It’s about Me!
When new clients start talking social media, it’s not long before they get to “engagement.” They want to know what moves crowds and individuals to genuine participation. What attracts us? What connects us? What keep us coming back and bringing our friends with us?
What makes one space more fun to participate in than another that looks like the same thing?
Why we participate might vary with each participant, but participants all have things in common — simple human reasons that give experiences meaning.
- Fame — some folks come for recognition. When we participate, our words get seen and read. Sometimes they’re shared. Every blog post, tweet, status update, and comment aggregates to form our reputation. And now that we friend and follow others, we have even more direct channels to share our words of wisdom and attract a following.
Will your online experience attract the group you want — the authorities, the elite, or the “Internet famous?”
- Fortune — some folks come for contests and giveaways, but leave when the prizes quit coming. Some folks are interested in information or training that will raise their income. It’s a tricky business to combine participation and money without it beginning to feel like I’m working for it.
Will your online experience offer enough to keep folks coming back?
- Friendship — connections on the social web are clicked on and off in seconds. So the key is conversation between people with common ideas or values. Conversations between like-minded friends grow exponentially faster than their real-world counterparts. Without barriers of time and space, meeting is simpler and more convenient. I leave a message you respond later.
Will your online experience make it easy for folks to talk to people like themselves about things that they care about?
- Fun — the distraction of new people and new ideas. The level playing field in which introverts and extroverts both have to type makes it fun. Spice it up with some game that brings out personality … keep it simple and easy. It’s endless conversation in a coffeehouse that’s always open.
Will your online experience be fun for folks who want to be with other people?
When we’re looking at an online experience, we have to consider what the human payoff is. What is the most basic reason that people will come and come back? That reason will underscore and validate that the environment we’re building is right for the ones we want to come to share it. Incorporate the values of the folks you want to be there, and people will participate and keep coming back.
Seems simple doesn’t iit? Humans will be human.
Which reason do you think attracts most folks to participate on Twitter?
–ME “Liz” Strauss
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Hey Liz, your four distinctions have nailed it.
I’m tempted to add a fifth ‘F’, which has probably been covered in your points, but I’ll throw it in to the mix.
Fertilizer – the challenge and intrigue of thought-provoking dialog. I’m getting more engagement lately from thinkers and leaders who seem hungry to get into discussion and debate about chewy and interesting issues.
Thanks why I like coming to your blog – it fertilizes my brain! 😉
Best to you, Liz. Be great to chat one day.
Robin 🙂
How about another “f” — forced to. Some people have to use social media as part of their work or to achieve a work related goal. It’s like making sales calls or going to networking events. For these people this is not something they would normally do or enjoy, but it is a part of doing business.
@robin- great addition.
Liz, this post gets into strategic thinking, which is where I’m putting my brain more and more.
I’m learning to integrate this more and more into why our clients do what they do. I made a big mistake the first time I told a client, “You need a blog,” without really understanding the reasons why.
i think the point that you concern in this post is want the people that read this post really understand why people participate and keep coming back in social media.