FaceBook, Google+, Twitter, and other social media platforms offer access to customers that has never before been so embraced, inviting, and ubiquitous. It is a shame to watch companies squander this opportunity every day, as I ignore post-after-boring-post on each of these social megaphones. Here are 3 ways (of many) to use Marketing Mojo and reach your raving fans, helping them spread the word about your mission or company:
1. Show some character. If you have a single person or a few people in charge of your social media, let their personalities come through. This is the biggest miss for most companies. I am not interested in a generic question-of-the-day or blanket boring statement about your product or service or a recipe I can look up myself. I want to know what you are thinking about or what you find funny or why I should buy from you or visit your store (hint: a blanket boring statement about your product is not a reason for me to visit your store, nor is a sale unless it is a remarkable one–sales happen all the time, everywhere–boring). Check out the subtle differences between these posts and see how the posts your company pushes align:
BAD: “Summer’s here! What’s your favorite ice cream?”
BETTER: “It’s 80 degrees out! Perfect for ice cream. John’s fave flavor is Rocky Road. What do you feel like today?”
BAD: “Big sale today! All widgets 15-50% off!”
BETTER: “I don’t know what I would do without my widget. When I remember something important while driving, I just use the voice memo button to make sure I don’t forget. How do you use your widget safely on the go?” (In the comments… “That’s a great use for it John! By the way, all widgets are on sale today at our ____ location!)
2. Interact. FaceBook, Google+, Instagram, Twitter, and others offer nearly perfect ways to interact both publicly and privately with your fans (your most important customers). If your profile is set-up not to allow incoming messages or posts to your page, etc., then you are insulting the trust and integrity of your fans. You are essentially saying, “Not only do I not want to hear from you because you might complain or have a question I do not want to be bothered with, but also I don’t trust any of you enough to believe you can be polite and respectful on my page. So screw off. Oh, and buy my widgets.”
3. Diversify or Simplify. Choose one social media platform and lock in on it. Make it THE place to see what is going with your company. Or, choose several platforms but be sure each one has something different to offer. Do not make your FaceBook post the same as your Tweet, your Snap, or your anything else. Let each platform showcase a different side of your personality. For example, use FaceBook to ask questions. Use Twitter to announce sales and share industry articles. Use Instagram to promote pictures of your product. Use SnapChat to highlight short videos of your team outings. You get the idea. Use One for All but don’t use All for One.
I’m not a big fan of posts about timely topics, such as social media, but I love to see great brands succeed. Hopefully these tips help.