Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is discussion about the value of measuring audience in social media; what it means to have “community manager burn out”; the role that HR plays in social media success; and how using Facebook Plugins influences a web site’s stickiness.
If you’re trying to figure out the value of a person in your audience, you’re barking up the wrong tree. A person in and of themselves has no value until they actually do something, anything, to show that you have some level of engagement with them. Active members of your audience have value. Passive members do not.
Setting realistic expectations both for yourself and your community is needed. And sticking to them. If the community doesn’t expect you to be on at 10pm and you’re not, it’s all good. If sometimes you are and sometimes you’re not it could cause confusion.
Social media success ultimately lies with the understanding and sponsorship of the company leaders. They are the ones who own the strategy and the budget. And that’s why real progress in your company may be an HR and corporate change issue as much as a marketing challenge.
Diving a bit deeper, it seems that when a person logs into a site with social login, they’re doing so because they want to interact with the site and with their social graph, resulting in the same benefits of increased time spent and page views that social networks enjoy.