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Why SMM is not just advertising, but interaction
1) Interaction thinking: what changes in essence
From campaigns to service. The feed is not a bulletin board, but a front office: counseling, moderation, assistance, training.
From "report" to "hear." Each post must have a built-in feedback mechanism (polling, form, thread, reaction).
From KPI display to KPI dialogue. Not only impressions and CTR are important, but also response time, the share of solved cases, UGC volume, returns.
2) Framework of strategy: "Content → Community → Service → Product"
1. Content creates context and reasons (news, guides, cases).
2. Community enshrines meaning (discussions, rituals, UGC).
3. The service removes friction (tickets, FAQs, training, help routes).
4. The product is improved on the basis of feedback (a backlog of ideas from social networks).
3) Content as an invitation to action
Replace "looked and left" with micro-actions:- "Answer emoji: what is important to make out in the next post?"
- "Vote: which format is more convenient - carousel or video?"
- "Ask a question - we'll analyze the best in Friday's AMA."
- "Fill out the mini-form: what functions are needed in the product?"
Rule: each material has a logical next step (comment, survey, event entry, transition to guide/FAQ).
4) Community: creating space, not "subscribers"
Roles: Newcomers, activists, experts, moderators. Each role has understandable benefits and rituals (onboarding, "hero of the week," UGC showcase).
Dialogue formats: thematic threads, pros/cons discussions, team briefs, joint challenges.
Culture: zero toxicity, respect for pauses, transparent rules. Strong moderation is the foundation of trust.
5) Service in SMM: where problems are solved
Social support: SLA by answers (for example, ≤2 hours during working hours), scripts for typical questions, escalation to specialized teams.
Knowledge in the public domain: FAQ carousels, mini-guides, video answers to frequent questions.
Help routes: clear links and instructions on what to do in difficult situations (including tools for self-control and responsible behavior where it is important).
6) Feedback → product: how to turn comments into improvements
Collection: forms, threads "offer improvement," once a month - an open survey.
Prioritization: Impact/Cost matrix; quick victories - in the "hot" plan.
Closing loop: "You asked - we did": a post with results, thanks to the authors of the ideas.
7) Directing engagement: rhythm, interactive, aftertaste
Rhythm: alternate between high and low cognitive load (meme → guide → survey → feature story).
Interactive: short polls (15-30 seconds), understanding quizzes, selection of the "A/B" scenario.
Aftertaste: digest of the week, cuts of the best comments, announcement of the next topic.
8) Interaction indicators: what to measure in addition to coverage
Dialogue speed and quality
First response time.
Proportion of questions answered ≤ SLA.
Proportion of cases closed without escalation.
The power of the community
Active share (write/vote/share).
UGC volume/week and its quality (utility).
D7/D30 returns to threads and events.
Content advantage
Searches, saves, transitions to guides/FAQ.
Proportion of "next step" materials and conversions on it.
Product footprint
Number of valid offers/month.
Implemented improvements and their impact (NPS, reduced referrals).
9) Processes and roles
SMM lead: strategy, calendar, tone-of-voice.
Editor/copywriter: meaning, structure, CTA to dialogue.
Designer/video editor: digestible formats, accessibility (subtitles, contrast).
Community manager: moderation, onboarding, rituals, UGC.
Support manager: SLA, knowledge bases, escalation.
Analyst: interaction metrics, reports, hypotheses.
Lawyer/compliance: checking creatives, rules, labeling.
10) Tone-of-Vois and Security
Tone: calm competence, respect, explanation of reasons and rules.
Transparency: explicit labeling of advertising and partnerships.
Responsibility: in sensitive topics - visible disclaimers, links to help, lack of "podzvoratsiya" risk patterns.
Anti-spam: frequency limits, stop words, ban for manipulations.
11) Post templates that trigger interaction
"Parsing the myth": carousel (myth → fact → what to do), CTA: "which myth to parse next?"
"How it works": video 45-90 sec, CTA: "leave the question - let's collect the FAQ"
"Ideas to product": post-brief, form of proposals, promise to return with results
"Digest of the week": the best questions/answers, "hero of the week," announcement of the event
"Open retro": what launched, what did not work, what we change - an invitation to the discussion
12) 60-day implementation roadmap
Weeks 1-2:- Audit response channels and processes.
- Updating tone of voice and community rules.
- Collecting a "library" of quick answers and FAQs.
- Launching headings: "myth/fact," "how it works," "question of the week."
- SLA and dashboard implementation by response.
- The first form of "Ideas to Product."
- The first public retro + "you asked - did."
- Scaling the UGC showcase, the hero of the week ritual.
- Adjusting the content plan for feedback and metrics.
13) Pre-publication checklist
- Clear next step (survey, thread, form, event).
- Visible rules and correct tone.
- Accessibility: subtitles/contrast/timecodes.
- Ad/partnership labeling (if any).
- SLA: Who responds and when.
- UTM/labels for tracking transitions to guides/FAQ.
14) Frequent errors and quick fixes
Error: "post for the sake of coverage." → Fix: each material has a micro-goal of interaction.
Error: viscous answers and long chains of approvals. → Fix: templates, rights to quick decisions, RACI escalation.
Error: toxic threads. → Fix: preventive rules, moderators on-call, slow-mode.
Error: ideas from social networks are "lost." → Fix: a public board of ideas and a monthly update "what they have implemented."
SMM ceased to be just an advertising channel. This is an interaction operating system: you design conversations, help, learn from the audience and improve the product. When each publication leads to action, each action leads to feedback, and each feedback leads to change, social networks begin to bring not noise, but trust, loyalty and growth.