We’ve come a long way since the first days in Facebook, when social networks were just a network of contacts in your social circle that shared the posts and pictures where they were and what they ate.
When you compare to use social media for those in the beginning or even just the last couple of years, huge changes have been made in respect of the content and features are now focused on monetization and advertising efforts, and not purely socializing.
Overall, these recent changes in the platforms have made it easier for brands—not every day users to share content and reach your target audience. While this has helped the brands their ideas to the masses, supported advertising strategies seem to neglect one of the most powerful sales tools of a brand: word-of-mouth exchange between the network of the consumer.
In the beginning of 2018, however, Facebook went the accusation, announcing plans for the redistribution of Content from friends and family. This change shows how users still appreciate and want to see the Content including recommendations, is available on people in our own networks.
Customer referrals is one of the best ways to support the social aspect of consumer social media stream instead of bombarding them with ads. Some designers try to reward consumers who share brand Messages through their social platforms.
The key is to get users excited enough to provide referrals to their networks by offering a digital rewards in exchange for the post, with the intention of such people in the consumer network will be interested enough to buy the product or to repost their network, to receive the award.
Digital rewards are often very simple to install and most economical way to get consumers interested in sharing news with their networks because they receive some form of compensation for the simple to share with your friends and family. But this share is much more valuable than a coupon or a free digital download that the brand offers. Recommendations from family and friends in social streams is often seen as more authentic than sponsored posts.
Consumers know their friends and families. They are people that they initially wanted to connect with these networks so that their words can carry a significant amount of weight, even if they share the item to unlock the prize. But how can you guarantee that the post is interesting enough to convince them “to share this do?”
The first step is to make sure that you have rewards or multiple rewards which the users are interested in. In short, it needs to be worth sharing.
For independent musicians and authors, it could be a free song or download a book to gain readers and listeners interested in the rest of his collection. For brands and services they can offer instant coupon or digital offer which provides either a discount on a product or a sweepstakes where consumers can enter the contest to win the big prize.
To be sure, the digital reward is of interest to the target audience, brands must use marketing platforms that provide deep data analysis to get real-time feedback about whether the award attracts social media users to share and provide links to your social network.
Second, we need to encourage sharing on various platforms and use key scenes in these shared posts. If you can help users to visualize reward—whether it’s a digital product they will download, or video competition, they will be put in—You want to demonstrate to consumers that they will get if they share the campaign link or content network. These elements can help to interest consumers and attract attention from your followers, increasing the chances of this on your networks as well.
Thirdly, and finally, You should make sure that the content contributes to the organic exchange. You want to allow users to share their messages with friends and family—not where they simply need to copy and paste into the message, but easy enough that they can, if they wish.
If the post looks like a recommendation that comes from the heart of a family member or friend, he claims that a genuine quality that consumers remain interested. It is also becoming less spam-like, but instead feels like a real offer.
Social platforms are changing to support different advertising campaigns, but brands must keep in mind the importance of having regular users share the brand message. When consumers connect and communicate absolutely in exchange for a digital reward, you can keep the “social” in social media, at the same time, the promotion of products through social networks.
Herman DeBoard is the Director of marketing in the social referral marketing platform Grabbr.