Within social media, an example of ‘broadcasting’ would be sharing your blog entries. Some companies do little else. A few of them are very good at doing this, particularly if the blogs are relevant to their target market and are well written, helpful and useful.
Sadly, this is not always the case. You may be aware of some enterprises / brands that churn out huge volumes of blog material, much of which is of little value.
An alternative strategy is engagement. For example, you can ask a member of Twitter a question by sending a Tweet which includes their Twitter handle. They will see that they have been mentioned via ‘Notifications’.
Another example would be the use of instant messaging with LinkedIn or Facebook. As I am writing this post, my smartphone has been pinging, as new instant messages arrive via LinkedIn.
In addition, you can of course Like, Comment or Share other people’s content. I am selective when I do this and I only Like content which is interesting, thought provoking etc.
When I comment on someone’s social media content I am always positive. I am not saying that you should do what I do, and I have noticed that other people can be controversial or negative in their comments. I have always wondered if this works for them, if they have something to market / sell?
An effective strategy is to combine broadcasting with engagement. Yes, I realise that this is time consuming but it beats cold calling, doesn’t it?
As always, I welcome comment and feedback on my posts.