I recently embarked on a new adventure with a really cool company called Catalyst here in Toronto. Catalyst is a successful and award-winning search marketing company. I’m helping to lead their content and social media products. After only 5 weeks, I’ve never been more excited in my professional career. I’m really stoked to see what happens in 2014 and beyond!
I’ve also recently written my first blog post on the topic of Real Time Marketing.
I would love it if you could take a moment to read it and leave your thoughts and comments.
You know I like relevance right? Well, I do. And I’m suggesting you probably like relevance, too.
The Importance of Relevance
We now understand that numbers don’t mean everything. You might have thousands of followers or likes but how many of these people actually interact with you and your brand? How many people are you interacting with? Who are you interacting with?
Those who continue to re-visit your Facebook page or tweet with you are people who find your content relevant. The goal now is to figure out a way to interact with as many people as possible. Providing relevant content to the right people is the way to get this done.
Google Plus Addresses Relevance: Circles:
More than any other social network, Google Plus addresses relevance like Facebook doesn’t and Twitter can’t.
Now, Google Plus doesn’t yet support brands or businesses but Circles (the Google Plus product) is ingenious. And if you as an individual consider yourself a brand then you should take advantage of Circles.
Circles allows you to organize the people in your social graph according to how you define each relationship. Is someone your friend? Family member, co-worker, associate or customer? You get to decide because not everyone is your friend.
What does this segmentation and relevance lead to for you? Increased engagement. Why? Because now your messages are going to specific people. For example, a note about Robbie Alomar’s induction into the Baseball Hall of Fame can be directed to people you know will be interested in this specific piece of news.
As long as you keep the value of the “Circles” sacred, your community will come to know exactly what to expect from you. Everything individuals receive from you will now be of value to your community.
You can even go one step further and set which circle(s) you want to watch. Unlike Twitter, the issue of relevance is now controlled by both the sender and receiver of information. I can choose who I send information to and who I receive information from.
Why does this lead to increased engagement? Put yourself in the seat of a consumer. If you got to choose the type of messaging you would receive from your favourite brands (and you could be specific as you wanted) would you be more likely than not to at least read the message? Of course you would!
Now put yourself in the brand’s position. Are you just interested in “likes” or do you want true engagement in these online spaces? Likes may result in an increased email database but the issue remains the same: For online and social media communications to truly succeed the magic pill is and always will be relevance.
Google Plus addresses this issue better than any other social tool out there. And this is why Google Plus will continue to grow and force Facebook and Twitter (and email marketers) to change.
As always your thoughts are appreciated.
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