More and more brands are truly embracing social media as an important component of their overall marketing and communications strategy. That’s the good news. However, unfortunately too many companies are focusing on the wrong metrics when it comes to gauging the success and business value of social media initiatives. Sure, it’s great to have hundred of fans on Facebook and followers on Twitter. But where’s the benefit if fans and followers aren’t engaged with the brand?
Companies must do what they can to inspire engagement and action from their fans – focusing on fan acquisition is simply not sufficient. One hundred engaged fans who can relate to a brand and share it’s core values are more valuable than one thousand passive fans. They’re more likely act in favor of a brand – speaking not only with their wallets, but also through recommendations to friends and family members.
Consumers are looking for companies to be more human-centric, and to show interest in the communities they already participate in. Companies that are currently doing a great job of this include Starbucks, Zappos, Converse and Lululemon. They realize that Facebook, Twitter and other social media platforms are not broadcast mechanisms. Instead, they leverage available tools to build genuine relationships with their fans.
How are the relationships built? By providing a fair exchange of value. Companies must offer something meaningful to fans and followers, perhaps product, service or cause related, that generates goodwill and entices the community to spread word-of-mouth.
It’s not about numbers, it’s about relationships. Genuine relationships that will enable a community to grow and prosper.