Gauge the engagement

Social media is still new. Every day, so many new tools are launched, tried, reviewed, thrown out, or modified to fit an organization's needs. For every "Top 10" post related to tips and tricks, there are no hard-line constants that suit everyone's strategy or audience.

For example, Hardees may not post on their Facebook fan page everyday - or they may have three posts in one day. It all depends on what kind of conversation they're having with their consumers. They get a ton of engagement, but rarely respond back in the comment chain. They've found that this type of communication works well for them and their followers, so they go with it. But again, there's no set standard they appear to be following in terms of how often they post.

Trying new tactics and listening to how your audience responds is the best way to have good communication. Switching things up every once in awhile keeps your community on their toes, and helps you to gauge who's listening and how tuned-in they are. You may have the die-hard fans that engage with just about every post, but then you may see a new fan sneak a comment into the mix - both kinds of engagement are rewarding.

Don't get stale. Tactics for reaching your audience must remain fluid to reflect the needs and wants of your audience - it's a two way street as we push information to pull people in and they push back to pull information out. And don't hold on too hard to the latest Top 10 list - make your own Top 10. And then remake it, again and again.

Listen, Listen, Listen

There is significance in that I have three "listens" in my title.

The first is a give. A large part of working successfully in social media is listening to your audience/community. They will tell you what they want to know more about. They'll tell each other the secrets that you have been wanting to hear but had no place to eavesdrop. They will let you know what's wrong, what's right, and by not speaking up, they'll tell you what doesn't interest them.

Secondly, a portion of that success comes from listening to your peers in the industry to learn new things. What new tool is your competition using that might be of benefit to your next campaign? What can you take from a recent "Top 10" post and meld to make your own? With such a new industry, we're all trying to find what works best, and tuning into those external conversations will keep you in the loop.

Finally, listen to your coworkers. Just because they don't actively participate in social media at work doesn't mean that it's not of interest to them. I'm not a burger-flipper, but I do have an idea of what toppings I'd like to see on my double cheeseburger that, if they were used, could end up being a best seller. I'm lucky in that most of my extended team are personally socially active, so they understand the basics. I am also lucky in that they are also hungry for knowledge and like to share. So give your colleagues the chance to speak - you're no expert (yet) and collaboration can only help.