September 24, 2009

These days brands find you…even the wrong ones

Posted in Social Media at 7:02 pm by R

I just got a notice on Twitter that I’m now being followed by someone called “Mark V Tweezers.” It’s a tweezer company based out of Florida. They’re following 595 people, have 54 followers and three tweets.

“How on God’s green earth did you find me and why did you follow me?” I wondered upon reviewing the follow notice.

I quickly scanned recent tweets. Nope. Nothing about grooming my brows. Not even a reference to “pluck” — as in “moxie.” (Though those are both words I should work into my vocabulary more often.)

Nonetheless, this brand found me. But not strategically.

Social media is an opportunity to build relationships with customers in an incredibly intimate way — much more so than some glossy mailer I’ll immediately relegate to recycling without reading. But you have to build the right relationships to even have a chance at developing that intimacy.

So what are the strategic door-knockers for creating meaningful, intimate social media relationships between brand and consumer?

  1. Research your desired audience — Who is actually talking about you/your industry/your category/your competitors? People who care enough to talk about a product, problem, scenario, competitor etc. are more likely to care what you have to tweet (and not block you, like I plan on doing to “Mark V Tweezers”).
  2. Friends in common — Social media word-of-mouth is important. Examine who is following you. Then, take a look at who your followers are following. The reception is probably going to be warmer when you have network connections to vouch for you. Also, take the time to look at who your competitors are following and who their followers are. You want in on that conversation. Speaking of…
  3. Tap into conversation — Are you coming up in conversation? Join it. Bring those conversation-starters into your network.
  4. State your rationale — If you do choose to follow someone you have no connection to, tell the person why you want to hear what they have to say. My attitude about “Mark V Tweezers” might have been totally different if it had been followed up with a quick @ message like, “Enjoyed the link you tweeted about the new post on your blog. Good stuff!” Show me you’re paying attention and why I’m relevant to you and why your brand should be relevant to me.
  5. Check a map — I’m in Arizona. “Mark V Tweezers” is in Florida. I don’t plan on going to Florida any time in the near future. So how am I a relevant follow in terms of spacial relations? If you follow for marketing purposes, be sure to do so with regional appropriateness.

It is now the business of brands to find their audiences and engage them in social media, but it has to be thoughtful. Big, established brands have it a little easier their credibility is already there in many cases. Smaller mom-and-pop brands have to establish their credibility among the people they reach out to in order to obtain any significant benefit.

Quick recap: Research, be relevant, then follow.



1 Comment »

  1. Andrew Knapp said,

    Noticed that you talk a lot about social media in your blog. I came across a new tool recently which you and/or your readers may be interested in. It is a website that allows small businesses to better manager their social media by providing one place to do it all from. Check it out:

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