It is an interesting topic of discussion which can involve a lot of different arguments. But I feel that it is a question of Chicken and Egg? Which came first? We don’t know but we are sure of one thing that both are important. Both the content and the conversation are the two side of a coin.
Source : socialedge.org
Content gives a context for people to talk about. Without content, there isn’t any subject hence the conversation won’t flourish. Imagine talking with your friends? What is it that you talk about?
Obviously, they are movies, music, people, concepts, theories, relationships and so on. These obvious things that I have listed are content, they provide context to your conversation. As a result of this context, we have conversations and discussion, and by the end of discussion we have a community or friendship.
Community has a life of its own and has its own values. It has been and always be the main goal of any business - creating community. But as I wrote above, community is a result of conversation and conversation is a result of context or content. I hope I made it clear. So is there any point arguing about the content versus conversation? I don’t think so.
Finally our goal in social media is to generate community and good amount of conversation to take your service viral. Viral doesn’t always mean millions of views, even hundred of genuine interests could be considered viral. But the main question remains, how do we generate conversation?
Conversation
Remember, I told you about the content being the context. If you have understood what I meant, you will immediately know that you have to provide enough reasons for your readers to comment on your content. How do you do that? It requires understanding of your services and the kind of community that you want to build.
Now, the question of how to generate conversation is a vague one because there are many ways to influence people.
But there are certain core fundamentals which apply to all the social media activities:
1. Be real and genuine (this point out your content).
2. Have a voice one something (something related to your cause).
3. Be passionate about that something.
4. Lead your cause (show some leadership).
5. Be open to conversation (which means allow users different ways to express to you).
6. Respond to queries and be helpful.
Now these points looks fancy and idealistic, but the truth is that it is the only thing that actually works in social media or even real life. It’s like when someone asks, “What is the secret to success?” and the answer is “Hard work”. It looks plain and un-innovative but the truth is a truth.
Social media also provides a great opportunity to share content, in addition to generating contents. So to end this post, I am embedding a great presentation on How to create advocacy and conversation? The presentation provides a great insights into conversation. Let me know you thoughts on the post and please do share your thoughts on it.
Best regards
Martin Crawford
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