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We Define Our Image Every Day By How We Behave In This Space
April 17, 2018
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There's been a ton of negative thoughts and words flying around over social media - more so over Facebook and the breach of trust.
And while every thought matters and has a great point - I wanted to take a moment to remind all of us why we're even operating in the social space as a brand, and maybe even personally, too.
This was inspired by Lauren O'Neil, an incredible talent at WKQX/Chicago. Lauren is well known by the fans of 101 WKQX for many good things, but the most important quality would be her kindness.
It's so moving every time she goes out of her way to remind the audience they are an elemental part of the station.
It's true many of us offer good will each week - but are we known for it?
Is it a consistent trait?
Do we create goals around how many times each week we can make the audience say, "Holy Crap," because of something memorable we did for them - no matter how big or small the gesture?
Twitter designed a research study with Applied Marketing Science some time ago to help brands understand the power of meaningful interactions and acknowledgment.
It should come as no surprise folks who are treated with courtesy, receive replies in a timely manner and are surprised by unexpected, cool moments are more satisfied with their experience and more willing to recommend the brand.
And it makes sense.
People naturally feel closer to what reminds them they matter.
As we become more connected, the greater the role acknowledgment plays in the audience choosing the brands they will invest their time, attention and money in.
Just look at how people feel when they get that social 'tip of the hat.'
Come at social from the audience point of view.
If we're so busy talking at people, we're not listening. If we're not listening, we're missing opportunity to bolster word of mouth, and ultimately increase interest.
Each person should feel like they got a personal moment with you.
And when you are true to one person at a time, it shows. It cuts through.
People who care start recognizing that.
Many have noted customer service is the new battleground. It's true.
No marketing gimmick will ever stand the test of time the way kindness does.
There's a profound payoff to the intangible exchanges through social. Yet we reap what we sow. And we won't reap loyalty (and listening) if we don't socially invest in the fans.
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