By Chief K.Masimba Biriwasha
Having loads of followers on Twitter or Facebook or any other social network does not automatically translate to high levels of influence, according to a new research titled, “Measuring User In?uence in Twitter: The Million Follower Fallacy.”
Just like individuals, businesses and non-profit organizations across the world have jumped onto the social media bandwagon all with the aim of influencing in an already information overloaded universe. According to the study, influence is not gained spontaneously or accidentally, but through concerted effort such as limiting tweets to a single topic.
This is poignant: what this means is that rapid updating of content on social networks does not always translate to influence. Often times such postings go unnoticed and make little to no impact. Posting links after links is as spammy as sending emails after emails for link exchange. Social media is about engagement, just like we do in real life.
Another thought is that social media ought to be fun, and thereby evolve organically. However when you wan to add value or when your intention is to seek to influence than you have to be aware of the challenges associated with using social media.
The conversational or content-driven strategies in Twitter, Facebook and other social networks are not enough in creating influence. According to the research, there are three interpersonal ways that Twitter can be used to influence, and these include: a) users interact by following updates of people who post interesting; b) users can pass along interesting pieces of information to their followers, an action known as retweeting; and c) users can respond to (or comment on) other people’s
The research states that in order to gain and maintain influence, users need to keep great personal involvement. As social media guru, Brian Solis notes, the path to engagement is strenuous, uncharted, and anything but easy.
“Everything begins with understanding the magnitude of the gap and what it is that people want, are missing or could benefit from in order to bring both ends toward the middle. No matter how hard we try, we just can’t build a customer-centric organization if we do not know what it is people value,” says Solis.
” Social media are your keys to unlocking the 5I’s of engagement to develop more informed and meaningful programs: 1. Intelligence – Learn about needs, wants, values, challenges; 2. Insight – Find the “aha’s” to identify gaps; 3. Ideation – Inspire new ideas for engagement, communication, new products/services, change; 4. Interaction – Engage…don’t just publish, bring your mission to life; 5. Influence – Influence behavior and in the process, become an influencer,” he adds.
According to Solis, social media doesn’t have to be void of “fun”; it must offer value and usefulness to be successful.