Five Things Remarkable Social Brands Always Say
August 27, 2013
Understanding what it takes to build and sustain an active social fan base is critical to radio, as this space grows and becomes an even bigger part of people's lives.
Memorable brands go beyond the ordinary and create meaningful fan experiences. They know it's about looking further than their own needs and serving fans first.
While social by itself won't grow your brand, taking the time to listen closely and finding ways to build anticipation and trust can differentiate your brand from the pack.
Below are five examples of the "realness" that is required in social –things that remarkable brands always say and do in very indirect ways:
1. "You matter."
2. "You count."
3. "We love your content!"
4. "We see you."
5. "We Will Do Better For You."
It's nearly impossible to build an active social base if interaction is viewed as something you "have to do." If you do not enjoy being social, stay far away from your brands social assets.
Fans will sniff you out because it's just not cool if acknowledgment is a chore.
Social is personal.
The right kind of response will keep your station (and its content) in the hands and the hearts of the fans.
It's interesting because when it comes to building great radio brands, we always work on the fundamentals: research, putting the right people in place, and having a plan. It's intuitive for us to build dynamic radio stations with that discipline.
But when it comes to building social brands, we're not as buttoned up. And radio's approach to social may actually be stunting its growth in the space. Coming at social with, "What can it do for me?" contradicts the true interactive nature of these platforms in the first place.
There's nothing wrong with wanting it to increase ratings but that's like staring at the finish line before starting the race. There must be consistency in making fans feel seen and heard on these platforms in order to earn believability first.
It's not about telling everyone where to go, when to listen or even "mastering" platforms.
It's about mastering behavior – and never missing an opportunity to be good to people
Reach out to me anytime on Twitter @lorilewis.
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