Mo Thoughts…Lessons Learned from Internet Influencers
Mar 22, 2016
TIME magazine recently released their second annual list of the 30 Most Influential People on the Internet. The people on this list are clearly doing something right – they know how to capture people’s attention, keep them engaged, and make an impact – sound familiar? Yep, these are all things brands are trying to accomplish.
So, while it may be easy to brush this off as just another list, a better approach may be to look at what these people are doing right – and use their approaches to improve the social channels you manage.
Here are a few favorites to help you get started:
LISTEN TO FOLLOWER FEEDBACK
Taught by Josh Holz and Daniel Lara
When Josh Holz started posting videos of him shouting “Damn, Daniel!” in reaction to his friend’s outfits, his Snapchat followers told him they loved it. He was posting many other things, but for whatever reason these got the most attention. So what did he do? He kept posting them, and even created a compilation video – which went viral, captured the attention of many brands, landed the duo on The Ellen Show, in a music video and with a lifetime supply of Vans.
Damn Daniel pic.twitter.com/Va10hmpePO
— Joshua Holz (@Josholzz) February 16, 2016
Key Takeaway: Instead of just tracking overall channel metrics, start categorizing your content into high-level messaging themes and tracking the success of those individual initiatives. These “micro-metrics” help surface early successes along with the topics and content pulling down your overall engagement averages.
FIND YOUR PLATFORM
Taught by Helen Van Winkle
Helen Van Winkle joined Instagram two years ago at the age of 85. Think that’s too old for Instagram? Think again. Her baddiewinkle account currently has 1.8 million followers.
Posts of the now 87-year-old in eccentric outfits, living the life of someone at least 50 years her junior, are unique, entertaining and aspirational. What did she do right? She launched on the platform that worked best for her highly visual content.
THANKYOU SO MUCH @tomorrowworld 💗💛💚💙 I had one of the best nights in a lifetime, it was truly magical ✨ A photo posted by @baddiewinkle on
She also has a Twitter account, but it’s just not the same, and doesn’t garner the same engagement.
Key Takeaway: Find platforms that work for your content. Instead of trying to be on every platform, select the ones that work best for the type of content you are producing and where your audience lives. Get started by evaluating where most of your traffic and leads are coming from, and retiring the platforms that no longer make sense to invest your valuable time maintaining.
ENGAGE WITH OTHER BRANDS
Taught by Kanye West
Oh, Kanye. Don’t let his epic rants distract you from how brilliantly Kanye uses publicity to publicly start conversations with people who might otherwise ignore a private initiation (even coming from the self-proclaimed most important living artist).
Case in point:
@kanyewest Let’s meet for sure. We’ll reach out and make it happen. Looking forward to it.
— Steve Ballmer (@Steven_Ballmer) March 15, 2016
Key Takeaway: In addition to engaging with your followers, actively look for opportunities to appropriately engage other brands. Some of the most memorable and publicized social exchanges have been between brands (Old Spice vs. Taco Bell). If you are part of a parent company, start small and engage with your sister brands. Look for brands with similar missions and take advantage of the opportunity to extend your reach and get the attention of their followers.
So, who are your favorite people to follow on social media? Who do you think is making the most impact online?Let me know on Twitter @mothoughts where I keep up with some of my favorite influencers like YouTuber Casey Neistat and T-Mobile CEO John Legere.