How brands succeed in Social Media
“Social networking and blogging has recently become more popular than personal email, and is growing twice as fast as any of the other four largest sectors (search, portals, PC software and email).” Nielson Media 2009
It’s no secret, nor is it a surprise that brands have been quick to turn to social media in a bid to engage and create meaningful conversations with people online.
Many have done so incredibly well.
However, in the frantic rush to capitalise on the popularity of social networks, most have failed to define a distinct and compelling reason to be in this space… to disrupt and interrupt doesn’t count!
Social media users have very quickly learnt to filter through the saturation of brands and messages, cutting straight to those (friends, and brands) they know, and trust. To become a trusted brand in this saturated space (trust us it’s saturated and also highly unlikely that your competitors aren’t already there), there are a few key rules of engagement.
1. Know where the conversation is taking place, listen & respond
Use tools like Buzz Metrics and Scout Labs to identify where people are talking about you online. Once you know where they are, listen to them, learn from them, and respond if necessary. The open nature of this space means a lack of response shines out and is picked up upon quickly.
It’s far better to actively micro-manage opinion across networks and blogs than it is simply set up a few profiles on Facebook that never get updated.
2. Be worth talking to
OK, so you know where the conversation is taking place, but how do you get involved?
Most brands in the social web bare striking similarities to the ‘dad in the disco’ (at best a little bit embarrassing, at worst can empty the room), however… even the dad in the disco can be popular if he’s buying the drinks!
So be entertaining, exciting, and amazing. Be unique, offer exclusive money can’t buy opportunities, most of all have fun! As long as you respect your audience, you are free to try pretty much anything.
3. Be yourself
Social media is a culture of transparency and honesty that must be embraced. Try to behave less like a company and more like a real person and people will respect you. Saying this
“learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about ‘listening to customers.’ They will only sound human when they empower real human beings to speak on their behalf.” The Cluetrain Manifesto (1999)
If you are a CEO that knows how to blog, do so, even better why not create a network of employee blogs, write about your experiences, what you are working on, what you do in your day to day life. It’s interesting, honest, and endearing.
FINALLY
4. Invite people to get involved
To really engage with people you can’t just talk at them. Invite them to the conversation, think of ways to involve them, and again, listen… Who knows, you may even learn something.
Written for Saint London, for more go here
