We’ve all read books or stumbled on to what seemed to be a great web site only to close the cover or our browser and find another topic. Why? Because the content, the story, what we were reading, just didn’t grab us or deliver on our expectations.
It’s not terribly different with social media. If the tweet or the post doesn’t resonate, readers/fans won’t like it or retweet it and eventually, they may stop reading that author altogether. This is one of the major things that makes our roles as social media managers—whether as part of a bigger job or as a dedicated gig—the most challenging, finding what our audience—our customer—will respond to, today, tomorrow and next week.
Ultimately though, it doesn’t have to be that hard, and we can always benefit from experimentation and refinement. Few companies enjoy the luxury of enough budget to do deep customer research, but customer research doesn’t have to be...