Are your customers no shows, mix-n-minglers, onlookers, newcomers, cliquers, or sparks?
Don’t worry… these aren’t nicknames from the newest reality dating show.
They are your customer’s social media personas and understanding them could change the way you market your brand online.
Oh and in case you didn’t hear, Constant Contact made a big announcement this week and we think you’re going to like it.
Read about these stories and more in this week’s news roundup.
The model, from Candian firm, Aimia, analyzes behavioral factors behind trust and control to separate users into six social personas. These personas are based on their level of engagement and influence on social media.
Here are the six categories:
- No Shows (41% of US population) – least involved with social media and infrequently engage in online commerce.
- Mix-n-Minglers (19%) – regularly share and interact with a diverse group of connections via social media
- Onlookers (16%) – observe others on a regular basis, but share almost no personal information
- Newcomers (15%) – passive users that use one social network, primarily to enhance offline relationships
- Cliquers (6%) – active users of one network; influential among friends and family
- Sparks (3%) – most active and deeply engaged users; will act as online ambassadors for their favorite brand
Bottom Line: As a small business, you need to take the time to understand who your customers are, as individuals and as social media users. When you understand where your customers fall in the spectrum of social activity, you can adjust your social strategy and better target your messages for more engagement.
It was an exciting week for Constant Contact, as the company announced the acquisition of SinglePlatform on Wednesday morning. SinglePlatform has helped thousands of small businesses manage their online presence on sites like Foursquare and YellowPages.com. SinglePlatform will continue to operate independently and will be another tool Constant Contact will offer to help small businesses reach their target audiences.
Bottom Line: What will this mean for small businesses? Constant Contact CEO Gail Goodman explained it best, “SinglePlatform helps the consumer find the business — Constant Contact helps that business capture that consumer and turn them into repeat customers.”
Facebook announced a long-awaited plugin for the blog platform, WordPress, this week. The plugin lets users cross-post their blog content directly to their Facebook Page and personal profile. The new integration also includes the ability to mention users and Pages just like in a normal status update and will put the post on the walls of those mentioned.
Bottom Line: This new plugin could prove interesting for sparking direct engagement around your blog posts. If you’re not a WordPress user, you can still make your blog posts more social by sharing them on your Facebook Page and other social networks.
Following Google’s announcement they have started to integrate Zagat ratings on Google+ Local Pages, Microsoft announced this week that they will now be featuring content from Yelp on Bing Local search pages.
Bottom Line: The continued integration of local search and local review sites is good news for small businesses. Yelp is one of the most popular local review sites, with users posting more than 27 million reviews since 2004. But now, even consumers who are not Yelp users will see reviews and pictures of your business when searching on Bing. Find out what people are saying about your business on Yelp.
Researchers at UCLA and Hewlett-Packard’s HP Labs, have found a way to predict a tweet’s popularity — with an astounding 84% accuracy. According to the study, the most prominent factor in why people shared news stories was the source from which it was coming from. The language and content of the tweet did impact whether or not users clicked links to stories, but did not impact people’s decision to share.
Bottom Line: Your relationship with your customers has a major influence on the way they interact with your brand online. We already know that with email, the number one reason people open is because they recognize your brand. Now with Twitter, we know recognizing your business as a trusted source will improve the likelihood of having your content shared.
What news stories caught your eye this week? Tell us in the comments below.