Social Media Migration: The risk of changing venues
June 9, 2011
Toronto, June 9, 2011 Migrating a social media group from one venue to another, whether it be from a Group to a Page or a completely new platform altogether, risks the possibility of member abandonment. It's true that some members will choose not to go with you. Maybe they don't care, or maybe they have already abandoned you and were there in name only. Either way, the migration must happen and there is very little joy in thinking about the task.
"We worry about losing relationships we don't actually have," says Randall Craig, social media and web strategist and author of the Online PR and Social Media series, "and this causes us to postpone making the decision to move to an environment better suited for our social media purposes." Consider your own social media relationships: Where are they housed? Do they need to be moved? What are the options? Are you happy with the "return on relationships" that you have earned?
Craig suggests the following for those that are considering a move:
1. Do your homework: Spend a few moments and make sure that you are sending your members to the right type of place.
2. Focus your efforts: Forget the fossils, they are long gone. Forget the followers; you'll see them in the new venue. Focus on the fence sitters and give them a reason and incentive to make the transition.
3. Promote the move and destination: Communicate the benefits of moving, and why the grass is so much greener over there.
4. Don't wait: Pull off that Band-Aid and migrate so new members are spared the hassle of transitioning so soon after joining.
5. Make it count: Do not limit the connection between community and sales. Extend your social media marketing goal to include customer relationship management (CRM). If you are going to change the venue, move them into your CRM system at the same time.
Adds Craig: "It's difficult to go from riding high with a ton of "Friends" to a dropping number at the new site, but what you lose in name only members, you will gain in engaged connections."
Since 1994, Randall Craig has advised on web and social media strategy. He is the author of six books including the newly published Social Media for Business and the Online PR and Social Media series. You can check out Randall's blog at www.randallcraig.com.
For more information contact:
416.256.7773 x101 / Randall@ptadvisors.com
416.256.7773 x 103 / Carolyn@ptadvisors.comFor more information contact
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