Think Conversation, Not Campaign

The 5 Cs Of Social Media

If you were to ask five different people what the fundamentals of social media were, you’d probably get five different answers. In fact, I asked an entire group of SteamFeed authors and got 9 different answers!

fundamentals of social media

Most of those answers fit into one of the five categories we’re going to go over in this post: Content, Community, Conversation, Collaboration, and Conversion.

Using the 5 Cs together will ensure you’re building the foundation to a solid social strategy.


To me, content is the cornerstone of social media. You simply cannot waltz onto a social network and be successful without amazing content and some sort of content marketing strategy.

Good content is:

  • Valuable
  • Engaging
  • Searchable (SEO, anyone?)
  • Easy to read
  • Actionable (which leads to the 5th C: Conversion)

Actionable can mean several things:

  • Likes, Plus 1s, comments, shares
  • It creates a snackable bite that someone else wants to use in their writing, podcast, study, blog post, etc.
  • Conversion: A sign up, a subscriber, a download, a prospect or a lead

As Keri from Idea Media Girl put it, content is less about you and more about what your would-be consumers are looking for.


Back in February fellow SteamFeed author Linda Dessau of Content Mastery Guide interviewed me on a three-part series. The topic was the 3 C’s of Social Media, but  we were really focusing on social media as it relates to content.

If you’d like to take a gander here ya go:

  1. How to Manage the 3 Cs of Social Media, Part One
  2. How to Manage the Flow of Social Media Conversation – The 3 Cs, Part Two
  3. How to Curate Content for Your Business on Social Media – The 3 Cs, Part Three

Your content is the hook that will draw in the community. Without it, your community will likely be nonexistent, small, or uninterested in what you’re saying on your social media sites.


Once you have great content to lure interested parties to your social pages, you begin building a community.

This is the hard part for a lot of peeps because they focus on the medium (social media) and not the meaning (relationship building).

Carrie with BTC REvolutions hit the nail on the head:

“Be the biggest fan of your fans.”


If you focus on putting people first, it will lead you to do things like:

  • Picking the platform where your target audience is, rather than picking the place you think will work
  • Creating a strategy for disseminating content
  • Testing guidelines that are firm, but fair, to run the community
  • Allowing — and ENCOURAGING — conversation and discussion
  • Celebrating your community members

A good community will help you shape and mould your brand. A good community will spark ideas for new content, and maybe even new products & services.

You’ll know you have a good community when the conversation flows easily (with or without you).


With our tag line being,

“Think Conversation, Not Campaign”

this is probably my favorite C. Conversation drives everything on social media.

If you’re putting your people first — while still trying to get to the 5th C, Conversion — then you should be trying to understand your community. You need to know what drives them, what makes them buy.

This doesn’t happen by sharing kitten memes or quotes from Zig Ziglar. That’s one-way conversation. And while it may be entertaining, it doesn’t move the process along.

As Darin from ZipMinis points out,

“… what we have to say as bloggers is powerful too. You must be in harmony with the audience while highlight your voice and ideas.”


And Kim from Kimberly Yuhl Media Works shows the other side of that, which is also important:

“Stop using [social media] purely as a distribution channel and just talk to people.”  

So how do you play both sides? How do you make it about them but make sure you’re getting what you need too?

Think of it like dating. You’re going to have to “woo” your community with great content and even better conversations. You’ve got to prove you’re trustworthy and more valuable than the next guy or girl.

You’ve also got to prove you’re:

  • Truthful and transparent
  • Caring
  • Helpful
  • Accepting

Emotional marketing comes into play here.

You should be using psychographics — beliefs, feelings, opinions, attitudes, values — in conversation to extract the psychographics of your audience.

The power of taking your would-be consumer’s feelings and putting them to work for your brand can help you make direct correlations to their buying patterns.

Psychographics answer the question every marketer is trying to answer: What do my buyers want?

Once you’re beyond the dating phase and having regular conversations with your community, you’ll get to the 4th C: Collaboration.


Collaboration is where savvy brands are sitting right now.

Look at brands like Target and Urban Outfitters. They are taking user-generated content (UGC) and changing the way their stores are laid out, using customer photos on Instagram, and even changing the way their website looks and feels.

That’s collaboration at its finest.

You have to realize that these brands worked very hard to get there. They started with content, built a loyal community, and started having lots of in-depth conversations.

And it was through those conversations that they were able to start the next level of social media marketing … collaboration.

Dorien from More In Media highlights this when she comments,

” … Great Team … Solid Strategic Plan … Oh, an an understanding of basic human sociology.”  


Collaboration can happen on the backend, the frontend, and definitely through social media channels.

It’s taking those psychographics and doing something useful with them. It’s listening. It’s having more conversations than you’re having now. It’s showing that you listened, that you care, and that you DID SOMETHING about the feelings, opinions and beliefs of your community.

One of your goals and KPIs (key performance indicators) should be to garner collaboration from your customers and community. By meeting this goal, you’ll help make more conversions (our final C).


Finally. We’ve made it to the part that most companies start with. What’s my ROI (return on investment) for using social media?

Conversions take a lot of work.

As Daniel, a Growth Manager of Social Media said:

“Start with a top level strategy … what KPIs are important to you …”


If you can’t see your ROI in the other 4 Cs, maybe social media isn’t the place for you.

