Kim Kardashian gets paid $200k to send one tweet to her 40 million followers, that’s 0.5¢ per follower. Mike Tyson sells exposure to his 5 million followers for only $3.5k, or 0.07¢ per follower.
The ability to reach people through social networks is an important part of an organization’s marketing strategy. Facebook, Twitter, YouTube, LinkedIn, and other networks are where people spend their time, consume their content, and interact and engage with others.
Making Your Message Stand Out
Any nonprofit that has tried to generate significant impact through social media knows that the immense amount of content flowing through these platforms makes it hard for your message to stand out and get the attention of your audience.
Let’s look at the numbers Twitter provides for engagement:
- Only 7% of tweets sent are seen by followers
- Less than 2% of those actually engage with the content they view
Twitter actually includes many different types of actions as engagement, including those that have a near zero effect on impact, such as viewing the expanded tweet, clicking on a hashtag, or viewing a profile.
Clicking on a link in your tweet accounts for less than a third of those engagements.
If you have 10,000 followers on Twitter, and you want to promote your fundraiser by sending out a tweet with a link to your donation page, only 700 will see your tweet, and around 3 will click on the link. Even with a million followers, the number of clicks generated is around 350.
Having lots of followers does not guarantee high engagements.
What if your followers could do more than just be passive recipients of your message? What if they could actively spread your message?
Our approach at justcoz.org to overcoming this challenge is to find and enlist social influencers from an organization’s community, and automatically send their message through their accounts, using their voices. These influential followers, called “supporters,” are the ones who can best amplify a message and make it effective.
Relaying a message through supporters’ accounts increases its effectiveness and impact in three ways.
Multiplying the Reach
No matter the size of one’s current audience (as can be defined by the number of “followers” you have on a social network), recruiting members of that audience to act as amplifiers of your message will increase the size of your audience considerably. Our measurements show that converting just 1% of your followers into supporters provides anywhere from a two- to a forty-fold increase in the amount of people reached with each message.
Diversifying the Audience
Your current messages only reach those who already know who you are and are actively listening to you. Your supporters’ audience contains people whom you have never been able to reach before, yet they are only one connection away from someone who cares about your cause.
Humanizing the Message
Having your message sent through a human account rather than an organizational account makes it much more likely to be engaged with. Messages that are relayed through influencers act as a third-party endorsement for your message, making your cause more approachable, and your content more engaging.
All three aspects represent a profound change in the way your message is received and perceived by your potential audience.
There are many factors that contribute to the probable effectiveness of a supporter. While the parameters are dynamic and constantly changing, gauging them enables us to locate and activate the supporters that are the most influential and that can generate the highest levels of engagement.
Important parameters we use to determine probable effectiveness are:
- Connections—While the number of followers can be very misleading, it does have relevance to the effectiveness of a message. After all, a person with no social influence can have no effect, regardless of any other parameter. In addition, we also look at the number of people followed back, which is seen to positively contribute to the effectiveness of messages sent.
- Activity – Too much or too little activity means your message will go unnoticed or likely have less impact if it is noticed. The highest effectiveness is achieved at a specific level of activity that is calculated based on the tolerance and behavior of each supporter and their social sphere.
- Time-of-day/day-of-week – This parameter has significant impact on a message’s effectiveness. Interestingly, the best time to send a message is affected by the timezones of the people in a supporter’s social sphere more than they are on the supporter’s own timezone.
- Content – The structure and content of the message itself has a significant influence on engagement metrics. The number of links, hashtags, and mentions in the message, as well as the actual content, language, and orientation of the message, all contribute to its probable impact.
- Previous engagement – We look at a supporter’s history to see how much engagement they have created in the past to calculate their probable effectiveness for a campaign.
These parameters and others, allow us to identify the supporters who are powerful influencers of your potential audience, and provide better insight into the best way of spreading your message through social media.