There are numerous brands in the social space fighting for mind share.
Many failed but some thrived, and there are reasons to explain why.
We read and witnessed several successful brands on social media and all of them seem to have 3 things in common.
These 3 things (rules) are nothing extraordinary, but when followed religiously over a long run, could produce extraordinary results for your business.
#1 Authenticity
Putting your brand on the social media map is similar to attending a networking session. People expect you to speak, introduce yourself and most importantly be yourself. Now imagine someone who speaks in a fake accent and acts like a guest of honor. That obviously turns people off.
Likewise for a brand, being authentic is crucial. The tonality of your messages and the campaigns you run must be apt. More importantly, the brand must speak for itself. Getting an agency as a proxy can only be a short-term solution. In a long run, what we want to hear is from you, not the agents. Don’t outsource your voice.
#2 Relationship
“We’re not here to sell products. We’re here to build relationship.” From a logical business standpoint, that statement sounded entirely stupid. But experience and success examples suggest otherwise.
On social media, building relationships in an authentic approach is top priority. It isn’t about you spreading the message but rather, it’s about transforming your loyal fans and consumers into brand advocates within their network that makes social media powerful and meaningful. Even though our end goal is still sales, it shouldn’t be the backbone of your brand’s social strategy. It’s called social media for a reason.
#3 Commitment
Many brands lack commitment; care and concern are only shown when there is a product launch or an event to promote. So, most fans and consumers only get to see the brand’s “viral” video and corporate messages.
After the promotion is done, the brand’s Facebook and Twitter page remain but not its soul. That shouldn’t be the case.
How P&G did it
More Social Media Business and Marketing Resource
1. 30 Social Media Business Case Studies
2. The Big Social Media Marketing Plan
3. Starbucks’s Digital Strategy & Social Integration
4. Don’t Suffer From Social Media Myopia
5. Social Media Could Be Your Business’s Most Valuable Asset
