While there is lots of advice out there on how to use social media and social networking to achieve business results, the fact of the matter is that getting from Point A to Z is pretty difficult. Along the way, there are going to be lots of bumps in the road. Some strategies that your company develops and implements will be spot on, while others will leave members of your audience scratching their head. However, what can never be ignored is the focus on using this channel to influence the behavior of your target audience.
Some equate influence with celebrity. While celebrities are certainly influential, their stardom is not without purpose. Quite often their large fan base can be directly tied to their success. It is not necessary for you to be a social media celebrity in order for your company to achieve results.
Tweets, retweets, likes, fans, and followers are an important step along the way. But, these metrics rarely determine how influential you are. Instead, influence is when you convince someone within your target audience to take a desired action. For a celebrity, this could be watching their new television show, purchasing their album, or buying one of the products/services they promote. In recruiting, this could be getting a prospective candidate to apply for an opening or having them share an opportunity with someone in their network who they think would be a great fit.
To become influential, your target audience must know what your company stands for. In its simplest form, this is your employment brand or unique value proposition. If your company is laser-focused on letting your community know what makes your organization special, then you are much closer to acheiving the happiness that comes from influencing behavior that drives business results.
–Omowale Casselle (@mysensay)
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About the Author: Omowale Casselle is the co-founder and CEO of mySenSay. We help top employers and next generation leaders discover their shared purpose.