I came across a great blog post by Brian Solis titled “Why I Don’t Like Your Brand on Facebook” that communicates some important lessons for marketers hoping to increase followers for their brands. Through an experiment, Solis found that very few brands explained why consumers should follow them on Facebook.
His findings point to the reality that marketers, who are used to promoting benefits for their products and services, often fail to do the same for their Facebook pages. I believe this is in all likelihood true not only when it comes to Facebook, but Twitter, LinkedIn and other brand social media outlets. Rarely do I see brand messaging that conveys the reasons I should follow on social media.
Clearly, it’s time to start thinking about social media outlets in the same manner we assess and promote brand offerings. It starts with an evaluation of the content strategy of the outlet and the value that it provides to the consumer. Once that is determined, it needs to be communicated clearly and persuasively. Carving out a clearly defined social media value proposition will go a long way towards gaining an advantage over your competition when it comes to social media.
If growth in social media is important to your brand (and it should be), greater time and resources must be allocated to communicating the benefits of your social media outlets. When possible, create extended marketing efforts that promote these benefits. Go beyond simply: “Like us on Facebook.” Awareness that your brand is on Facebook doesn’t necessarily lead to preference. Consumers can just as easily follow your competition. Give them compelling reasons to follow your brand exclusively.
Of course, sometimes given the marketing piece it’s not possible to go beyond a simple social media awareness building message. The opportunities are sure to be there, however, to begin making the case for why consumers should follow your brand. It’s time to start marketing what we offer on social media.
What do you think?
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.