How to crush it on the social media? Today’s customers and fans expect every brand to be on the socials. And most brands are. We are. But, how do our fans judge us? What are the criteria that determine which pages, personalities, or accounts get followed or which brands are cooler?
I have found that there are three critical criteria.
What’s the first thing you notice when you stumble upon a brand’s social page? The number of followers it has? Right! Why do we look at this number and why is it important? It’s important because we unconsciously judge a brand by its existing social reach and authority. The bigger it is, the more trust it has.
If a million people follow a particular t-shirt company, then their t-shirts must be good. So we must also follow them to see what they have got and how can it benefit me! A big follower count matters! It demonstrates dominance and most people want to cheer for the winning player!
Soon after when are back to the reality and the flashing light of big numbers fade into the background, we look for who else is excited to be part of this brand’s community? What’s their story? Who all are commenting and what are they saying? Or, am I the only one excited here until I move on to the next one.
If a brand page has half-a-million followers but no one is talking in the comments, and no one is sharing, then something is wrong. Either the brand doesn’t care about its community or the community doesn’t care about the brand. Either way, it’s just a bunch of inactive people clumped together without their consent or awareness. May be they were bought! May be they were trapped by false advertisements or giveaways! Who knows, but, this brand doesn’t look trustworthy!
Immediately your mind will go, “may be they [these fans] were bought! May be they were trapped by false advertisements or giveaways! Who knows, but, this brand doesn’t look trustworthy!”
So, as a brand, you need constant engagement to sell your story to a new prospect and to keep the current ones engaged! What could be better than to make your community part of your brand’s story? Think about it!
Advertisement vs. Entertainment
Ok, yes, I like these fan pages but that doesn’t mean my existence is for the consumption of their products. We need fun. More of it. The last criteria that we use to filter who to follow and who to unfollow is by how much advertisement they push upon us vs. how much valuable information or entertainment they share that engages me. It’s all about the value add!
What benefit am I getting by following this brand? Are they inspiring me? Do they have solutions or answers to my problems or questions? Are they affordable? Are they high quality and better than their competitors? Lastly, do they care about me as a human being or are they treating us as a marketplace for their damn marketing!?
Lastly, do they care about me as a human being or are they treating us as a marketplace for their dumb marketing!? As a brand, you must answer to these and make sure you are positioned in the best possible way!
Treat your fans with respect and love! If you truly care for them, then show it to them by sharing your best content, information, videos, Infographics, etc. for FREE! Then, go for selling and even then keep it to a minimum! Let your fans come to you for a purchase. You want to pull them with your story, not push them through excessive marketing!
Thanks for reading! You have a beautiful day!