A recent study by ad network Chitika suggests that broadcasting the same message across the various social networks may not be the most effective way to engage your customers.
The study noted that the type of information consumed on four popular social networks – MySpace, Digg, Facebook and Twitter – varied by network.
Twitter users were significantly more interested in news, while MySpace users had a penchant for gaming and entertainment. Digg users had the greatest interest in news, celebrity & entertainment, and gaming, while Facebook users were interested in news and community.
Just like your audience varies on different social channels, the information they desire is different as well. So if you are treating all the channels the same way, you may be missing the opportunity to truly connect.
Social media is about creating a forum to communicate with your audience, listening to them, and providing them with information they want to receive. Doing so creates interest, trust and ultimately evangelists.
By engaging your audience with relevant messaging, you can learn what they what they want from your company, what you are doing well and where you can make improvements.
Passive social media gives you the ability to listen to your audience and understand their wants and needs. Listening can help your company become more efficient, more innovative and more customer-focused. And when that happens, both your company and your customers win.
Want to learn how companies like Zappo’s, P&G, Burt’s Bees and others are improving their business through social media? Attend IIR’s Social Media & Community 2.0 Strategies conference. To learn more visit
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