3 Types of Social Media Signals – Interview with Robert Pease, CEO of Nearstream - Page 2
In analyzing the social signal, the emphasis is on how the user is asking, and what it's about. This could be used to tune messaging, better inform support process and content, and get to the true "voice of the customer." Analysis can be done in combination with, or instead of, direct engagement around demand signal.
2. Questions to Influencers - Example: “What are good investments for a first time Roth IRA starter?”
This is a request broadcast to knowledgeable influencers of investment practice. Implicit in the post, is a request for response by those well versed on the subject. In this type of exchange, your opportunity as a provider is either to engage, similar to the need signal, or to "sponsor."
Sponsoring is using more traditional marketing resources. As a company, if you are responding to this request, it becomes an opportunity to engage them directly to your website, eBook, whitepapers, or other relevant information. You can directly focus your opportunity into cultivating a sale.
3. Questions to Forums - Example: “Do I just do a rollover to use my IRA to buy real estate?"
This example is a forum post that has found its way into the Twitter stream. This happens with Quora, Linkedin, and other online gathering places, as well as forums that are organized around certain topics and needs. These social signals are rich opportunities for businesses. In these cases, it's entirely appropriate to engage or support as an interested vendor.
But in all these examples, as Robert explains, your role as a company is to 'be helpful" and "answer questions." "The cut and past of marketing copy does not answer the question and annoys people," Robert comments. After all, as consumers, we can "feel" when we're being sold, and it's an entirely more relational experience when we're approached on a more personal and beneficial level. That's the nature of why social media is used, and therefore, it's the effective way for companies to engage.