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I’m doing a blog series about how to develop a social media strategy together with my online wingman Robert Nyberg a.k.a robsearch. In our last post about social strategies we talked about: What’s the goal with your presence in social media, We talked about how your social strategy could be driven by those goals: Awareness, sales or loyalty.
What is your social program devoted to
Depending on your goal you can use the relationship thermometer to understand what kind of relationship you have with your audience and or what they know about your brand today. As an example; if you are trying to influence awareness you should focus on point 1 and 2. If you want to influence sales with social media you should focus on number 3 and 4. If you want to build super hardcore fans and true advocates you should put you social efforts in to 4 and 5.
The relationship thermometer
- Don’t have a clue about you: They have no relationship with you yet, they don’t know that you exist.
- Aware but don’t care: Aware of your brand but have never bought something or never taken some kind of action yet.
- Single action/transaction: Some kind of action maybe they have made a single purchase from you. Maybe they subscribe to your newsletter.
- Frequent action: You have a relationship with the customer and they are repeating purchasers of your stuff.
- Super hardcore fans: On the top you find the real advocates of your product and service, this is the dream for every marketer to reach this relationship with the end user.
The truth is out there
You have probably heard a million times before that social media is all about relationships; and it is the truth. The whole purpose with your presence in social media is to create a warmer (hotter) relationship between you and the end user of your product by moving people from 1 towards 5 on the social thermometer scale. When we look at social media with this perspective, we can clearly see how stupid it is to focus on; fans, followers and likes. Because those metrics doesn’t say anything about your true relationship with your end user.
It’s getting hot in here! 
Please leave a comment; what do you think is important when you want to enchant an audience?
We are influenced by Jay Baer and Gary Vaynerchuk so again a lot of kudos to those guys (transparency).
Related posts:
About Mattias Gronborg
Matt & Ron, you make a great pair!
It sure is super entertaining to watch you. You captivated me and I loved the (chalk?)board drawing/illustration. Maybe I need to search for a side-kick?! Anyway: I love your last point.
"When we look at social media with this perspective, we can clearly see how stupid it is to focus on; fans, followers and likes. Because those metrics doesn’t say anything about your true relationship with your end user."
Very much to the point and honest. Love the thermometer (hard to pronounce, that word!). Even if Yomar claims he'd already done that on Unbounce...
Great job. Looking forward to more videos!
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