September 16, 2009
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?
Here is a link to the original article: http://www.davidwmullen.com/2009/09/16/3-things-to-tweet-that-arent-about-your-brand/
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