Targeting Your Social Tribes in Social Media

In our increasingly social minds, we’re starting to put more and more focus on the fact that our audience is not just consumers. They are people and real human beings!

Therefore, this means that being a brand or company, it is crucial that you get to know who these people or individuals actually are. Who have an interest in you, and what defines these people’s identities? What do they think of you?

However, as a marketer, it can first of all be very effective to think about some specific and important changes in the marketplace with these being:

 

– From person-as-viewer to person-as-participant, to person-as-creator-of-content.

– From brand-to-person communication to person-to-person conversation.

– From information gathering to experience gathering.

– From company brands to the individual as a brand.

– From social networks to social tribes.

Definition of social tribes

Marketers who have a good idea of the formation of tribes are likely to gain a larger return on investment. It’s about following the current mindset and gaining an understanding of the people that have an interest in you. And building a relationship is on top of the list. Though, Allfacebook has defined some elements that characterize a social tribe, and these are the following:

– Possession of a unique revelation: An ideology that in some way rejects the mainstream and is symbolic of an uncompromising idealism and certainty that is expressed with romantic passion and cold logic.

– A belief system: A mythology about how the world works and how tribe members, and the tribe, can maximize “self” in relation to that world.

– Ritual: The creation of recurrent, exaggerated or stylized behavioral routines that represent the tribe’s belief system; this helps establish institutional memory.

– Distinctive lexicon: A characteristic lingo and a set of emblems to display membership.

– Boundaries: A pseudo-speciation that defines where the tribe begins and ends — i.e., the “other” is not like me.

Have a mission

Thus, the present mindset challenges the longing for tribal connections that engage people with passion and purpose. People would like to be a part of a tribe, as it makes them feel more safe and empowered. Marketers should therefore pay attention to the fact that brands need to have a mission that engages people in tribal connections. And that is what can make them gain greater loyalty from the world around it. So start planning!

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!