More than traditional wisdom had assumed, many people want organizations and companies in their social networks. New research published by eMarketer reports that more than half of social web users have become a fan or follower of at least one brand, and that twice as many say positive things about those brands compared with those who say negative things.
It makes sense.
As more of our lives are conducted online, our online lives will naturally reflect our daily lives more closely, including the companies, organizations, and brands we like.
But why do some brands succeed in engaging users and hearing positive comments while others do not? The answer might lie in the experiences of those organizations that have examined the purpose of the social web and have made their practices consistent with it.
The least effective (and to users, most annoying) mistake made by organizations new to the social web is the assumption that it is the next form of advertising, like print, radio, or TV. Don’t be that guy.
The power of the social web is not that of a newfangled type of billboard on which to talk about yourself. No, the power of the social web is to get other people to talk about you.
So how can a company, organization, or brand engage its community, fans, or consumers? Here are some tips for simply being social on the web.
(1) Remember that social is about relationships. Strengthen the relationship and trust the user to come back to you when the time is right. To make this case, let’s look at an offline example. My realtor is the best at this. We socialize often and he has never mentioned selling me a house. And this is why he will always be my realtor – because he never treats our social time as a point-of-sale.
(2) Focus on building the brand not describing a product. Simply allowing the user to engage with the brand is enough. At this point, it’s you they want to know. The product can come later.
(3) Fit into the user’s lifestyle. Users come to the social web to enjoy relationships. Don’t rip them from that experience by reminding them of their shopping list. Conduct a relationship that makes the user feel good about you as an element of their lifestyle and your brand equity will grow.
(4) Give the user a reason to engage. Ask questions, distribute value, and describe actions you’ve taken based on their feedback. These conversations will draw their attention without causing them to feel lured into a buying decision. Conversations, not tricks.
(5) Give them something to say. Since the power of the social web is getting others to talk about you, your part is to provide evocative things to go viral about. They’re going to talk about you anyway. You might as well arm them with something interesting to say.
Many will continue to observe as the social aspects of the web evolve. Will people increase their engagement with companies in their social streams? Will companies similarly engage or miss the boat by somehow misunderstanding why people come to the social web?
I’d like to know your thoughts are and will look forward to watching this idea develop in the coming months and years.