Even though the social media is a powerful medium that an organization can use to strengthen its connection to current and potential customers, the social media can also be used in a manner that weakens the connection to current and potential customers; an organization can lose customers from the improper use of web-based and the social media based content.
The fastest way for an organization to lose customers is to publish (post) irrelevant, unengaging website or social media content. Irrelevant content on an organization’s website or social media platforms is considered “Junk Content” by customers, no different than “Junk Mail” that is delivered in a mail box. Consumers despise receiving any type of published content that is meaningless in their lives; they will do anything to prevent its delivery. Customers can easily block an organization’s “Junk Content” by simply defriending on social platforms, or by turning off a website RSS feed.
Klout is an internet based company that measures an organization’s ability to publish website and social media content that is relevant and inspiring to current and potential customers. Among other things, Klout measures how many times an organization’s content has been downloaded, commented on, liked, shared, re-tweeted, etc.; these are all things that internet users do when they see something that is relevant and value- adding to their life. Irrelevant, non-value-adding content published by an organization will not get downloaded, commented on, liked, or shared by internet users; such an organization will have a poor Klout score. Klout scores range from 1 to 100, with 20 being average.
Organizations today need to think of themselves as Publishers! Publishing fresh, relevant, and engaging content is the way to strengthen your organization’s connection to current and potential customers. By completing a profile of your organization’s target market, Nexus Marketing can select and curate content that your website and social media visitors will eagerly consume, like, share, and comment on.