With all the talk of social media marketing and engaging people where they are, businesses have had to learn the ropes of providing customer service online. However, some have missed the message and aren’t quite getting it right.
Like anything else, there is a science to connecting with people online and influencing their buying decisions. And it doesn’t look like spam. An unwary marketer may see their posts as informative and something that everybody NEEDS to see. However, why should everybody see it? Not simply because it’s there.
The difference social media marketing was supposed to provide was meaningful conversations versus one-to-many advertisements. Simply put, simply stating a sale repeatedly on Twitter to replace a blinking ad in the sidebar of a website rarely gets peoples attention. Unless, of course, the message comes strategically in a stream of other engaging conversations.
Where’s the ads? Somewhere nestled in a comment about the avatars that I’d created, and the avatars themselves. Nobody even felt like they were being sold to, but now they know, hey, Jasmine designs funky little avatars and she’s a brand ambassador because my posts are conversational and usually humorous and colorful.
Each brands communication works a little differently and the way they can engage may vary. There is no room for error in the way of simply posting the same text, over and over, without providing any value to the consumer. Frequency has much to do with it and whether or not you provide anything other than the advert has everything to do with it.
I did a little informal market testing in my Facebook mastermind group and JPMP initiative, Ambitious Diva. What I’d noted after a few months of having the group is that the members who’d engaged in meaningful conversations with the others promotional posts were received far better than those who simply popped in the group to post an ad and leave.
After several months of watching this consumer buying behavior (if only I could measure the actual purchases made through the links), I finally instituted a rule that only allowed one promotional post a month, unlimited posting on a feature called Website Wednesday where each commenter is encouraged to check others links, and bi-weekly posts by sponsored advertisers who must ALSO engage within the group. Hopefully, as a result of these controls, advertisers within the group will get in the habit of leveraging social media for the service, rather than the bombarding of it’s audience.
Have you noticed any patterns in how one-to-many adverts add up next to the customer service related conversations you’ve had online? Is there a particular strategy that works for your brand? Let me know your thoughts.