Guess What? No One Cares About Your Blog
Most companies like to treat their social media campaign like some sort of a big party. They create a platform or join a platform, announce loudly their arrival and try to look for the most ‘in’ and cool guys around and try to influence them, hoping that they will in turn spread the word for the company. The problem with this approach is that the party is already in full swing, people already have their drinks, and no one was actually waiting for you to show up.
However, comparing that approach to having someone interacting and creating conversations with everyone in the party, the latter seem to do alot better, and there is a reason for that. These are the voices that I often call “accidental spokespeople.” Within them is the real secret to using social media to be a brand that actually matters: offering a real human connection. All the companies that get credit today for doing social media well–Zappos, Dell, Comcast–have all become comfortable with letting individuals from their company become the faces for their brand. So instead of focusing on your shiny new blog or cool new Facebook app–the first thing to do is to figure out who will be the people behind it. Find the individuals who will be interacting on behalf of your brand in social media, and then give them the tools and support to do it well.
Ironically, the thing that most brands have to worry about isn’t negativity (as they often fear), it is indifference. The most common “backlash” against company sponsored social media initiatives are the embarrassing sounds of crickets. No one visits and no one care. However, it doesn’t have to be that way once you understand that the one thing people response to is other people. So, continue to join the party, put on your best party clothes, and start interacting with your target audience.
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