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How Brands Can Benefit from Social Media Groups (#SMTLive Recap)

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During one of our most recent Twitter chats, we spoke with marketers about the benefits of and best strategies for managing social media groups. We had an extensive and insightful conversation. Here’s what our friends on #SMTLive had to say.

Let’s start with the benefits. Understanding why and how this space can help your brand is important in deciding whether groups are a good investment of time in your overall marketing strategy.

Remember, you’ll need to invest a fair amount of time into building and managing a group for any of these benefits to be realized.

There are so many benefits to using social media groups, but here are a few major ones that our community shared with us. We’ve broken them down here to show you, first, the benefits of how groups can help amplify your brand, and second, the benefits this space can offer your audience. Though, you’ll see that the two go hand in hand.

The Benefits of Social Media Groups for Your Brand

Gathering Useful Audience Insights

You can learn a lot about your audience’s interests and behaviors by simply listening to the conversations being had in the group.

Building Relationships, Community, Engagement and Trust

This is an opportunity to show your human side. You can use this space to have more direct, one-on-one conversations with your audience to build those relationships.

The group can interact as a whole and form a community with your brand in mind. These regular interactions can help build brand trust and loyalty.

Discovering New Ideas for Content

You can use the member feedback, new knowledge you gain about your audience and content shared in the group (UGC) to help you create better content for your other social platforms.

The Benefits of Social Media Groups for Your Audience

Social media groups clearly offer brands many opportunities for growth; but, ultimately, these groups should aim to benefit and offer value to their audiences.

A Valuable Community

The group provides a space for people with similar interests to connect and have important conversations.

Networking Opportunities

More than just offering a space for people with common interests, members can connect with others and build their network.  

Learning Opportunities

One can learn a lot by just listening and speaking to their peers.

Feeling Heard

Responding and having one-on-one conversations with your audience will make them feel seen, heard and respected.

In general, people just really seem to love social media groups.

Those are a few of the major benefits of groups, but they’ve proven to be useful to both brands and their audiences.

The next question you need to ask yourself is: “What type of group would be beneficial to my audience?”

Clearly, you will need to do the appropriate research to answer that question, but let’s look at some examples of how brands are currently using social media groups. Their success may spark some ideas.

Examples of Successful Groups

We asked participants in this chat to share different use cases for social media groups, and here’s what they had to say.

Again, there are so many options to choose from, so knowing what type of group would interest your community is key.

Finally, we discussed tips, tricks and best practices for anyone managing (or planning to start) a social media group for their brand.

Tips, Tricks and Best Practices

Planning your content, marketing, and management strategy for a group will take time — but the time you spent strategizing and prepping will make all the difference. Make sure you have a clear launch plan, including a select-few people you can count on to help you start the conversation.

Set rules for your group and remember to be extremely clear in your marketing language so people know what to expect. Then deliver on your promises.

Listen to your audience and give them what they want. Engage like a human, not a salesman.

Remember that your audience may have different expectations of content on one platform vs another. Choose the right platform to host your group and create unique content for them on that space.

Don’t act like a robot. Have a personality and find creative ways to get group members to engage.

Know that monitoring a group takes a lot of work. It isn’t a simple project that’s done as soon as you launch. You need to constantly be monitoring, engaging and sharing a unique offering of content and perks for your members to stick around.

If you aren’t ready or don’t have the bandwidth to start managing a social media group, remember there are other options and opportunities for your brand. Many brands find success by joining and participating in other groups where your audience is already spending their time.

There were a lot more useful tips shared during this chat, but these were a few we wanted to highlight.

If you’re interested in being part of our next Twitter chat, you can learn more and RSVP here. And for all those of you who want to be a regular participant in these chats, Anmäl dig här to join our #SMTLive Tuesday Twitter Chat Club.

Socialmediatoday.com

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Parler meddelar att det har avslutat sitt förvärvsavtal med Kanye West

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Kanye West is Buying Conservative Social Media Platform Parler to Voice His Unfiltered Opinions

Kanye West will not follow in Elon Musk’s footsteps and buy his own social media platform, with Parler confirming today that it has ended negotiations with West on a possible sale of the app.

The reasoning behind the decision is not clear, but West has continued to share his controversial opinions in various media opportunities of late, which has resulted in him losing a range of sponsor and partnership deals, and has decimated his net worth.

Axios has rapporterad that West’s financial situation, as a result of these impacts, has played at least some role in the dissolution of the Parler deal.

West originally announced his intention to acquire Parler back in October, saying at the time that he needed to buy his own platform in order to share his unfiltered opinions with the world.

"People had talked about it and mentioned this idea for years, but enough was enough.”

In the weeks leading up to that announcement, West had been suspended from both Instagram and Twitter efter deliberately pushing his limits on both by sharing offensive, anti-Semitic remarks. That then led West to Parler, and with Elon Musk moving to take over at Twitter, West saw an opportunity to also play a part in what he saw as a broader shift towards allowing more free and open speech.

But now, West is moving on – though he will continue with his 2024 Presidential run, apparently.

West has also seemingly pinned his hopes on Musk for a future reformation of social media moderation rules.

At least, I think that’s what this means.

The announcement leaves Parler in a less than certain predicament, as it continues its efforts to develop a more sustainable business model in order to maintain operation as a free speech platform.

In the wake of the Capitol Riots, Parler was almost killed off entirely when both Apple and Google removed the app from their respective stores due its lax moderation policies, which they said had allowed too many posts that encouraged violence and crime. Amazon then also refused to host Parler on its web-hosting service due to repeated violations of its rules.

Parler was eventually able to save itself by rolling out additional moderation rules, in alignment with the requirements of each platform, which subsequently caused a level of angst among its core user base. Parler has since been found to be censoring certain posts, and removing certain users, which has prompted further criticism of the app, and with Elon taking over at Twitter, and promising a more open approach to what can be shared via tweet, it seems like Parler’s days could indeed be numbered, especially if Musk is able to implement a significant change in Twitter’s approach.

Which will also be challenging. Just as Parler had to change its moderation approach in line with app store policies, Twitter will also have to maintain its processes on the same, which could impede Musk’s push to enable more free and open speech in the app.

Elon’s looking to challenge this, but again, there will always be a level of moderation required, which will likely always exceed what free speech advocates would prefer, given evolving rules in Europe and other regions.

And for Kanye, it seems like his ambitions for owning his own social platform are now shelved, at least for the time being.



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