“If you build it, they will come*”… BUT will they stay? This is the question to ponder while building a social media network whether you are an individual, promoting a brand or a corporation.
When someone chooses to friend, follow or circle you, what they are looking for is engagement: not broadcasting. Per Dave Kerpen in Likeable Social Media, “ The companies and organizations that stand out are those which use social media to meaningfully engage customers and foster dialogue, instead of those who rely on simply, and repeatedly, talking at customers.” The same ideals are true for celebrities or regular people with their on-line brand. No one likes to be talked AT but instead start a conversation with your community. A conversation needs to be a two-way street with give and take from each party. Sharing content from members of your online network with the rest of your followers, retweeting content and liking their Facebook page are a few ways to engage with your fans.
Social media is not all about you and if you think that people are interested in listening to your message broadcast through their stream without out any sharing or engagement, I think that you will be sadly mistaken.
Even large corporations such as Zappos have people online monitoring their brand and engaging with the people who are talking to and about them. The celebrities that get Social Media, like Brad Paisley, are actively engaging their fans and followers with photos and funny updates. Blasting out PR messages about upcoming gigs does not qualify as engagement and will send people nodding off or heading to the unfollow button.
What are your thoughts about broadcasting? Please share with me in the comments.
*Quote with a twist from Field of Dreams written by W.P. Kinsella.