GROWTH is the keyword in managing communities in social media. As the years go by, the big three socmed platforms---Facebook, Instagram (also owned by Facebook), and Twitter, have evolved to deliver a more authentic experience in their spaces.
True, users are still being bombarded with ads and content that they probably don't like, but the state of social media now is miles ahead of what it was about two or three years ago. Socialized content delivery The name of the game now in social media is meaningful conversations. The keyword is 'meaningful.' Some two years ago, Facebook overhauled its AI to deliver ads and content based on the authenticity of conversations on content. Simply put, Facebook and Instagram can now detect if a content is meant only to garner likes or shares and not deliver a more meaningful engagement with Facebook.
This algorithm had prompted marketers to become more specialized in communicating rather than hard-selling their product by overwhelming their consumers with repetitive content. With the playing field changed, markerters turn to the basics: group communication.
Niche Groups
Enter niche groups. In social media groups, or even web-based ones, these groups that are made so by a common interest on anything, from people to products, have a lot of potential in propagating the message of your product or idea.
The key is crafting your message in a way that will be received well by the participants in that group, who might find it more interesting in an angle that they prefer. This process takes a lot of studying your market and understanding
Marketers should take time to immerse in these online communities and understand their behavior before even thinking of crafting the message.
Basis of A Successful Campaign
A campaign gains legitimate traction when it is discussed meaningfully by its users---not just by mere mentions or shares. Social media platforms such as Facebook uses these meaningful conversations as a basis in elevating that content further to the users that have the greatest potential in interacting with the content.
Apart from that, there are other benefits why campaigns must start, or even maintain a product or idea campaign with niche groups. First, these niche groups can be a litmus test on how effective the campaign is without expending a lot of funds yet; an initial perception can also be formed immediately, which can be used by marketers to revise their campaign's messaging, or otherwise, not proceed at all.
Lastly, engaging with niche group participants early in the campaign will form a solid following of people who will magnify the campaign's messaging through interactions and shares, not only in the first appearance of the campaign, but also in the future.
This last part is the trickiest, and demands the most creative ideas from marketers to keep their following engaged and interested for as long as the campaign goes.