Social Media best practices


The silent majority: Why people don’t comment on your blog

“Why don’t I get comments on my blog?”

This is one of the most common blog-related questions I receive.  My recent post on re-thinking community engagement — especially on B2B blogs — received a lot of attention.  In addition to a vibrant comment section, I received emails, DM’s and phone calls with more ideas from the majority of folks who are meaningfully connected with companies and blogs, but don’t engage in a traditional sense.   I wanted to pass on some new  ideas on why comments may not be the best measure of “engagement,” especially for B2B companies, courtesy of the {grow} community:

Comparisons to traditional consumer behavior

Brian O’Kane and I had a lengthy Skype call on a range of topics, including the fact that most people just don’t feel comfortable commenting … on anything.

“Conventional businesses have no way of knowing how many engaged customers they have,” he said. “Think about traditional brands.  A very tiny percentage of people would actually write in to express their loyalty or displeasure with a brand yet they know they have thousands or millions of loyal consumers.  We somehow expect a higher degree of personal interaction with social media .  Because you blog or make a comment, you may expect people to comment too. But consumer behavior is still the same — most people are just happy to read and enjoy and be engaged that way. For me, I would be less concerned about the intensity of the level of engagement and more focused on the long-term business objectives.”

Engagement outside of the blog

In my post last week, I mentioned GE as a gold standard of corporate blogging but they rarely attract a reader comment.  GE’s Community Manager Megan Parker provided her take on why:

“For GE reports, we have an active and interested audience, and they tend to show us their enthusiasm or concern, as the case may be, when one of our stories really strikes a chord. We don’t have an expectation that people will comment daily or even routinely, but we do make the option to comment available every day. We’re currently fielding a survey about GEreports.com to understand what we’re doing well and not so well now that GER is about 18 months old (barely a toddler).

“We also do not look at GE Reports as just one site but more as a news and information “system” with key extensions on Twitter, YouTube, Flickr, email and RSS.  So the commenting, interacting, downloading and sharing extends beyond the orbit of GER.com and out into this constellation of sites from GE.”

Emotional connection without sharing

Josh Kashorek told me he has been reading {grow} for about a year but had never commented.  “I still feel engaged with {grow} while I’m merely a listener, ” he said. “I think it boils down to a combination of authenticity, and time. I know that sounds a bit cliche but I don’t think having an authentic voice is so much about standing out as it is about allowing readers build their own connections. The more you show me who you really are the more ways I can find that we are similar and the more similarities I find the more engaged I become. For example, we both have a strong focus on business/capitalism. This gets me more engaged because many in the social media space are still talking only about puppies and unicorns.”

Technology and policy hurdles

Jeremy Victor called me to say the post had him thinking and offered a very practical reason why comments are few and far between on B2B blogs: “Studies show that more than half of company employees aren’t even allowed to access the social web from their computers at work and  even if they can, they may not be allowed, or enabled, to comment.” So you need to consider your core audience — do they even have the ability to make a comment?

I would also add that competitive considerations may prevent many people from commenting on a company’s public blog site.

The empty restaurant

Brian compared one psychological aspect of commenting to walking into an empty restaurant.  Some would be more inclined to only take a seat if other people are there. Commenting in an empty comment section might be similar. You don’t want to be the only one putting your neck out.  It’s easier to add a comment when somebody else has been there.

… and the crowded restaurant

“Another reason I don’t comment is if I see too many comments, ” Brian said.  “I saw one of your blogs had 53 comments.  I figured if I commented, nobody will ever see it.”

These interactions, and your generous comments on the post last week, have helped change the way I look at engagement, especially on corporate blogs.  Like many of you, I’ve been guilty of falling into the “it’s all about the conversation” myth without stepping back and looking at practical business realities, traditional consumer behaviors, and other ways people can feel connected to a blog without the tangible presence of engagement.

What do you think?  Does this change your view of the social media “conversation?”

Illustration: Ciudadano Poeta

Is your company built to blog?

Every company is getting into blogging it seems but somany people seem to be struggling with it   What would you guess the biggest problem is?

Not enough content?

Not enough budget and/or resources?

Poor writing skills?

No, not usually.  These are the obvious aspects of the care and feeding of a blog but many organizations overlook the ORGANIZATIONAL requirements to successfully execute a blogging strategy. Your company has to have the right culture to sustain a blog.

If your company blog is floundering, keep reading. You might see something familiar!  Some signs that you company may not be built to blog:

  • Corporate culture mis-match — You need to build your strategy around the realistic capabilities of your company culture.  As grandma used to say, you have to deal with what is, not what you wish for.  If your CEO simply is not going to blog, deal with it.  If he is not going to tweet, forget it.  Move on.  That doesn’t mean you can’t be successful, you just have to adjust. Your culture is your culture. Your blog isn’t going to change it.  But your blog can probably conform to your situation and still have an impact.
  • Lack of executive sponsorship— On a related topic, if you’re counting on a “grassroots” effort to establish a company blog, you’re setting yourself up for problems.  To be successful in the long-term, you must have support from the top. Why? That’s the person with the purse strings and resources. That’s the person setting the strategy.  And if a blog doesn’t fit in the picture, you’re vulnerable. If you need to sell your boss on the concept, you might start here.
  • Lack of executive engagement — To really build community, you need your executives to be involved in the planning of content and engagement of your audience.  Some executives will relish this opportunity. Others will hate it. If your boss is in the second group, you need to lower expectations. I’m not saying executives actually have to blog … but they have to be involved.
  • Unwieldy politics. Every organization has politics.  But when everybody is trying to own a piece of your blog, watch out. If you find that Legal, HR and the janitorial staff demands to approve your blog, it might be a sign that your company is just not built to blog. Remember, the beauty of the social web is an ability to react.  Pages and pages of blogging and content guidelines might be a sign of trouble.
  • Unrealistic expectations — … and her brother “impatience.”  It takes time to connect and build an audience.  If your boss is making your employment contingent on the number of blog comments you get, it might be time to leave : )

