Chapter 5 & 6

Rules of social media:

1. You are not in control. People can say whatever they want on social media.
2. There is no market for your message. People must dig though clutter on the internet to find your message. The amount of people you reach does not matter as much as if they hear that message.
3. It’s about reaching the right eyeballs, not all the eyeballs. You will not know the complete number of eyes that see your message. You want the right people to see your message. Otherwise you have HITS: how idiots track success.
4. It is worse to not be talked about at all. People make decisions on what to buy based on other’s opinions on social media. If no one is talking about your product no one will buy it.

There are 5 levels of engagement that views have on your messages.

1. Lurking- the creepers of social media. They are not loyal but they may like something occasionally. It is the lowest level of a relationship that has just formed.
2. Casual- they will have some type of contact with you. Maybe subscribing or following. A lot of people never go past this point and that is alright.
3. Active- they will participate and use your hashtag or send a link to your friends. These people will recommend you to a friend. The real thing you want to learn from this is what part of your message made people go from casual to active engagement.
4. Committed- these people are satisfied with their relationship and interactions. They might register or get a membership because they trust this company so much. You will want to increase this overtime. For me this company is Skyline. I could never go to one of their competitors and I like almost all their posts. I also have the tendency to bring new people to Skyline to have them experience it.
5. Loyalist- these people scream your brand from the rooftops and tell everyone about you. They will donate time or money to you. The real goal is to survey these people to find out their feelings about the company and the relationship.

From chapter 6 the major take away was using number to get closer to your customer. This means setting up alerts to know when people are talking about you. Track what the people say to know if it is relevant. From this learn which outlet is best to push your message in and how to use each message. Find out what the market says about you and your competition. What makes them think of you first. What is your competitive advantage in the marketplace and how can that be used for your benefit. Lastly listen to your customers and respond to them. Let them know that you are listening and willing to respond.