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How to Talk With People, Not at Them
內容大綱
Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 5 discusses the common mistake of talking at people. Talking with people allows there to be a back-and-forth where both parties get to respond; it means having space for feedback, differing opinions, and questions. Powerful asks show that a company knows their community and what matters to them. Companies need to show interest in people's experiences rather than solely their own products. Examples are provided. To move social media teams from talking at people to talking with people, a culture of talking with people needs to be created within the company as a whole. Social media practitioners should meet with other departments and stakeholders to collaborate on how business success can grow through social media use. Tone is a key indicator of whether a company is talking at or with people; consistent tone builds trust. An exercise is given to identify a company's voice and tone.