Any of this sound familiar?  What are your experiences with corporate culture and blogging success?

Illustration: toothpastefordinner.com

Exploding the “It’s all about the conversation” social media myth

One of the most pervasive mantras of the social media hype circus is that it’s “all about the conversation” with your customers.  But if you look at what’s really happening out there I think you can conclude this is a load of hooey.

To understand the shortcomings of “conversation” on the social web, let’s look at what happens in the old-school format of the focus group.  The focus group is one of the most popular qualitative methods for determining consumer wants and needs because it’s a relatively inexpensive and quick way to get feedback and ideas.  There are many formats, but generally you get a group of consumer volunteers together and, with the help of a skilled facilitator, conduct a “conversation” about the company, product, service, etc.

The biggest downfall of the focus group is that is nearly  impossible to get feedback that represents the true views of your target consumers. First, a lot of people simply aren’t interested in participating in these groups and second, the feedback tends to center around the most dominant members of the group. A real danger is that feedback of an entire group can be influenced by the forceful opinions of the brash few.

In most cases, the social web does not represent a true “conversation” with customers.  It is, at best, an un-moderated, non-representative focus group dominated by aggressive personalities likely to complain and force their view on others. Are you really having a “conversation” with your customers and prospects  if …

a) It’s only in English?

b) It’s only with people who have time to be active on the social web?

c) It’s with the minuscule percentage of people who are likely to engage on a subject?

d) It’s with people who may not even be the core users of your product?

e) It excludes people who are simply shy or quiet?

Experienced marketers can see this trap. We can also look at the wonderful opportunities of the social web and put them into proper context.  But I’m afraid the “social media conversation” is another over-hyped sound bite from the new age gurus eager to play on the fear of somehow being left out. If I hear “it’s all about the conversation” one more time I think I’ll lose my cookies.

Look, there are TREMENDOUS opportunities presented by the social web and there are lots of ways to have social conversations that are meaningful. The {grow} community on this blog is an example.  Tapping into real-time sentiment is another. Every marketer should be immersed in this channel to figure out what really makes sense for their company and brand. But don’t check your brain at the door because you’re afraid of being left out of this “conversation.”

The most under-rated aspect of social media marketing

Translation: "Reading this blog makes us don native costumes and dance with exuberance"

Do you have an “in-the-moment marketing strategy?”

If you don’t, you could be missing one of the biggest opportunities of the social web!

I had lunch recently with a marketing manager for a major TV cable network and we talked about the evolution of social media marketing at his company. He had a couple of quotes that illustrate the importance of reactive, or in-the-moment marketing …

“When I started working in social media marketing, it was basically just me.  Now everybody wants a piece and there is a battle over ownership. I feel like I have three bosses right now.”

“I gather data on our social media activities and the executives want it in a nice shiny report they use to plan programming for the next season.”

“The lawyers are getting nervous about so many people participating. They are working on regulations on who can be on the web and exactly what they can say.”

“We have a huge Facebook following for the network and I’d like to create individual efforts for different programs but just don’t have the resources to address it.”

I’m sure some of these growing pains sound familiar, but there is also a common theme here and a potential storm cloud for my friend that may not be obvious to him.

One of the hallmark characteristics of marketing on the social web is the reactive, opportunistic nature of engagement.

Traditional media: Take out an ad and hope customers buy stuff.

New media: Watch real-time customer, prospect and competitor behavior and react as it is happening. This requires people to be tuned in and provided with the authority to take action as they see an opportunity. For example:

  • Authorize employees to solve a customer Twitter complaint on the spot
  • Watch for complaints about competitors and act aggressively and immediately to fill the gap
  • Listen for un-met and under-served customer needs and adapt accordingly

So let’s get back to that storm cloud at the cable TV network.   Sure, there are the inevitable politics at work — and they’ll sort out — but this marketing organization doesn’t realize that they’re sub-optimizing their reactive marketing system:

  • Fight over “ownership” of social media marketing will muddy accountability and authority.
  • A big shiny report will only end up sitting on a shelf someplace, and even if management actually reads it, the market could have shifted dramatically by then. Why not monitor progress and reaction episode by episode?
  • A social media policy is necessary but burdensome legal approvals could crush in-the-moment innovation.  Allow for some mistakes.
  • One way to have more resources for individual celebrities and programs is to deputize more people and get them involved to interact on their own without the marketing department’s intervention.

Is your organization still in traditional command-and-control mode or are they adopting to the new opportunities of the real-time social web?

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