Thursday, 15 September 2011

Campaign where your audience is & in Inverclyde that's Facebook (mostly).

Popular online campaigns in Inverclyde (and probably in most other areas in the UK) are predominantly centred around Facebook. There's some older Bebo & MySpace stuff too as well as a slowly increasing Twitter usage. But contrary to where some social media folk focus, Facebook is the place to be seen.

Facebook dominates so much that there's a wild mix of personal profiles used as pages, pages used as groups, groups used as pages & even personal profiles disguised as pages(!) If you compare the followers of Pages vs Twitter accounts it can be 10 to 1 in favour of Facebook.

There's good reason for this. Personal Facebook profiles are what the vast majority are used to dealing with & they are comfortable with that. Folks don't relate so well to the new groups, though that's improving. Pages are networking together better and mainstream users are getting more and more used to them. Still, if you want to make an impact quickly a new dedicated page, run like a profile, is the way to go. Many people find Twitter just too unintuitive to "get-it".

Add on some semi-automated Twitter and you can reach out to a wider bunch of earlier adopting types to pull them into to your core content, which while not fancy, is easily stored on Facebook as Notes. Personally I think it's best to add a blog to pull it all together as a central point, but the main traffic still comes in from Facebook. As always if there's no actual content, don't bother.

With new tools like ifttt it's possible to semi-automate content & messaging across many channels, tuning them as the newer channels evolve and the older ones display strong user patterns.

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