Be honest: How often do you fast forward through TV commercials or switch the radio station to avoid unsolicited messages?
Traditional broadcast advertising is downright disruptive, so it’s no surprise viewers and listeners tune out. Social media sites such as Facebook, Google+ and Twitter offer a cost-effective, complementary alternative to this intrusive method. These participatory outlets are not about marketers talking at consumers. Instead they are about marketers listening, responding and reacting while consumers take charge of the conversation. It’s the opposite of singular message delivery through mass media.
Here are five ways to boost engagement with your online fans and followers:
1. Offer coupons or special incentives. If a consumer has joined your community, provide them with exclusive offers and giveaways to encourage repeat visits.
2. Share photos and videos. Great Harvest Bread Co. of North Kingstown, R.I., my favorite bakery, shares photos of breads and treats fresh from the oven on its Facebook page. These pictures show the bakers and ingredients behind the scenes.
3. Run a contest. Giving away a prize improves visibility through cross promotion and creates anticipation.
4. Find your brand ambassadors. Do you have a loyal customer in your network who is not shy about touting your business? These ambassadors can be more influential than a paid employee. Give them a role in your online community.
5. Ask for feedback. Consumers will voluntarily share their opinion when asked. Provide them with an opportunity to do so. Their insight can be valuable to your bottom line.
The use of social media influences consumer purchase decisions. By creating a forum for participation, a brand helps create transparency between company and consumer. Transparency and interaction breeds trust and delivering on promise leads to endorsement. Isn’t that the ultimate goal? To have as many consumers as possible say, “Yes, absolutely I will recommend your brand/product/service to my friend.”
