It’s Not all About You: Giving Your Audience What it Really Needs

I am an avid runner and I love it! Signing up for races gives me a goal to work toward and a time to beat. I also love reading about running. As soon as I began subscribing to Runner’s World (RW) I was opened to a new world of running, not just through print but social media as well.

RW is excited about something most people dread…running. To be honest I used to feel the same way, the only reason why I signed up for my first half marathon two years ago was for accountability to work out consistently. RW helped change that. I have relied on RW for advice, motivation, and information. RW’s goal is to help its audience achieve their running goals. When subscribers reach a new running milestone RW has ultimately reached a goal for themselves as a company.

imagesRW makes me feel like I am part of something special. I have used their training plans and eating guides when training for my first three half marathons and plan to use them again in the upcoming weeks when I start training for my first marathon. Bottom line: people trust them when it comes to running.

One of my favorite things about RW is that they use their most beneficial resources when it comes to social media…their employees. RW actually has their employees tweet while they run races. This proved to be an advantage for them in the Boston Marathon. Their tweets were some of the first to come out regarding the attack. Runners, including myself, flocked to their most trusted running source to get information. They later dedicated the whole month of July’s edition to the Boston Marathon and met their readers needs: they shared what people are doing to overcome the heartbreak and responded to questions readers had.runnersworld

RW is a great example of what I hope to achieve. They have targeted their audience. They know what gets them excited and what keeps them coming back for more.

By following and examining media outlets I trust I can see what works does and doesn’t work for them. Employing social media is a science. I love that we are experimenting with posting articles, using hashtags, and are tracking engagement with what we post. Seeing what my classmates comment on and post pertaining to this class has really showed me what our different interests and objectives are when it comes to social media. This has helped me understand what I can do better to drive traffic to my blog and social media sites, not just with my classmates but also with my friends outside of school.

Questions to Consider:

1)   Guy Kawasaki says he will tweet the same thing up to four times a day. Some of our other readings have said not do be redundant and not to push a message on the audience. Do you think this is a good idea for him to continue this practice?

2)   In Pam Moore’s article (50 Ways to Energize Your Social Media Community and Audience) she says to help your audience achieve their goals and you will achieve yours. This really resonated with me. How do you plan to help your audience reach their goals?


12 thoughts on “It’s Not all About You: Giving Your Audience What it Really Needs

  1. Guy Kawasaki isn’t alone when it comes to tweeting the same message multiple times, however, tweeting too often can be detrimental to your reputation on Twitter. Consequently, your followers might consider you obnoxious or downright annoying if you clutter their newsfeed.

    I’ve come across a few infographics that suggest primetime for tweeting is between 1pm and 3pm Monday thru Thursday, therefore, tweeting outside of that range could mean your followers will miss your message, especially if the have hundreds of thousands or millions of followers. Someone with few followers would not have a large audience to actively view their tweets and become engaged, especially since tweeting during primetime is competitive, and tweeting outside that range could result in little to no engagement.

    Recently, Twitter introduced an in-tweet Report Abuse button. This could be a game changer, and I’m sure someone has already out this tool to good use. Tweeting the same tweet several times could benefit some tweeple more than others. Simply put, tweeting when you have something of value to share with your audience is beneficial.
    There is something special about building relationships, being polite, and extending gratitude. The trick is to amplify your message and engage your target audience without being un-followed or becoming infamous in the Twitterverse.

  2. I think you are right. Posting the same information more than once has it’s advantages, especially on twitter when posts have such a short lifespan…finding the balance is key. If the peak time to post on Twitter is between 1-3pm and you post the same thing 4 times in those 2 hours…I don’t know. If I was your follower I’d be like…okay, I get it.
    I am really excited to research more on this in-tweet Report Abuse. It will be really beneficial! Thanks for the feedback!

  3. I actually just posted about Guy Kawasaki in another reply a moment ago. I think if you are repeating quality content every 8 hours in order to capture audiences in various time zones, it would be acceptable occasionally if it weren’t your standard practice. He however, does not post quality content on a regular basis. I was following him on Twitter for a few days and my Twitter feed was completely bombarded with his garbage. I see Forbes Tech reposting duplicate content every now and then and I am totally fine with it. They don’t do it every day (as far as I’ve seen). The repost serves as a reminder to me as well, which I appreciate.

