing strategy.

This is not an isolated incident. More and more, personal preference seems to be permeating throughout posted social media content. We have all been told that marketing on social media needs to be kept light and friendly. The hard sell approach is as much of a turn off as continual posts of the office cat or the boss' Caribbean cruise. We need to engage our followers in a conversation; a conversation that's relevant to the brand or business. Targeting your content is one thing; but targeting it in a way that it does not benefit the company or brand that you represent is a big marketing misstep. 

Clearly, there is nothing terribly wrong with an occasional post featuring the office mascot or pictures of the receptionist's new baby. In fact, they do tend to lend a human touch to our marketing. It all comes down to knowing when the conversation has completely strayed off course. Being creative in your posts and finding a way to showcase Fluffy with one of your products or services will keep your marketing strategy on track while at the same time keeping the conversation light and whimsical. 

There is also nothing wrong with the occasional sharing of a post by another page. While it shows that you are willing to be an active participant in their social conversation; be wary of it becoming one sided. Your sharing of their posts with no reciprocity on their part simply turns your page into another marketing tool for them; a free one at that.

Take a hard look at the pages that you follow. Are you seeing irrelevant content popping up more often than you would like?  Are you beginning to second guess why you followed them in the first place? Is your brand loyalty strong enough for you to stick it out?

The Consistency and Fluidity of Branding

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Congratulations, you did it!  You broke that elusive 100 Facebook page fan mark. Granted, the initial fans of your page are usually your own family and friends that felt obligated to accept your invitation to "like" it. 

Nonetheless, you have crossed over the mark that many find unattainable. What you do next will set you apart from the all the other business, nonprofit, community and political pages out there.

Many Facebook page administrators see their pages as merely an advertising tool; which is fine as long as you have established your brand and set your marketing strategy. We all do not start our Facebook pages as universally established brands; ones evoking childhood memories such as Coke, McDonald's or George Takai. It takes dedication and hard work to get to that point. 

There are businesses and organizations that bypass branding; jumping directly to marketing and advertising, especially via social media. Many tend to forget that there are distinct differences between branding, marketing and advertising. Before you can successfully market and advertise, you must establish your brand. Branding establishes who you are or what your business stands for.  Marketing is your plan to tell people about your brand. Advertising encompasses the ways in which you tell those people. 

It doesn't matter if your business or organization has been in existence for 100 years; utilizing social media opens you up to an entirely new audience. Branding messages are what drives the conversation on your page. Being consistent is the key.

For instance, you run a page dedicated to saving the world against the imminent takeover of zombie minions. A worthwhile cause; however, inconsistency in your messaging dilutes its importance. Posting a video of a cat dancing by a window does nothing to advance your cause; although cat videos can be awfully darn cute.  Or, you run a page for a local political candidate. For arguments sake, let's say the candidate is a member of the liberal party. You share a photo of the candidate at an event. Unfortunately, the event is held by the local ultra conservative party. Consider what that simple picture does to the candidate's brand. Your job and theirs just became much more difficult to manage.

Even after you have established your branding message, determined your marketing strategy and have begun your advertising; you must always be willing to revisit your branding. The focus of your business, organization or cause may have changed over the years. You started out as a mom and pop pizza shop that has since morphed into a full fledged 5-star Italian dining experience. Does your current branding strategy reflect this change? Are you posting conflicting messages; confusing both your current and potential customer base?

Branding is all about being both consistent and fluid. Finding that perfect balance. Listening to your page followers and taking your cues from them. They will be the most honest and tell you what is working and what isn't. When it isn't working; you will see that in the decrease of page likes and the lack of engagement with your page.