As discussed in the previous post, there are many social media outlets that the average individual can choose from. However, what about companies? How can they begin to utilize social media to bring forth consumers and be part of Web 2.0? According to the Groundswell, two ways: the Social Technographics Profile and POST (People, Objective, Strategy, and Technology).
Taking together the Social Technographic Profile and POST, I thought I’d apply it to two types of writers I follow on Twitter and see whether they promote their works effectively. The first is a novelist and the second, a comic writer. Lets assume that both are virtually unknown. That is, they’re not popular as say Stephen King.
I did not follow the novelist on Twitter, but rather she followed me, probably based on computerized mumbo-jumbo that took into account my profile stating I’m a “Literature enthusiast” and the fact that I follow writers. Out of curiosity, I followed her back to see what she had to offer. Suffice to say, I was not impressed. All she does is autotweet the same generic advertisement of her novels. The purpose of her twitter is to sell her novel, which is fine, but she does not apply POST. The first three steps are very important here. How she targeted me was purely random, not taking into consideration what genre of books I may be into, but that I liked books overall. She doesn’t realize that I may also be a blogger who likes to write reviews. Her objective may be to sell books, but her strategy is nonexistent. She doesn’t try to establish a relationship with followers like me in any way. And it’s obvious she doesn’t read our tweets from time to time to figure us out and how she can cater her twitter to us. There’s no communication at all. Her tweets don’t acknowledge her thousands of followers and in turn, followers don’t read her tweets. She seems to only utilize O and T, which is ineffective. Of course, this is all speculation and I’m sure some of her followers may pick up her novels. But me? I ignore her tweets. In fact, I don’t know why I continue to follow her. Time to unfollow, perhaps.
The Comic Writer:
Unlike the novelist, I chose to follow this writer first, but for a specific reason. For anyone curious, he doesn’t write for DC Comics or Marvel, which comes with them stature and decent living, but a smaller company called Image. The only reason I knew of him was because I read a short article about his new comic book about Peter Pan in WWII. Being a Peter Pan fan, I blogged about the series and my anticipation. I then tweeted the title and link of my blog post. Days later, this same writer retweeted me and tweeted me directly, thanking me for blogging about his comic and hoping that I enjoyed it when it came out. I was impressed. He was actually searching tags about his comic and making an effort to promote it. I followed him after this incident to see what he had to offer.
This writer definitely applies POST and considers his audience. He doesn’t follow thousands of random people. He follows fellow comic writers, artists, reviewers, bloggers, and the like who can help him. The people are the fellow writers and reviewers I mentioned, but the people also consist of his fans. His objective is to market himself by talking and listening to both groups. His tweets don’t simply say, “Buy my comic!” He tweets sneak previews, sends us to his blog that go in depth about the process, engages his fans by making them excited, pitches other writers, gives advice to aspiring writers, and better yet, he talks directly to his fans. His strategy is therefore to energize writers and fans alike, and get feedback. By applying POST, Twitter (and blog posts) works for him. I’m now a huge fan and promoter of his works.
Granted these writers are different, being from different genres, but how they use their Twitter to market their work was important to me.