Well… actually it is pronounced (way-shin), but what is it about this app that is so appealing and what can we learn from it?
To understand what this app is doing that we should do if we want to better utilize social media to reach fans and others; we must first look at what they’re doing.
They strive to understand their audience. Wait… what? They want to know their audience? Yes, they do… Not only that, they try to accommodate them so they never need to leave the app to find whatever it is they’re trying to do. They introduce new functions or campaigns to try and satisfy their audience. One example is the red envelope campaign, in this users can send virtual money (PayPal or Venmo only inside the app) Can you see where I am going with this? If you’re thinking that I am considering this a great way for you to pay me for all this great content…
DING… DING… DING…
That would be cool (just send some bucks to my PayPal), but no. Where I am going is with understanding your audience and keeping them firmly planted within your network. Weixin has done this by integrating all the things users want to do right on their interface, but how can we emulate this?
Being the queen of the world in some not so inconsequential post-apocalyptic author and readers groups on Facebook offers insights to this question. One of the things I say to the minions “ENGAGE!” Talk to them, introduce them to the weirdness that creates the books they love to read. This, in essence, is doing the same thing only in a smaller platform. Creating content that the readers want to see that keep them from wandering off and cheating on us, (ahem, I mean visiting other reader groups).
Applying this model to other social media formats is not difficult. While Wiexin seems to have the market cornered on the “all-inclusive, can’t miss, do everything for everyone and pay the bills at the same time while ordering food and a taxi” app; we can strive to be that on a smaller scale.
How can we be the “all-inclusive, can’t miss, do everything for the readers of the apocalypse, and write books while at the same time trying not to look fake to them kind of author?”
Bottom line is that one key point that many miss the mark on is that tailoring your social media marketing campaign to your audience’s needs, mood, and interests is a must and keep it simple and easy to use.