    As I envision myself as a social media consultant, I want to help my audience find their voice. Jumping into quality content is great but for a solid foundation, you have to establish your brand’s personality and voice. I think that is where the greatest focus should be in the beginning, before the first sentence is even written to the brand’s community.

    • I agree with you. Posting the same content in to stay relevant in multiple time zones is fine, but like many of reiterated it needs to quality content!

      I think so many companies post on social media just for the purpose of posting. I like that you say “before the first sentence is even written” it is essential to have an intent when posting on social media. I wish more companies would realize this!

  4. I think posting the same content (yet framed in a different way), is OK, but I don’t think it needs to be done every hour. For example, if we are trying to get people to share photos with us on our back to school gallery, we may tweet the link to the gallery out once a day, but we make it relevant to what’s going on that day “3 school districts started classes today! Share your back to school photos with us here:”)

    For my audience at work, and I think any audience you’re trying to reach, the goal is the same: Try to give them information that’s relevant to their life and present it in an interesting way.

    • I think you are spot on. Framing it in a different way is a great way to post without sounding redundant.

      Finding out what to post that is relevant to the client but keeps them engaged is tricky to me. You want to reinforce your brand but not push it on the customer…but still keep them wanting more. It’s all a science that is exciting to try and figure out! Thanks for the feedback!

  5. I was surprised by Guy Kawasaki’s tweeting information as well. But after I started thinking about it, it makes sense. When I scroll through my twitter feed, I do it fast. It’s easy for me to miss something. Chances are if I get the chance to see something more than once I wouldn’t miss it every time. I do think his point about timing is important to keep in mind. He doesn’t say to send out the same tweet every 5 minutes for 24 hours straight. That would be too much. I think the 8-hour interval probably works and I actually plan to try it with my employer’s tweets to see what happens.

    Pam Moore’s point about inspiring the audience to achieve their goals resonated with me as well. I work for a healthcare organization that is trying to change our image to more of a wellness hub than just where people go when they get sick. We’ve been trying to post more information about healthy nutrition, exercise information, and overall wellness tips. We’ve also increased our sponsorships and partnerships with local organizations that also promote health messages. For instance, this year we partnered with a local farmer’s market to set up a weekly table outside of one of our hospitals. We encourage employees to buy locally grown, healthy foods, while at the same time also promoting to the public who may live nearby or who may be visiting someone in the hospital. So far, it’s been great. I know we have a lot more work to do, but I’m excited to see how far we can take.

    • I think his strategy works for certain people…for instance (this may be a bad example) but if the Kardashians constantly tweeted the same thing every four hours do you think even their most loyal followers would get annoyed? Probably. I think it all comes down to content. If you want to share the same article 3 or 4 times a day that’s great but make sure to preface it with a different lead in each time!

      I think it’s great what you are doing at work! So many people, even in the health field don’t understand the importance of buying truly healthy food! I love buying local too…to me its rewarding to know I am helping a small business in our big business world!

      Thanks for you thoughts!

  6. For me, helping my audience reach their goals can be as simply as finding something for a special occasion, or finding the right fit. I think this all ties back in to presenting yourself as an expert in your field. If I can make people feel like I am the one who can help them find the *perfect* item (which I am!), then the perceived value of shopping in my store is higher than just the item purchased.

    • I think you are absolutely right! For the consumer it’s all about trust! If they don’t trust you then they are less likely to buy from you. I think you are doing a great job of marketing yourself in this class as an expert!

  7. Hi Alexis,

    I think what our classmates have been saying has been spot on. Since Twitter is so fast-paced (I don’t check my feed often, so when I do, I probably scroll down through about 8 hours worth of tweets before just stopping), I think it is appropriate to send out multiple tweets, just not identical ones. Framing them slightly differently, as you said, is a good way to get the message across without seeming redundant. If your brand has something great to say, why not say it proud and more than once?

    On another note, I had never heard the word “tweeple” until I read Jason’s comment.. funny!

    • Very true! Tweet what you think “loud and proud” (as long as it’s 140 characters or less!). And Jason seems to have some great social media terminology! Love reading these comments. Thanks for the feedback!

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