Читать книгу The Social Media Advantage - Holly Berkley - Страница 10

Determining the identity of key influencers within your online social networking circles can be critical to your goals – especially if you tend to carry controversy around specific projects or individuals within your company. How the key influencer in a social circle regards your company can make or break your mission. When this influencer loves your company or project, you can sit back and watch the positive energy flow, but get on their bad side, and you may be confronted with a PR nightmare.

No matter the size, every online community has its loudest voices. And these voices make up only 1% of the total community. But they are a powerful 1%. This select group is essentially the “creator.” They are the ones who start conversations and keep the discussions alive over the course of several days or weeks. The creators have a huge influence on the attitudes and energy of the social group.

Figure 2.3

It may appear that a social network is not active or that no one is listening due to the small percentage of participants actually creating content. As shown in figure 2.3, 10% of a community is what is known as “editors.” These members will post and contribute to conversations started by the “creators.” They are the ones who will simply “like*” something on Facebook, or contribute a “me too” type blog comment.

So what are the remaining 89% of the members doing? Listening.

Even though you may think no one is paying attention to your posts and comments, they are. Social media provides a voyeuristic view of what’s happening in your community. For the same reason reality television took off, social media offers a chance for people to listen in, see your ideas and hear what’s going on in a fairly anonymous way.