Last week, I was asked for ideas on ways brands can participate in social media circles despite the fact that they don’t have frequent new product announcements and company news.
It’s a good question that I think keeps some brands away from social media. They realize that ongoing, consistent participation in social media gives their brands the best shot at standing out and connecting with customers, but they don’t feel like they have enough new things to share.
Since social media is not best used solely as another way to distribute news releases, I highly recommend that you outline the types of content you’ll share in your social media efforts as you develop your strategy and identify the places where your brand will participate.
Here are a few ideas to jump start the discussion. Please share your ideas in the comments.
Loosely-related Valuable Stuff
What is the big picture, end benefit that your brand or product delivers that adds value to the lives of your customers? Relief? Joy? Knowledge? Confidence? Health? Bringing people together? Once you’ve identified your end benefit, share anything in your social spaces that also delivers that to the people you’re connected with, even if it’s momentarily.
For example, SunTrust Bank gives you tools and tips to make solid, confident financial decisions. The company is kicking off its social media participation and one thing it’s doing purposefully is starting discussions around everyday ways to Live Solid. If I worked with a baby products brand, I’d spend a little time every day scouring YouTube and other places to find short baby videos and stories that remind parents why they love being parents.
Industry News
Don’t just share your news. Share news related to your overall industry that your customers might find interesting. It’s a way to keep them informed without it being all about your company.
For example, if you’re in a regulated industry, share updates on proposed, pending and new regulations. If something is proposed that would have a negative impact on the ability of you and your competitors to run profitable businesses, share your concerns with your social media connections. If appropriate, try to inspire and mobilize them to share their thoughts with regulators.
Your Personal Side
People want to do business with people. Actually, they want to do business with people they like. Empower your social media community managers to be human and share tidbits about their daily lives. Ask questions and acknowledge and implement the answers from people who take the time to respond. This helps humanize your brand and create personal connections with current and potential customers.
What would you add? What other types of things can brands share in social media spaces to add value to the conversations?
*Image by Grant Hutchinson.
David spends his days focused on marketing communications strategies and execution. He blogs here regularly about integrated communications, PR and social media.
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We’ve taken to reminding clients to join conversations. One of the best things brands can do is to initiate industry relevant conversations. Ask questions, float ideas, expect feedback.
A major obstacle with many of our clients is there desire to turn social media into a strictly marketing tool as if it’s on the same level as paid media. It’s important to understand that no one wants to be friends with the guy at the party who stands in the corner yelling about how awesome he is. With a megaphone no less.
That is a challenge to change the mindset from pushing messages to collaborative dialogue. One thing I’ve found helpful is to show lots of examples of how other companies are using social media well. Once they see how engaged customers are with those brands, they usually see the value in that mindset change.
Get this question about what to tweet all the time. Great thoughts. One thing I would add is help people. Want to show off your expertise? You don’t have to pitch it…in fact it can be a turn off. Show what you bring to the table — and just do the right thing — by helping people.
Great points, David, and something we all frankly need to be reminded of on a continual basis. I remember when I started the Twitter feed for my old employer, a major Midwest university college athletics department, the push for me to only tweet about what we were doing and push out marketing content was nearly constant. I worked hard to remind those above me that Web 2.0 and the new world of PR and social media isn’t only about US, it’s also about EVERYONE ELSE in our audience, and we need to respect them and provide them with information outside of just our little world. By doing so, we actually help them to make more informed and meaningful purchase and advocacy decisions, which in the long run, I think benefits our organizations and clients far more than simply using TwitterFeed to push out constant marketing materials.
As for what other value brands can provide through their social media feeds, I know one that has worked for me with clients is to provide a different perspective to an issue that has come up within the client’s industry. Add some value to the current audience conversation surrounding that issue, and then, as a means to add value to your client or organization, demonstrate how their services/programs/work could alleviate or address that issue in a new/beneficial way. It’s a means to add value to both sides, without seeming overly pushy with marketing efforts.
Keith Trivitt
@KeithTrivitt
I’m currently creating a social media plan for my company and while I’ve included points about letting personality come out in your communications and treating the audience like humans, not consumers, this entry really just hammers in that point. Your examples are great punctuations to an insightful post!
Great examples of what to tweet when you aren’t talking about your company or business side (which I view as so important to establishing both your personal and professional credibility).
I don’t want to hear from a robot. I want to hear interesting things from a well rounded person.
You mean robots aren’t cool? Just kidding. Interesting things from well-rounded people is exactly what people want to hear!
When you work on the client side you can forget that its not all about your products/services. One way to do this is to look at the big picture problem that your brand tries to solve – and then write about that. But then the trick is to make it accessible – write it as if you were explaining it to a family member.
Great post, as always. The personal side is a tough one for me. I often wonder: How much is too much to share? And what’s appropriate to share? It’s a tough balance b/c you don’t want to share too much — or worse, something inappropriate. Sometimes I think it’s easier and safer to keep it to business and let your personality shine through that way… Looking forward to others’ thoughts!
You definitely have to show some discretion in what you share, but I think common sense for intelligent people suffices. Don’t provide TMI, but I do want to get some color behind your personality, your day, what makes you interesting.
I’d add “get out!”.
Meaning that, once brands identify a territory, the best thing they can do isn’t just blogging IN their blog, but to go out connecting, commenting and ineracting on other social places where it’s target is and where the topics chosen as territory are handled.
This should be done by adding value to the conversation, not by hard promoting blog, product or service.
Connecting is sometimes more effective than writing (posts).
excellent point!
Great post, David. Thank you!
i am working on a research project for a big online media company and have been routinely reading up to 100 blogs a day, and honestly, this is the first one i’ve read in days that wasn’t horrible. Good job david mullen! i’d hire you in a second.
David, excellent post! I work with many organizations who are developing their social media presence and want to include video. Video is an excellent way for people to boost their search engine optimization as it is 52 times more likely to show up on the first page of Google search results, and that is exactly where you want your audience to find you.
I love creating videos for businesses and nonprofits, but I realize it’s a costly endeavor, so I also advise people to find other videos that relate to their company and post or embed them on their website, facebook, twitter, and other social media outlets.
Thanks for the excellent tips!
Becky