Recruit Your Network Champions!
Social Media Marketing only succeeds when you have several important ingredients:
- Critical mass
- Peer groups (defined by common interests)
- Easy-to-use technology
- Openness and inclusiveness
- Thought leaders and champions (fanatics are a plus!)
Although one of the defining characteristics of Social Networks is user generated content, the vast majority of network participants are consumers, not creators of content. In fact, one of the most common reasons so many new networks ultimately fail is because they do not provide a consistent flow of fresh, quality content to keep the network participants effectively engaged.
Whether it’s a group of volunteers, staff with subject matter expertise or contracted content providers, your social marketing campaign needs a small group of “champions” to drive the discussion and contribute high quality content to bring the network to life.
It’s much easier to engage additional network participants as active users if you have fresh, quality content being provided by experienced and knowledgeable experts. Your champions, together with active members, create the critical value add for the entire campaign.
About Wendi McGowan