I’ve seen lots of social media maps, some good some not so good.
The problem is they sit there in lofty isolation, a sea of mostly unfamiliar names and quirky identities. They are a secret cypher known only to social media cool kids it seems. These maps are not connected to the real world (The one in which hard pressed marketing professionals are fighting hard for their budgets and their jobs) in any recognisable way. We’re missing an opportunity here and, if we’re honest, being a little bit condescending to boot. Another thing, social media buzz words are such a crock! Real people don’t talk like that!
So here’s something all marketing and sales professionals understand, ‘The Funnel’. Everyone, more or less goes through the same process of Awareness (I have a need), Consideration (Evaluate the alternatives), Preference (The sum of looking and listening to arrive at a decision) and finally Action (Satisfying the need).
I though it might be useful therefore to visualise how a number of social media channels working together (The list isn’t exhaustive by the way) can help sign post people through the funnel to some meaningful action connected to your brand, product or service.
Of course there is always a note of caution. Social media channels have to be aligned to target audience, and that means you have to get inside the minds and lives of the audience and build the right channels. The “If you build it they will come” attitude to building social media channels wont work and will more likely damage your brand.