In order to maintain an energetic social media presence and an ambition content posting schedule, sometimes we really need to think that every person who sees and engages with our social posts is a power user; those all-important industry influencers who have the power to make your content go viral.
And while that fantasy can certainly help keep you motivated, it's important to be aware - even if only in the very back of your mind - that it's not really the case. Do I say this to dishearten you or rain on your parade? Certainly not. But it is important to be mindful of the need to make every interaction with an influencer on social really count.
Consider the infographic below from the digital marketing agency mainstreethost. According to the research shown, a brand's biggest advocates have the fewest followers. Also, fewer than 1/10 social mentions will actually come from power users.
So what should a social media market do? First, make sure that you are aware each time a power user or influencer mentions your brand or your brand's category. If you really want to interact with a power user, but they've never mentioned your specifically, keep an eye on their feed for mentions of the industy in which your brand operates. It's a great excuse to tweet at them and get your name in the mix. You should be monitoring those emails you get from Twitter alerting you to mentions, and also set up Google Alerts for your brand name and industry keywords.
Another tool to try is a brand advocacy tool. These products make it easy to automate interactions with your brand advocates and biggest fans, and get more people - including influencers - talking about you. Check out GaggleAMP and SocialChorus as options.
And when you do get mentioned on social media, make sure you make the most of it! Leverage that user-generated content for your own promotion and content purposes.
(Click infographic to view larger)