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Achieve the Social Media Sweet Spot by Using RFV

By Sander Biehn | Oct 23, 2014

People frequently ask me for advice about how to use social media to its full effect. The answer to this question differs depending on the business, the target, and what they are trying to achieve through social. Over the past few weeks, I spent some time thinking about the commonalities in each of my answers in order to develop a useful social media framework.

Then, yesterday, I figured it out. I overheard a colleague talking about RFM analysis — you know, the marketing framework for determining customer value — when the light bulb over my head started flashing. We can use the Recency, Frequency, and Monetary model with a little tweaking to become social media super-influencers!!

Let me explain.

  • If we post too infrequently, we are irrelevant. We all know someone who posts great content, but they haven’t posted in 3 months, and even when they do post, it is so infrequent that people don’t notice.
  • If we post too much content, our audience feels like we’re ramming it down their throats. When they feel overwhelmed with content, they stop following us. We all follow people who post too often (I hope you’re not that guy who posts to Twitter every 3 minutes). After a while it gets annoying.
  • If we post content with no value to our audience, people will avoid us. If the majority of your audience follows you for your marketing thought leadership, but you post 300 cat memes to every 1 marketing post, you will find yourself without an audience.

The 3 key ingredients for social media are

  • Stay current
  • Post the right amount of content (neither too much nor too little)
  • Provide value for your audience.

So how do we turn this into a framework using RFM? That’s easy.

Eliminate any of the 3 ingredients and you’re outside of the Social Media Sweet Spot. Finding the Social Media Sweet Spot is where RFV comes in.

 

Now, I can’t tell you exactly what mix will be optimal for you to achieve your sweet spot. You have to figure that out yourself. I will take a moment and give you some guidelines for this framework.

Recency

Think about the last time you wrote a blog? When was the last time you tweeted/retweeted something or updated your LinkedIn status? Make sure you’re participating in the networks that make the most sense for you, and don’t let too much time pass between posts. If your last post was 2 days ago, chances are no one will ever see it. If you don’t have time to post, use a scheduling tool like Hootsuite or TweetDeck.

Frequency

While Recency has everything to do with being seen, Frequency has everything to do with not being seen too much. People who hog the spotlight fall out of favor fast. Think about how often you post content. Make sure you’re not posting every 5 minutes or posting 20 items at 1 time. Spread them out; use a scheduler.

Value

Value is about posting content that is interesting and/or informative for your audience. In order to do that, you must figure out who your audience is, and what you want to accomplish using social. Don’t – and I mean NEVER – post something that doesn’t add value for your audience. You shouldn’t talk just to hear yourself speak, and you shouldn’t blog/tweet/post to make it look like you have something to say. You either have something to say or you don’t. Your audience is smart, and they recognize crap when they see it, so don’t hurt your credibility by wasting their time.

And that’s it! I hope you’re able to use this framework to achieve the Social Media Sweet Spot. I would love to hear what you think about RFV. Let me know your thoughts and questions. Hit me up at @MattApesos or matt@thought-horizon.com.


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