Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
I have gained a lot of beneficial knowledge from reading this book but one of the most important strategies that always seems to show it is to start small and be bold. When I think of gaining online visibility I immediately just think big and wide-spread. How can I get as many people as possible to like what I’m posting? That is the goal but you need to start somewhere. Just producing generic content but getting it to reach millions isn’t as beneficial as being bold and creating something unique but only exposing it to a small group. He talks about how he would look at analytics and see all these
Just producing generic content but getting it to reach millions isn’t as beneficial as being bold and creating something unique but only exposing it to a small group. He talks about how he would look at analytics and see all these numbers and success rates but what does that really mean? Who are these random people that occasionally might come across what I’m doing but don’t actually follow me loyally. The odds of them accidently coming across something of yours, they liked again is slim to none.
So, he decided to look into “dark social media” and found that a group of marketers loved his content. He would have never discovered this without focusing on the hidden gems. “Chances are these “gray” messages are not weak signals at all. These may be the equivalent of the vast, shy, silent majority virtually screaming their love for you!”(225) From here he can build a relationship and grow a network of people that support him specifically and love what he has to say.
Creating this type of bond reduces the chance of people not liking your content this week or not even noticing it. You have a following that will always be there. Even when certain content isn’t quite as successful as another you can still have people who will hear you. Your content won’t go to waste and you can just develop it and make it better.
It’s almost like having a million good friends as opposed to a few close ones. If you accomplish something grand your million close friends might congratulate you but your few close friends will throw you a party, write you cards, shower you with gifts whatever. Either way, the later is better, it became something bigger with way fewer people. That’s how I see content. The people that will actually help you in the end may not be the most apparent. Focus on these hidden gems and let them know that you appreciate them just as much as they appreciate you.