It’s this simple: With social media, I don’t think you can have a ROI without a ROC (return on conversation).

You also won’t see a continuous ROI with:

  • Lack of strategy
  • Sucky content
  • No sense of community
  • No efforts for collaboration

Maybe it should be: You can’t have a ROI without a ROCs! Cs = Content, Community, Conversation and Collaboration.

You’re going to have to leave your comfort zone.

You’re going to have to think differently.

You’re going to have to think more deeply about the conversations you’re having online.

The bottom line is that you can’t afford to see consumers as dollar signs. You can’t even “see” them as the avatars that pop up on your social media sites. User1234 isn’t buying your fluff.

If you want to get to conversion, then you’re going to have to work through ALL 5 Cs of social media.

5 Cs of social media

What Cs do you need help with? Am I missing any points or Cs? Please let me know in the comments section below!

See you in the social sphere!

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Brooke B. Sellas is an in-the-trenches digital marketer & owner at @HelloBSquared, blossoming blogger, and a purveyor of psychographics. Her mantra is “Think Conversation, Not Campaign” so be sure to give her a shout on Twitter.

15 Comments. Leave new

Tracy Vides
May 22, 2014 6:00 AM

Wonderful, Brooke! I can’t think of any worthy C that you missed.. :) This is a great roadmap from content to conversion.

Brooke Ballard
May 22, 2014 8:11 AM

Thank you so much, Tracy! I’m really glad you like it. :-)

Ryan Biddulph
May 22, 2014 8:17 AM

Smart Brooke! Content drives the engine. Some social folks see little growth since they bring little to the table.

Thanks for the share!
Ryan Biddulph recently posted…5 Warning Signs that You’re in a Terrible Business PartnershipMy Profile

Brooke Ballard
May 22, 2014 8:30 AM

Thanks, Ryan! I’m with you: Content drives the engine. You just can’t hide behind fluff and meaningless marketing anymore. Things are changing!

Veronica Solorzano Athanasiou
May 22, 2014 10:59 AM

Dear Brooke,

I’m a regular reader and it’s been a while I’ve had anything to add or elaborate on but I can’t not talk about the second C for Community. This is the fuel for the soul of any activity we carry out in our lives and business is no exception!

We’re sociable creatures and even if it’s ONE more person we come across who cheers us up every day, that’s enough to start with and we must appreciate it and grow from there. We sometimes get caught on measuring vanity metrics and feel they’re not ‘good’ enough while we should be focusing on what we DO have rather than comparing with others.

Thank you for being part of my community and letting me into yours, I love your Content, having Conversations with you and other members of your community and hopefully one day we’ll get to the Collaboration and Conversion stages of the process.

Veronica Solorzano Athanasiou recently posted…URLs across Social Media platforms.My Profile

Brooke Ballard
May 22, 2014 11:03 AM


So well said! I sat down and tried to “disclude” one or more of the 5 Cs and I couldn’t. I just don’t think you can have a successful social media campaign/strategy/life without each of them! They are all so important, and yes, the Community is the lifeblood. Where would we be without the people? Buyers? Conversation starters?

Thank YOU for being a part of our community! And thank you for letting me be a part of yours! We learn so much from each other … isn’t that what Community is all about?? :-)

Looking forward to some Collaboration!

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Roslyn Tanner Evans
July 1, 2014 9:50 AM

AsI read this blog/article I do what often happens to me- how do I apply these concepts- the 5 c’s to my small B2C business? I don’t do webinars or have ebooks, etc. I wish sm professionals wrote blogs to help small businesses like myself with concrete ideas of how to apply these 5 C concepts. I am working on the Content Marketing Strategy and participate in communities. Tend to get lost on collaboration and conversion. Most of your readers who commented on this post already know this info. You might look to the audience like myself who is learning how to use social media marketing for our small businesses.

Brooke Ballard
July 1, 2014 10:30 AM

Hi Roslyn! Thank you for your comment. We’re always looking to learn from our audience. These measures are for small businesses, too!

I’ll give B2 as an example: I am the only full-time employee for B Squared Media and we have released 3 eBooks, a cheat sheet, a 30-day (emailed) course, and have produced several webinars. Yes, from time-to-time I had some help (paid and unpaid), but for the most part I planned, wrote, produced and implemented these tactics on my own. It took time and planning, but I knew they’d be an important part of our 5 Cs.

I’d be very happy to discuss with you collaboration and conversion! We have a free 30-min consultation:
And a free Facebook conversion course: that you may be interested in.

Thanks again for stopping by and giving us some constructive criticism! :-)

Roslyn Tanner Evans
July 1, 2014 9:54 AM

oops- I realize this is a blog for B2B, not meant for B2C, but seriously there is a need and I believe an untapped market. In B2B you all talk to one another who have similar knowledge- you just state it differently. Sorry for the rant, its just frustrating that so few sm professionals talk to those of us who do not know and want to not to become sm mgrs but to manage our own business.

Brooke Ballard
July 1, 2014 10:31 AM

I completely understand your frustration and know exactly how you feel. I was in your shoes a mere two and a half years ago! My best advice is to focus on the positive, learn from those who are willing to teach (and expect nothing in return), and be consistent. It will come. :-)

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