Slam bam thank you ma’am.
Sounds kind of vulgar doesn’t it? It’s certainly no way to treat someone that we’d want to have a meaningful, fruitful relationship with.
But that might be precisely what we’re doing in our Social Media campaigns when we aim to win as many Facebook “likes” and Twitter “followers” as possible and then fail to provide them with anything that’s meaningful in return. And “meaningful” in this context, means something that the other party wants, needs or values. It’s specific to them rather than something that you’ve decided you want to pitch or unload. It can’t be said often enough:
A Click ≠ A Relationship
At Social Media Week in New York last month, dating was the common metaphor. Digital Marketers, Media Placement Firms, Brands and some of the web’s hottest properties gathered to talk about the industry’s current state and its future. There were stories to tell, problems to solve, bridges to build, and non-stop talk about developing relationships with customers that include both “gives” and “gets.” Throwing the same Social Media campaign at everyone who has agreed to have a “relationship” with you is so yesterday; call it “permission” SPAMing.
Everyone is beginning to understand this and they are looking for ways in which they (or their clients) can connect with customers and be something other than annoying.
Engagement is like Dating
Engaging a customer is a lot like dating, so said the panelists at “Being a Good Date: Applying Dating Tactics to Social Media Engagement.”
Though the Social Media experts (Christina Vuleta Managing Director Perks Consulting, Lauren Perkins CEO and Founder Perks Consulting, Bianca Caampued Co-Founder Small Girls PR, Jessica Massa Author and Co-Founder The Gaggle.com, and Laurie Davis, an Online Dating Coach and Author eFlirt) differed on how they might go about courting the proverbial prince -- one thing was the same -- it depends on who the prince is and what he likes.
One prince might like getting cozy at home, another might be into art and still another might like scaling cliffs. How you appeal to these different types should be different, even if you’re pitching the same product (like toothpaste, mouthwash or ice cream).
Where you find these princes is likely to be different as well (and Facebook is not always the answer), so is reaching them in a way in which they’d like to be reached. A cliff jumper might react to being shocked by an occasional alarming tweet, an art collector might respond better to a particular Tumblr post.