Social media is meant to be a two-way street. 

Social is a word of many nuances, but the top one from Merriam Webster covers the gist of it: 

“Relating to or involving activities in which people spend time talking to each other or doing enjoyable things with each other.”

Would you go to a party and just talk about yourself and your work and how amazing you are? No. Not if you expect to make, or keep, any friends.

Social media is about human interaction. Common courtesy and engagement isn’t all that different online versus in person.

Social INK is on a mission to put the SOCIAL back into social media. 

Why? Because being social and building a community is the best way for blockchain businesses to grow, gather feedback, and build the best customer-centric project they can. 

Three things which are essential to success in the blockchain space.

Networking Before Media

Social media platforms, channels, whatever you call them now. Websites for social interaction used to be referred to as social networks

Social networks were meant to bring people together, in a social way. The aim was to connect online with people you knew. 

You could catch up with old friends, make new friends, find long-lost relatives and, most importantly, connect with a bigger world. 

Over time, networks became media. It soon became about consuming media, taking fun quizzes online to our heart’s content, and farming in a virtual world, whilst spamming others to join us. Suddenly we started to forget the network aspect. 

And the vanity metrics started to matter more than the actual interaction or quality of it. Don’t get me wrong, we all want to build a bigger network, we just want to make sure we’re doing it with the right people. 

What Does “SOCIAL on Social Media” Mean? 

It’s time for all of us, especially marketers, to take a trip down memory lane. To the days when organic reach and engagement was at an all-time high. We loved it back then. It was almost too easy for brands to gain traction with the right messaging. 

We used to help clients have conversations with their customers and audiences. 

Companies weren’t afraid of backlash or criticism and trolls. 

We simply invited and welcomed a brand’s followers into its community. And we did it with open arms. 

Fade back from the flashback. Social media has since become a billboard for companies to meaninglessly shout at us and simply keep trying to sell us something. People are using it like a bull horn instead of as it was intended. A SOCIAL NETWORK

Why Blockchain Projects HAVE to Be Social

Blockchain projects face additional challenges in their marketing. Trust is a huge element, as is education and information.

Blockchain projects are likely to have a lot of weird and wonderful questions from their audience. If there are ever any setbacks they are likely to have vocal and disappointed followers. 

And the volatility of crypto means projects have to be able to answer questions quickly, build trust, and keep people engaged. Your audience wants you to be available. 

When people see that you are actually social online, you’ll get even more comments, questions, shares, and reactions. 

The algorithms will love you for it.

The feedback you get and the things people say are doubly important for blockchain projects. In order to get the right feedback, you need to have real conversations. 

Don’t turn social media notifications into a one-and-done to-do list. 

Do you reply to compliments with a simple thanks and leave it at that every time? 

You just ended the conversation. 

Imagine that at a party. If someone compliments you in person, do you say thanks and walk away? 

You just did the social media equivalent. It’s useful if you do want to end the conversation (maybe Karen the Keyboard Warrior is a regular you know to watch out for) but every time? What a party pooper.

Every like, comment, and share, is an ice breaker you can use to reach out to someone. You just need to be clever about it.

How Can Blockchain Be More SOCIAL? 

There are a few things to definitely avoid.

  1. Don’t direct message every chat or group member on Telegram or Discord. It looks like spam. You may even get banned.
  2. Don’t copy paste a generic “thanks for following me” message to people on other platforms, either. That’s gross. Again, party scenario – would you feel like you made a new friend with someone who gave the same business card to everyone they saw?

The difficulty in being social is to make sure you’re focused on the right connections and the right conversations. You need to talk to the people who need what you can offer.

If you’re looking for mountain climbing partners, you shouldn’t check your local swimming pool.

To be social online, start with what you got.

Here’s a quick question for you. When was the last time you asked your audience about their opinion on your social channels instead of telling them your own? 

And not just rhetorical questions or pointless poll spam to game the algorithm.

If you’re trying to figure out your perfect client demographic, or the problems your product/service is solving, and you’re not using this opportunity to ask people directly, you’re missing out! 

Don’t Be Afraid to Converse

Another bugbear is people failing to respond or reply to potential conversation starters. Far too many projects are missing a huge opportunity by simply not replying to or engaging with people who comment. 

Some projects are afraid of fallout. Especially in blockchain.

Or worse still, they think one negative comment or conversation in public on these channels will outweigh any possible good that could come from it. 

This couldn’t be further from the truth. 

If there is something negative written publicly, respond to it in the same way you would if it was a customer calling you to complain. By engaging in these situations, you’re showing that you care. That you’re engaged. And most importantly, that you’re listening. 

You’d be amazed the number of times a situation that starts negative can turn positive. 

Divide Opinions. It’s a Good Thing 

Another issue is trying to please everyone. 

It’s impossible. 

In fact, if you’re trying to do it in your marketing, or your business, or your own life, chances are you’re failing at it. And that’s because it’s not how it should be. 

From a marketing perspective, is it better to have 500 people who follow you because they think, “maybe one day this will be useful”? 

Or would you rather have 100 hardcore fans that buy into you, your project, your brand and your mission and values, and think to themselves, “I can’t wait to share this”? 

If you’re so vanilla that you don’t offend anyone, you’re also missing out on the opportunity to connect with people that really share your opinion. 

Divide and conquer is appropriate in this context. Divide opinions. And then focus all your efforts on those that really buy into you. At the end of the day, they’re the ones that will probably become customers. Unlike the others. 

Putting the SOCIAL Back Into Social Media – The Presentation

Our most popular presentation started with a talk we did for a group of startups based at WeWork Labs in London. As our mission is focused on community building and “putting the SOCIAL back into Social Media”, we decided to create a presentation that focused solely on this message. 

I have since delivered this presentation a few times to groups of companies, all looking at how they can develop their business’ marketing goals. I’ve recorded a version for our YouTube channel, that I can share with you here on this blog. 

I hope the presentation resonates for you. But let’s not leave it there. 

If you’d like to discuss how your blockchain project can build trust, grow its user base, and start to put the SOCIAL back into social media, then I’d love to hear from you. 

You can book a suitable time by simply booking a free digital marketing consultation here


Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.