By David Johnson
Let’s lay out the 4 stages of social engagement and how you can use them to move people up the ladder of engagement, from consumptions to collaboration.
The problem with consumers is that they give you no reason, other than that they are following you, and they like the content you put out.
Consumers are level one in the social engagement hierarchy. As mentioned, there are 4 levels in the process:
It’s important to note that it’s infinitely harder to move somebody from consumption to collaboration than it is to move somebody from curation to creation. The reason is simple. You must first be a consumer before becoming a curator, a curator before becoming a creator and a creator before becoming a collaborator.
Why social collaboration?
If we look at the definition of collaboration we will see that it is defined as people working together with others in an endeavor. Creation is a one way street. Curation is the sharing of web content while creation is the creation of web content.
When two people collaborate together on something, especially something that both sides are passionate about, the connection between the two becomes much deeper. If you can engage your community in a collaborative effort, one that you and the community is passionate about then you will earn more business, generate more referrals and attract more word-of-mouth than ever before.
How to move people up the ladder
First, you must aim to achieve three different types of connections. They are:
- A connection between your community and the people of your business.
- A connection between the people of your business.
- A connection between the people in your community.
Most businesses stop at the first, but in reality the most important is the connections you create between the people of your community, which is where rampant word-of-mouth starts, and is best created through collaboration.
By connecting your business, better yet, the people of your business to a cause that both they and the community are passionate about you are better able to move people up the ladder from consumption to curation, to creation and finally to collaboration.
You do that by posting pics of your employees participating in the cause on your Facebook page. That will get people who normally consume to start clicking like and will maybe even get them to share your pictures.
An example would be you posting a picture of your employees playing with kids at a foster care picnic you are hosting (remember to put a caption on the picture, don’t just post it). Then you can ask the question, “How far would you go to see one of these kids smile?” It’s all about baby steps and the more pics you post the more your consumers will step up and like, ask the engagement questions and your curators will start to create content. You must plan for this, it doesn’t just happen.
You know the old saying, if you fail to plan, you plan to fail? This holds true when working towards collaboration, you have to plan the steps, actual things you are going to do, step by step, to move people up the ladder.
David Johnson is an automotive social media strategist with PersuasiveConcepts.com. Read the full article here.