Not just social: native social
“Social” isn’t everything. And just as merely having a Facebook account doesn’t do the trick, a “Like” button on a website isn’t enough to make a website “social”. The important thing is to make use of “real” social mechanisms, and not just classic online formats copied into different environments without any structural changes made to them.
Our approach “Not Just Social: Native Social” explores the question of what such a “native social application” should look like to be fixed in the relevant mindset of the target group – making corporate communication objectives relevant at the same time.
Focusing on the target group’s “I”
When asking yourself what’s relevant to user behaviour on Facebook, one of the fundamental answers is: the users themselves. Or, even briefer: the “I”. Topics and contents become interesting when “I” find them interesting, when “I” laugh about them, when “I” have an opinion about them...
Native social applications follow the user’s behaviour within the social network; they involve the user's activities while adding value to them and revolve around the user's “I”, so as to give them space and provide positive feedback.
The result: instead of forcing the community to the brand, it’s much more promising to lead the brand to the community time and again. What’s particularly appealing about this is the fact that Facebook makes it easy and cheap for you in so many ways: all the necessary tools exist and can be used for free – comments and surveys, Likes, tell-a-friend … Even conventional users' obstacles have been removed: users are already registered, know how to work the platform, obviously have no trust issues and are linked up with each other. The perfect basis for “native social”.
Optimise your Facebook profile
Want to know more about how to tailor your Facebook profile to your target group using “social native” mechanisms?
