If you are a business that has been out in the online social spaces lately you probably are experiencing tremendous frustration from trying to keep up with where certain consumers are located online and where to post something so a certain demographic will see it. Seems for many businesses the chase to be social has begun.
With there being so many choices for where consumers can socialize online this endeavor of finding out where everyone current is has become known as the Social Chase.
Where the Madness Begins
Social Chase is what businesses who are attempting to use ‘in your face’ social media attempt to do to find where their consumer is located online. In most cases businesses will take to heart unvalidated reports showing their consumers resides mostly on Facebook, so they post everything to Facebook in hopes these consumer see it. The frustration starts when they find out that their consumer is not on Facebook anymore.
Then they go to Twitter and post something tagging followers on Twitter only to find that person is not there either.
Then they go to LinkedIn to find that the person they are looking for last post was telling people they are using Google+.
Chasing consumers around the social networks is what many businesses attempt to do and end up giving in to posting on all of them which eventually turns into the business owners or executives asking..What the Heck Are We Doing?.
What Causes the Chase
So, why are people moving around the social spaces? I have been hearing for sometime now from people who only use Facebook and Twitter is they are only on those platforms for friends and family. However, over the past year or so more and more of those same people are asking why the post they made on Facebook or Twitter for their Aunt Susie to see was not seen by Aunt Susie? Or, the Tweet they made was either not seen by very many followers or was just seen by a multitude of BOT’s.
This selective distribution and BOT manipulated feeds these social networks use has been going on for a long time and people are starting to see their efforts in these spaces as a waste of time. So these people start looking for other places to go where the distribution of their posts is see or found.
Where the Chase Ends
What is causing the social chase to take place in the first place has to do with Facebook, Twitter, Instagram and other sites, not sharing all of the posts with the people intended to see the posts. This diminishes the value of being on those sites either professionally or socially. What ends the social chase is Google+ with what is now known as social search.
People..the consumers…are using the search engines to find conversations and communities for socializing. Businesses now have to be part of what is found in the consumer’s search. Since the posts on Google+ become immediately searchable businesses should be using G+.
It maybe true your family is on Facebook so you feel you need to communicate with them there, but is the family seeing the post of the family picnic you post last week? Probably not.
It’s time to end the Social Chase by being found in the Social Search.
Let me know how I can help.