Ten factors for success in social media
The communication of companies in social networks must generate share of experience, take place on the right channels and become more human and honest. DPA subsidiary News Aktuell and Faktenkontor name ten points for success in social media.
The most important factors for being successful on the social web:
1. Share of Experience, not Share of Voice Give something back to the user. Create positive and relevant experiences with your brand.
2. The right channels Analyze where your target audience really is. Use blogs as the backbone of your campaign.
3. Closer, more human and more honest Social media relations need closeness and interpersonal relationships.
4. Using emotions to drive campaigns Those who emotionalize reach people, are recommended to others and provoke reactions.
5. Content is King Be silent if you have nothing to say. Social media needs relevant content. Ongoing.
6. Do not overestimate the share effect Engagement comes from close community ties, much less from sharing.
7. Breaking the spiral of silence Only one to three percent of users post. Encourage them to participate.
8. Social media needs a change in corporate culture Trust the individual and focus on autonomy. Strengthen process-oriented work away from hierarchies.
9. Engagement counts, not clicks The click is a fleeting success. We need recommenders, advisors and commentators.
10. Learning from best practices Social media is changing rapidly. Long learning curves do not lead to success. That's why you need to take a leaf out of the book.
The success factors are an excerpt from the book "Vordenker in der Social-Media- Kommunikation - Die 10 entscheidenden Erfolgsfaktoren in sozialen Netzwerken" by Roland Heintze and Jörg Forthmann (both Factskontor). The ten points can also be used as Infographic can be downloaded.
