Social Strategy Lessons from Kevin Bacon
We’ve all heard of 6 degrees of Kevin Bacon, a game that shows how connected the movie star is to the rest of Hollywood. Since the realisation of our connectedness in the late 2000s, this number has reduced to only 3 degrees of separation from anyone in the world.
Social media is the party that’s bringing us all closer and that brands have been crashing for years now. But our branded communication doesn’t happen in a vacuum. other brands and people are constant distractions to our messages. If you want to be found, you need to understand those you want to find you. Increase your reach by narrowing in on a specific group of people that are a better strategic fit for your mission.
Grounding your strategy
So how do we find this magic group of people to target? Everything you do for your business has to come back to why you are doing this in the first place. What passion drives your brand? Where do you stand now and where do you want to go? You’ll find that your mission will match that of people with similar characteristics or aspirations, and your vision for the future will give you new opportunities to think about tapping into. If all your brand decisions are grounded by purpose, then you can establish a point of difference that will make you to stand out in the market.
Finding your niche
Find your niche is a term that is thrown around so often but is it KEY to increasing the reach and efficiency of your brand’s messages and content. All customers are different, and it is this heterogeneity that must be navigated to pinpoint audiences that have strategic benefit to your brand. Once you understand where you are and where you want to be, you need to do some research into your potential audience. What problems do they have? Who are they influenced by? What aspirations do they have? How do they communicate? In a space with so many different people, find a group whose answers match and align with how you can help them. The whole idea is to add value to your interactions with people. By solving a specific problem for a specific group of people, you are more likely to build a strong and engaged community around your brand.
Creating content strategy without a clear understanding of your audience is a bit like showing up to the party, standing against a walk and spouting about how great you are. No one is listening. Have a strategic plan that is grounded by your mission and values. Find your niche of people that are interested in what you have to say, tailor your communication to satisfy their needs, and keep them engaged by listening and understanding what drives them.