Back in the late 70’s, the first messages were exchanged on an early online bulletin board and voilà — social media was born. The term may not have been coined quite yet, and a couple decades of evolution were still required to produce what we now refer to as ‘social media channels,’ but the framework was there: communication.
Communication is still the heart of a successful social media network, whether it’s a brief 140-character update or a full-length blog post, but not all of these conversations are happening on Facebook, Twitter, and the like. Social media encompasses a broad universe of individual communities, each as unique as the passion it’s built on. An article from Clickz.com uncovers several niche platforms with discussions ranging from craft brewed beer to challenges facing oil and gasoline rig professionals. These communities are ideal incubators for lead generation.
Why invest time (and potentially dollars) in these vertical sites? Here are 3 good reasons:
There are countless other reasons to get your brand involved with an online community. These sites are generally well organized and searchable, enabling users to easily find individual topics of interest, or even other users. Many sites also support banner advertising, giving your brand a level of exposure that would likely not be allowed on a forum post.
Like any social media network, building a profile and relevant content takes time. If you’re not familiar with the community, do your research before diving in. Which conversations, or ‘threads,’ are most popular? Is there any terminology you need to learn before starting a conversation? Who are the forum leaders and do you need to contact them prior to joining? Once these steps are sorted out, you’ll find that these communities offer rich insight into niche markets where your message can flourish and spread to potential customers – the right ones.