How good are you at getting people to follow your brand on networks like Facebook, Twitter, Pinterest and Google Plus?
Maybe you find that, despite adding content weekly – or even daily – no-one is really reacting to what you’re saying.
A study by eMarketer sets out nine reasons why customers connect with brands on social media and they are:
1. They are looking for deals or discounts 44.3%
2. They love the brand and want to follow it 36.9%
3. They want to keep up with brand news 27.5%
4. They noticed someone else following the brand company profile 18.8%
5. Others in their social network recommended it 16.1%
6. An ad in print, TV or online led them to it 14.8%
7. It was mentioned in an article 12.8%
8. They have a professional interest 10.7%
9. The company’s tweets/posts are entertaining 9.4%
Are you bearing these motivations in mind or are you just pumping out ill considered “me, me, me” content?
Photo by “Christopher” (here on Flickr)
A Eureka moment came to me this morning as I was fiddling around with my Twitter ‘favourites’ in perplexed bafflement – wondering why on Earth anyone would ever want to ‘favourite’ any tweets.
“Of course! Businesses can use Twitter favourites as a testimonials page,” I exclaimed, simultaneously applauding and reaching round to pat myself on the back.
Except, a few minutes into marveling at the simplistic beauty of my discovery, Google told me that businesses were already doing it the world over. That pesky Google!
Ah well, there goes the Nobel Prize for Social Media. But it’s clearly an idea people like so I’ll share it anyway:
What I’m saying is that businesses and brands should look through their mentions on Twitter and ‘favourite’ the ones that speak highly of them, recommend them or praise them. Why? Because you can link to your ‘favourites’ page from, say, your website and replace your old-style testimonials page with the new Twitter link, calling it “What They Say” or “Testimonials” or something similar.
I have received an illuminating response to my post on regional newpaper giant Newsquest’s new ‘social networking policy’ – from the company’s ‘managing director, digital media’, Roger Green.
In that post, I accused Newquest of potentially turning its excellent tweeting reporters into rule breakers with its ‘retrograde diktats’. The policy was shelved within 48 hours.
When I enquired whether this had been a result of the furore it caused, Mr Green emailed me to say that he hadn’t seen the policy but its critics were guilty of mischievous “Newsquest-bashing spin”.
Oddly, he defended the document using words that were nearly identical to those used by blog trolls ‘Morrow666’ and ‘Doris Archer’ here and here. I wonder how Morrow and Doris could have been so well acquainted with the company line?
Yesterday, I criticised the newly-imposed social media policy of a major UK media group, saying it risked turning its reporters into rule-breakers overnight.
**UPDATE ON 12/8/11, 12.15pm**
The blog post below questions the wisdom of Newsquest’s new ‘social networking policy’, which rules out many of the productive online practices of its journalists. I have just heard that Newsquest has SHELVED the policy in response to the outrage it caused among its own journalists this week. I have emailed managing director Roger Green and James Trudgian, head of audience development, to ask if this is true and why the policy has been withdrawn. I will update again when I have the company’s official response.
This article was first posted at MRM’s website.
Have you ever watched your dad merrily body popping to So Solid Crew on the dance floor, pint of bitter in hand?
I have – and I can tell you it’s about as congruous as the phrases ‘rock’ and ‘social media’ in a headline about ‘financial services’ and ‘compliance’.
Instead of using Twitter, Facebook, YouTube and the rest to shout about their products, many are providing tailored advice and support and building long-term relationships using the technologies.
They are engaging before, during and after the sale.
In fact, the cleverest companies have gone further still and have embedded digital across their organisations to conduct research and gather intelligence, to connect customers who might be able to help each other, to look for new employees, generate growth ideas and much more.
They are a beacon for the public sector.
It occurred to me afterwards that the advice I gave him is relevant to you too whether you are small, medium or humungous; whether you sell shark tanks, speech therapy or bleach.
So here’s the beginnings of a plan for your business – base your programme or strategy on this and contact me on Twitter or in the comments if I can be of further help. If this is useful, all I ask in return is that you ‘retweet’ the post or share it in your preferred way.
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