Sharing the right content at the right time is a challenge for anyone that uses social media. So is offering the right rewards for people who participate and engage. It all really depends on the community.
This week’s #cmgrchat echoes a lot of what Jennita Lopez of SEOmoz recently posted, which is — as CM, you have to do what works for you/your community. See How to Manage Twitter: Do it Your Way.
Q1) How do you map out engagement, and determine what you need to do to increase it in a community?
mhandy1 On FB I look at feedback ratios… what resonates best and then break it down further to types of questions/links
mor_trisha To map out engagement, start with 1) What pain points are we trying to improve? and 2) What actions are people already doing?
tmonhollon Start with primary research: observe current & potential community where they are engaging, and ask Where, When, Why & What
RachelYeomans Oh boy let’s see – Facebook insights, Google analytics, Twitter (of course!) – just started using TwentyFeet and love it!
momnonstop I use blog views, check mentions, insights on fb and response Percent to see when/what engages
evanhamilton Actions vs views. Length of time since last sign in. Number of actions per visit. Interactions with other members
bluephoenixnyc We measure more than Fbook+Twitter; we look at Quora, blog feedback, forums in our industry. It has to be a mix of channels
thebloggerspost Authenticity in communication is key. Are you messaging just to say something or your actual message?
pushingvision I think seeing what a competitor is doing gives can you an edge and way to do it better.
Q2) What are the best times of the day/days of the week to engage your audience?
momnonstop According to an article release by mashable for my company (salon/spa) best times are sun/thurs after hours
mor_trisha Hmm, Q2 feels very ‘push’ related. We don’t use a schedule – it is ‘engage as we can’.
RachelYeomans Every platform is different with what time(s) are best to engage – plus audiences are different on each platform
omgitsamr depends on what platform you’re engaging… for ex: stats show retweets are highest 2-5 p.m. ET
JamesVKautz I’ve found only FB is time-sensitive due to the news feed. We are the most active there in the late afternoon.
momnonstop I’m limited to three updates a week
timbursch Also, some B2B communities that we manage engage 9AM, 12PM, and 4-5PM, checking networks= new smoke break
_faith Engagement = actively responding & *listening*, sometimes we need to know when to let other people talk
Q3) How do you make it easy for community members to engage (contests/other activities…)?
sarahkayhoffman Open-ended questions. Questions that allow them to talk about themselves. Contests. Sharing tabs
JamesVKautz I use an observation instead of a command, i.e. “Wow” or “This is clever” – the link speaks for itself.
WriterChanelle Honestly, I prefer to avoid contests until the community is actively participating and loyal.
Fisherish identifying influencers within the community & giving them some extent of authority will spark engagement.
corecorina Supernova makes engages by having weekly live events with online voting, and content that changes based on user engagement
RachelYeomans Yes! For Twitter, you start w/ building an audience, then maybe host a twitter contest and then perhaps a twitter chat!
_faith For FB, it’s great to share visuals– allows ppl to share differing interps, find commonalities
bluephoenixnyc Contests always seem dicey unless you’re in B2C. Otherwise, just small talk is a great start. It’s daunting, but it’s sincere.
mhandy1 Twitter chats build engagement develop community… RT contests develop fans… both should play a role
JPedde I think the best way to increase engagement is making sure it’s easy to log in, easy to find you, you’re visible, easy site nav
Q4) What kinds of rewards are in place (built in mechanics, or points, or sm tools to identify top members)?
RachelYeomans I think the badge system is the most recognized/popular right now – we’re trying to play w/ that out for our community
Fisherish Studies show that recognition by the brand and first time brand’s insight news for top members as the most important reward
evanhamilton In our product, we’ve built in game mechanics that encourage our customers when they make their customers happy.
greghollings I think badges are great but the badge system needs to grow organically and naturally, not imposed
7Huck what about discounts?
_faith Hmm, tricky, prefer to share discounts with all fans/followers, they’ve already earned 1 level of engagement