How To Better Contribute to The Social Media Conversation in Your Niche

By on April 22, 2011

It’s one thing to become the world’s greatest Twitter user, or a Facebook pro, but it’s all useless if you aren’t contributing valuable information to your niche. For some reason, social media marketers get very excited about building their fanbase, and they often forget the real reason why they started their campaigns at all.

As a social media manager or business owner, you should always be looking for ways to improve the conversation on your social media platforms.

While this does mean learning the A-Z of using each platform, it also means being smart about what you say, and what you do. How many streams have you read where a social media marketer announces that they had Oatees for breakfast?

These random fillers don’t contribute anything to your niche conversation, and as a result they have no place on any of your pages. Here’s how to constantly keep yourself in check, so that you’re always improving your business conversation.

Your Conversation Should Mean Something

Assuming that you are out to gain more natural fans, and are looking to become an authority in your niche – you should tailor make your posts, tweets and updates to meet your readers needs. What does your ideal reader need? Insider information, not general, beginners nonsense they can find anywhere.

This means doing in-depth research, or taking notes during your work day, recording valuable nuggets of advice and insight that is rare on the internet. If you have to monitor every news site, and bookmark industry searches – then do it. A blog post published on a hot topic and then syndicated through your social media network, will show your readers that you are the authority to follow.

Going the Extra Mile For Your Community

We worked on a social media campaign once, where the niche was so obscure that few people were interested in it. No matter what we tried, attracting fans and follows was a real problem. This happens quite a lot for small businesses, that either face a hugely flooded market or one so small, building a community is very difficult.

After some brainstorming, we decided to make the community members we did find, feel like they were part of something real and tangible. To do this, pertinent questions that were asked during a small Twitter discussion – were turned into blog posts, to effectively answer each question that was asked by their community members.

An entire blog post based on someone’s Tweeted question. Sounds excessive? Why not just answer them concisely in a tweet? Because going the extra mile works! Twitter members were so impressed by the company’s attention to detail, and flattering replies – that they joined them on other social networks.

A real conversation began. Today, this modest social media campaign has led to more profit and joint ventures for that business, than we’ve seen in much larger campaigns. To better contribute to your specific niche conversation, you might have to do some brainstorming of your own. How well are you reaching out to people? How can you boost interaction that will have long term effects on your campaign?

To improve your niche conversation, you first have to be dedicated to producing quality information all the time. Then you have to find a way to make your business something special. Do this, and your conversations will never dry up.

How do you improve your conversation on your social media pages? Any tips you’d like to share? We’d love to discuss them with you!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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