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 ways businesses can make effective use of the new Facebook Timeline; whether geography should play a role in social media strategy; how to know when it’s time for a social media assessment; and the risks involved with not having community management.
Remember all that money you spent on Like Gating, where you have to press the Like button to see the rest of the page and/or special offers? Sorry. Facebook has removed the ability to force non-fans to see any particular tab and now defaults to the timeline. Custom tabs will work, but they will not be front and center. Recommendation: make sure your apps have clear, obvious, bold icons so that they do show up properly on the Timeline page.
Your goal here is to learn as much about your customers as possible from their interests to their evolving media consumption habits. The key point to consider is that as a group, your customers have a set of shared common interests, problems and values. To reach them on the social Web, you must discover what they are. You can’t guess.
The social media assessment is a quick, pain-free way to identify the areas you can work on to improve your social media work and drive business results. The process is simple and provides immediate, actionable recommendations.
Content creation and engagement are great… mostly. However, if content is not valuable or organized in a way to make it easily accessible to members, they will have a hard time finding value in the community. Over time, this can cause attrition. One of the key roles of community management is as content curator – making sure content is organized, tagged, and highlighted to increase its value and ease of access.