{"id":568,"date":"2013-09-23T09:48:00","date_gmt":"2013-09-23T16:48:00","guid":{"rendered":"http:\/\/www.gordonbenzie.com\/blog\/?p=568"},"modified":"2021-05-30T12:08:39","modified_gmt":"2021-05-30T19:08:39","slug":"giving-and-gaining-value-from-a-social-network","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/giving-and-gaining-value-from-a-social-network\/","title":{"rendered":"Giving (and Gaining) Value from a Social Network"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Recently I wrote about the concept of <a href=\"https:\/\/www.gordonbenzie.com\/blog\/in-pursuit-of-a-social-media-persona\/\">identifying \u201cpersonas\u201d or profiles of your prospective customers<\/a>, as part of your social media marketing program.\u00a0Once you have completed this task, considerable value can be obtained by leveraging social media to identify where these Personas \u201clive\u201d or spend their free time. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ultimate goal is to build a relationship from a foundation of trust to gain valuable insights as to how your product or service offers the greatest value to the right audience. Further, if done correctly, this exercise can yield insights as to what future direction you should be taking your product roadmap, or what future markets might be most lucrative to pursue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first step is to identify a couple of personas and then figure out what social networks these individuals frequent. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><a href=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2013\/09\/value_of_social_network.png\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"282\" src=\"http:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2013\/09\/value_of_social_network-300x282.png\" alt=\"The_value_of_a_social_network\" class=\"wp-image-569\" srcset=\"https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2013\/09\/value_of_social_network-300x282.png 300w, https:\/\/www.gordonbenzie.com\/blog\/wp-content\/uploads\/2013\/09\/value_of_social_network.png 317w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><figcaption>First, identify the trusted advisors.<\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Here is where a little market research is needed, as well as a few Google searches. Think like your prospect who wants to learn more about how to buy, use or retire your product \u2013 given the wealth of information now readily available on the Internet, this shouldn\u2019t take too much time. Once identified, your next step is alignment \u2013 becoming a <a href=\"https:\/\/www.linkedin.com\/pulse\/what-does-mean-trusted-advisor-mike-thomas\/\" target=\"_blank\" rel=\"noreferrer noopener\">trusted advisor<\/a>, an educator, or a visionary that offers insights to this group of people that they will value and listen to.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One example of how to accomplish this goal is to reach out to community organizers or owners to see if there is some future event you can sponsor or host. You could even reach out to the community to introduce yourself as a brand ambassador, with the intent of learning how to better improve your product. You could volunteer to offer free trials for new products or paid focus group opportunities. Public relations can play a role here.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This strategy can help draw out early adopters and others that have a passion for your service or product, which in the end, is the perfect person for you to speak with and draw feedback from. If you gather market intelligence deemed worthwhile and execute upon it, this person will likely become a future advocate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is as simple and as complicated as that. I say \u201csimple,\u201d in that if you do these steps and your future product vision is in alignment with the feedback, you have a \u201cwin-win.\u201d Things get a bit more complicated if a gap exists between your product direction and the feedback you obtain. At that point, you have to ask yourself, what is the right direction? Either you are going down the wrong path or you are speaking with the wrong prospective customer. After all, if you aren\u2019t designing your products and services for end-users to gain value, what is the point?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><i>Gordon Benzie<\/i><\/strong><i>\u00a0<em>is a marketing and communications professional with 20+ years of experience working for startups, large enterprises, and private clients.<\/em><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recently I wrote about the concept of identifying \u201cpersonas\u201d or profiles of your prospective customers, as part of your social media marketing program.\u00a0Once you have completed this task, considerable value can be obtained by leveraging social media to identify where these Personas \u201clive\u201d or spend their free time. The ultimate goal is to build a &hellip; <a href=\"https:\/\/www.gordonbenzie.com\/blog\/giving-and-gaining-value-from-a-social-network\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Giving (and Gaining) Value from a Social Network<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":1062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[18,8],"tags":[36,66,74,11,64],"class_list":["post-568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-social-networking-marketing","tag-brand-awareness","tag-brand-integrity","tag-public-relations","tag-right-audience","tag-social-networking-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Giving (and Gaining) Value from a Social Network - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/giving-and-gaining-value-from-a-social-network\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Giving (and Gaining) Value from a Social Network - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"Recently I wrote about the concept of identifying \u201cpersonas\u201d or profiles of your prospective customers, as part of your social media marketing program.\u00a0Once you have completed this task, considerable value can be obtained by leveraging social media to identify where these Personas \u201clive\u201d or spend their free time. 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