{"id":273,"date":"2011-11-08T15:22:17","date_gmt":"2011-11-08T20:22:17","guid":{"rendered":"http:\/\/maniactive.com\/blog\/?p=273"},"modified":"2011-11-08T15:26:24","modified_gmt":"2011-11-08T20:26:24","slug":"ask-yourself-what-does-your-audience-really-want","status":"publish","type":"post","link":"https:\/\/maniactive.com\/blog\/ask-yourself-what-does-your-audience-really-want\/273","title":{"rendered":"Ask yourself: what does your audience really want?"},"content":{"rendered":"

\"Google<\/a><\/p>\n

Google Plus opened its doors for business pages yesterday. Far out, right?<\/p>\n

Boom! I\u2019m suddenly getting swamped with requests to follow new G+ business pages.<\/p>\n

So let\u2019s say you\u2019re a business communicator. And you\u2019re posting the exact same content to your Facebook, Twitter, and Google Plus pages today.<\/p>\n

Oh, uh! You\u2019re being redundant.<\/strong><\/p>\n

Think about your audience. Let\u2019s say I\u2019m one of your most rabid brand fans. I follow you EVERYWHERE: Twitter, Facebook, LinkedIn, and now — Google Plus.<\/p>\n

Now — \u00a0let\u2019s also say I publicly ask the question: where you would like me to follow you? Take your pick. If your content at each venue is mostly the same — why should I follow you everywhere? Let\u2019s take a look at three common yet unsatisfactory answer categories:<\/p>\n

\n
    \n
  • You tell me that if I was a real fan, I\u2019d follow you at all three and put up with your tiresome repetition — because that\u2019s what real fans do. I should suffer. Love means putting up with thoughtlessness and boredom. (Uh-oh. I just went from thinking you\u2019re wonderful to thinking that you\u2019re an abusive jerk.)<\/li>\n
  • Or maybe you tell me that I should follow you wherever the heck I want. It doesn\u2019t matter to you, it\u2019s really all about me getting your messages in a way that I most enjoy. (Congratulations! You\u2019ve just revealed that your whole \u201cit\u2019s personal\u201d mantra is a load of manure. Social media is a mass marketing play to you.)<\/li>\n
  • You apologize, explaining that your audience is significantly different at each venue, so you need to be redundant to reach as many people as you can. (Oops! Telling me \u2018the audience is significantly different\u2019 is saying that I\u2019m insignificant! Also, think about it: if your audiences are indeed \u2018significantly different\u2019 — why not develop significantly different messaging to appeal to their different needs?)<\/li>\n<\/ul>\n

    Yes, none of these three responses defending redundancy seem quite correct. At this brief moment in history, you have an almost risk-free opportunity to experiment with audience messaging. Google Plus Business Pages are brand-spanking new. Instead of redundant posting, what might you do to deepen or extend engagement with your brand\u2019s biggest fans?<\/p>\n

      \n
    • Take some time out for audience identification.<\/strong> What\u2019s different about each audience? How can you appeal to different needs and desires?<\/li>\n
    • Take some time to think through your content strategy<\/strong>. Instead of repeating the exact same message to three unique audiences — what might you do differently to be more appealing to each?<\/li>\n<\/ul>\n

      How might you offer your biggest fans an enhanced experience with your brand or business?<\/p>\n

      PS – Yes, I\u2019ve created a Google+ business page. But I\u2019m not promoting it yet — not until I\u2019ve completed an audience profile and developed a content plan. You?<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      Google Plus opened its doors for business pages yesterday. Far out, right? Boom! I\u2019m suddenly getting swamped with requests to follow new G+ business pages. So let\u2019s say you\u2019re a business communicator. And you\u2019re posting the exact same content to your Facebook, Twitter, and Google Plus pages today. Oh, uh! You\u2019re being redundant. Think about […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,5,6],"tags":[19],"class_list":["post-273","post","type-post","status-publish","format-standard","hentry","category-content-ideas","category-social-media","category-twitter","tag-audience"],"_links":{"self":[{"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/posts\/273","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/comments?post=273"}],"version-history":[{"count":10,"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/posts\/273\/revisions"}],"predecessor-version":[{"id":280,"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/posts\/273\/revisions\/280"}],"wp:attachment":[{"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/media?parent=273"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/categories?post=273"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/maniactive.com\/blog\/wp-json\/wp\/v2\/tags?post=273"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}