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 researching how to reach new audiences; why Per Active Member is an important metric; and best practice for socially-created content.
Instead of just hoping that your message resonates with your mysterious “target audience,” you want to know with utter certainty that your projects will succeed before you even create them. After all, there’s nothing worse then spending months (or years) creating something, only to find that no one wanted it in the first place. I’ve been there. Not fun. Not fun at all. So please don’t just “hope for the best” or “trust your gut.” Instead, take the preemptive approach and spend some time doing the research that no one has the guts to do.
If you divide the total returns of the community (financial returns, not imaginary ‘social’ returns) by the number of active members, you get areturn per active member (RPAM). This tells you the financial benefit of every additional active member. If you divide the costs of the community (your salary, overheads, platform, misc) by the number of active members, you get a cost per active member (CPAM). This tells you how much every active member costs.
The last thing I need to add is that if you don’t do something worth sharing, then don’t expect any of the above suggestions to produce any results. If all you do is the same as every other business in your category, then why would anyone want to share about that? You must find ways to impress and amaze people for the above three ways to work.