Most social media sites have the same six attributed that make them successful:
They are Fulfilling – in that visitors can easy discover when they can and get immediate delivery of information and actions. Does your website allow visitors to get to what's important to them quickly and understand what they can/should do on your pages?
They are a Rich source of information – all sources of information at your fingertips, no digging around for what's important. How does your website stack up? Do you supply rich data? Can visitors see content, price, availability, images, reviews, comments etc all on one page?
They are very Open - very easy to easy to sign up and start their fulfillment process; how is your sign up process? Can users sign up with with an email address and password or do you want their life story first?
Participation is welcomed - not only welcomed but it is positively encouraged in many ways - reviews, comments, ratings etc Does your site see this level of engagement, so you make users feel that they can contribute and that their contributions are worthwhile?
Remixing the data - many social sites mix up their data a little, so in Twitter for example I can easy find other tweets that the people I follow find interesting. It's yet another example of how social channels are providing a rich stream of relevant data even if it is pulled from different sources. Do you supply just the data that you can on your site or are you mixing it up a little? How about providing news from different news channels for example!
Personalised experience – these social sites are learning from individuals interactions and use that to suggest other things that you might be interested in; they know you are logged in, what you have done in the past and what you might like to do in the future - does your site touch any of that?
I'm not suggesting that your website does all of this - but learn from the social media sites that you use and ask yourself if you can take some of the great elements that you love and put them on your site.
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