10 Suggestions on How to Develop Social Media Dialogue Strategies

The operation of social media needs to adhere to, interact with users and maintain user stickiness. However, in the dialogue with fans, "interaction" is not content, and the theme of content needs the enterprise to develop relevant strategies. In the event that Blue V, an enterprise, molested Zhuang Yating, a female writer in Beijing last month, Bilang responded quickly and developed a dialogue strategy with fans on Weibo to win attention.

When enterprises (or non-profit organizations) begin to use social media as a means of promotion, they often use "small conversations" to test the waters - politely respond to fans' messages, express gratitude to donors and sponsors, respond to customer support as soon as possible, and accumulate their own brand value on the Internet.

However, it seems difficult to jump out of the "small dialogue" mode - fans and their communities prefer to see valuable discussions about organizations and brands, while enterprises ignore this.

A few months later, the enterprise was disappointed with social media: "Why hasn't it brought significant improvement to our products or business? Finally, the enterprise has gradually lost patience and is not as good as communicating with fans every day as before. The operators of social media also have questions:" Is it not enough for us to insist on interacting with fans on the Internet every day? "

About Participation

Let's think about this:

On social media, if you are an entrepreneur, what are you going to talk about with your customers?

Maybe you will use a lot of resources to build and improve your blog; Then I spent several weeks updating the content and responding to the fans. But when answering this question, will you be a little confused: "Hmm... we interact with fans and will answer their questions one by one. Isn't that participation?"

Participation is not just a "small dialogue"

Participation is not just reply and interaction. More and more enterprises are aware of this.

The American Cancer Society has developed an interesting dialogue strategy on social media: "Let more people in the world have birthdays". This theme conveys meaningful information and enables the entire online community to participate - because it touches our hearts: "I hope to celebrate every bit of happiness in life"

S. O.S (Share Our Strength) has also developed a very attractive dialogue strategy. "Eradicate child hunger by 2015", through this theme, S O. S fully explains their mission, and this mission reveals that the problems we face are very urgent and need common attention.

The dialogue strategy of "Epic Change" is "gratitude" - on their platform, they talk more about how to create history by promoting gratitude than about what kind of organization the organization is and why they donate money to the organization.

Develop a dialogue strategy

The following suggestions will help us formulate a dialogue strategy for enterprises in social media.

1 # Understand why they buy your products

Enterprises should understand the elements that have nothing to do with price or product function. For example, I buy an iPod because it makes me look cooler.

2 # Understand why they tell friends

For example, I told my friends about foursquare, because it makes me seem to understand the trend.

3 # Understand what will make them participate in the conversation

Did the enterprise hear what they discussed online?

4 # Talk to the boss

Try to make bosses understand why social media operators arrive at the company at 8:30 every morning.

5 # Talk with customers

Have a cup of coffee with them, and learn more about their life all day long. Listening is more important than your eloquent promotion of your products.

6 # Listen

Now is an era of equal dialogue among all people, and listening is particularly important.

7 # non convergence

In the dialogue with fans, think about how to highlight your content. See Greenpeace.

8 # looking for direction

Find bloggers who are interested in you, find out how they talk about your products, and find out how the readers of their blog participate.

9 # plan

Talk to other colleagues and listen to their opinions. Clarify which conversations are important and plan how to start.

10 # Sincere attitude

If you are sincere, your fans will know. In formulating strategies, enterprises should pay attention to this point.

At the end:

At present, there are many books on how to guide enterprises to operate microblogs or SNS, emphasizing the principles of "interaction", "equality" and "timeliness". However, social media does not always play the role of "customer service" - handling customer complaints, answering questions, etc. It is better to go beyond the rules of these books and use social media to develop interesting themes and dominate a culture that is compatible with the company's products or services.

This article is compiled from: @ Ho Ho Ho