BUILDING A FAN BASE FOR YOUR BRAND ON SOCIAL MEDIA
For decades, traditional advertising appeared as an interruption to daily life. Television and radio, billboards and magazine inserts were all about grabbing your attention during otherwise routine activities: the ad itself was never the destination.
Until the Internet.
Today, social media channels, while not ads per say, have provided a venue for advertising that audiences have voluntarily chosen to be a part of. Consumers have adopted brands as part of their identity. They have become fans.
This is not to say disruptive advertising is a thing of the past: most advertising is still an interruption (and it probably always will be). If you’re new on the scene and trying to get people to know who you are, you have to say “hello” somehow. But once people have shaken your hand (i.e. opted-in to your social media channel), you’re no longer working with a cold audience. You’re speaking to people who have chosen to listen to you.
You have to prove your value to them. And that means NOT treating your social media like an advertising feed.
AVOIDING THE HARD SELL ON SOCIAL MEDIA
In order to have an effective presence on social media, you must stay focused on your audience. They are not interested in a relentless stream of sales pitches.
Imagine you are a tire company. You could waste a lot of time (and money) on social media pushing a lot of coupons and sales that will get exactly zero people excited. Why? Because no one buys tires on impulse. They are in the market maybe about once a year or so (per vehicle they own), or seasonally depending on your climate. If you’re trying to convince them to go buy tires TODAY, you’re wasting your breath.
Instead, you want to be sure that on the day they choose to go buy tires, you are the first company that comes to mind. And you do this by establishing trust and providing value up front. For instance: You could put out tips for how to check your tire pressure, advice about which tires will work best for your climate, and safety infographics about how keeping your tires in good order will help prevent accidents.
And then, when Fall rolls around and the opportune moment arrives, you can promote a special sale on winter tires. Because by then, not only do you have their trust, you’ve earned it as well.
RESPECT YOUR AUDIENCE
Cultivating a fan base is about putting them first. It’s about showing them you’re worth their time by giving them value and not asking too much in return. It’s about the relationship you’ve built with your customer, about dialog, and about being a good listener more than just a good talker.
Because in the end, social media is about people. As in: real human beings on the other end of that Internet connection who will be liking, sharing, and retweeting your brand pro bono, simply because they love you and they want other people to love you as well.
Treat them well.