KNOW you are connecting with your readers
As we begin to emerge as Social Media experts within companies, it is important to not only know how to reach users but how to gather information to prove that what you are doing matters. In chapters 19 and 20 we learn about how to connect with readers “as social architects and engineers,” with what tools we can use to maximize our chances of being heard, how the “human network” connects, and again, gathering that information to show you are making a difference via social media for your company. All of this is important, especially knowing how to connect with readers, as we have discussed throughout this semester, showing that a company is not only professional, but personal (without being too personal) can make the difference to consumers.
In chapter 19, we are reminded that again, we must look at what we are writing as consumers first, and then as the company. This allows us to show the most authentic and relatable personality through our writing, and that is what readers respond to. Readers do not want to engage with you if you are simply trying to sell them something, so make sure to show who you are, and how to do so professionally.
Using Tools Improves Your SEO
While this is important, there are tools to help you make sure you are doing a good job of reaching the public. In chapter 19, Solis gives several companies that use tools to monitor what they are putting out and who/how consumers are responding to it, and how we can edit what we are putting out there to correct our writing if it is not being perceived in a positive way, or how to reach a wider audience if what we are saying is getting out in a positive way, but not many people are seeing it.
Solis names tools such as Tweetdeck (which we have discussed in class several times to use in your twitter to help organize and understand groupings), Scout, and CoTweet, as well as several others that can help you find keywords, reactions, and what people are linking to help YOU put out what is relavent to the social media community, allowing you to be found and useful!
Social Media Builds Bridges to Connect Different Networks
In chapter 20, Solis discusses what is known as “The Human Network.” He states “Our human network comprises both of professional and personal connections and they differ from each other on the basis of shared interests as well as established relations,” meaning, while we are connected to many networks, not everyone is looking for the same information. Your personal network could be searching for much different topics than your professional network. There are ways to track what your networks are writing about, and ways to see who your readers are and how THEY are connecting with each other, even if they are not in the same networks!
I think this is truly fascinating because it is what social media is all about. Even though two people you know may have never met each other before, their interests may be the same. So when you post a blog or tweet something that is relavent to both parties, they are then connected by that. Before social media, this would have been very difficult to do. Time, space and even medium may have prevented this from being possible, but with todays technology, we are able to reach an endless audience with our writing if we are writing about the right topics.