What Is Relevant & Relative?
Lets start with definitions so we can understand the context of relevant and relative social media activities.
- bearing upon or connected with the matter in hand; pertinent to interest of the market:
- something having, or standing in, some relation to something else.
- existing or having its specific nature only by relation to something else;
- having relation or connection to your market.
- having reference or regard; relevant to your markets interest
Now given these definitions individuals and businesses “MUST” think about relevant content for relative audiences they want to reach. If we don’t then all we’re doing is pushing out mass media that isn’t relevant and relative to the audiences attention. Pushing out media that isn’t relative or relevant to specific audiences represents old business models used in mass media. Social media, properly used, represents a new business model that must be built around people’s interest as opposed to the interest of the organization or institution.
Where, What And Who?
In order to maximize the use of social media one must first think about where, what and who. Where, what and who is relevant to understanding the dynamics of your market and how to create attention, attraction and an affinity to people instead of an affinity to your organization. A few details to put things into context:
- Where is an indication of location. Location is an indication of market presence. Market presence is where you want to be otherwise you’ll end up communicating to the wrong market. So where is your market? How can you find them? Answers to these two questions takes knowledge of social technology that will save you time and make you more productive, Where is relevant!
- What is an indication of interest. Once you found where your market is then the next step is to understand “what is the markets interest”. Interest is reflected by traffic, readers and propagation of content that is in context to the markets interest. Knowing what is of interest to your market enables you to think about what do people want to get done and how can you help them do it.
- Who are the people you want to influence. Influence is and always will be part of building relationships. However influence is no longer about mass media rather about “social media” which is relational. Influence isn’t about popularity rather what is the “popular” context which reflects what and where people are looking for answers to satisfy a need.
Where, What and Who are just the beginning stages of laying out an effective social media strategy. Finding the answers requires thinking, use of the right technology and the skills to do both. However, once you gain the where,what and who knowledge then you have to focus on the why, how and when. Unless you learn how to be relevant and relative you are likely to become irrelevant and not relative to anyone.
The diagram below provides the matrix of issues that must be thought out before you decide to engage. Otherwise your engagement may not produce relevant and relative relations.