Connect an Audience to the Brand (Week 3)

Building an audience for you brand provides a greater opportunity for social media success. Employees can garner positives for a brand, and according to Best-Selling Author Dave Kerpen, employees are actually the most important audience, because they can help promote and raise brand awareness. A company stands behind its product, and it’s beneficial if there employees do the same. At the same time, can relying on your employees to bolster your brand actually harm it? What if an employee unintentionally sends the wrong type of message to the consumers? To me, it seems that although employers can endorse the brand, it’s more realistic when the “average” consumer does. These social media users respond to brand content more meaningfully when they can relate to previous viewers, or the average consumer.

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The best way to go about building and maintaining a positive social media profile is to engage your audience with fluent content that they can connect with. It’s beneficial to approach it with an attitude that you are promoting yourself to be “voluntarily” followed. There are so many profiles out there; standing out above the rest is how you can find yourself atop of this social media realm. Incorporating a strategy and sticking with the trends will allow for this success. No one is forced to follow or promote anyone; they do it because they feel that connection or inspiration with a profile. Consistency is also a huge factor in building a profile. The audience is targeting you for a reason; if you are all over the place in your beliefs, then it’s hard for them to see what type of message you are trying to send.

The Conversation Prism stimulates the important moments in the evolution of social media. It gives insight into what social media platform is experiencing the most user responders. Is it a good idea for a company to follow this Conversation Prism in order to stay atop the social media market? I would say so, its priceless information to know what is currently on the popularity charts, so a profile’s focus can be on a specific social platform to gain active followers. The Conversation Prism has proved itself to brands, who continue to make it a vital part of their social media strategy.

Guy Kawasaki says, it’s best to find the right social network for you. Is it “smart” for a person or company to focus solely on a network which they are receiving the most hits, or should they still maintain activeness and consistency on other platforms?

Successful communities take time and investment in real people and can’t be built overnight. What tool or method do you use to measure whether you achieved your target goal on a certain social media platform?

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12 thoughts on “Connect an Audience to the Brand (Week 3)

  1. Thanks for Reblogging..

  2. Hey Gavin,

    Great post.

    I thought Guy Kawasaki brought up an interesting point about businesses choosing the “right” social media platforms. I don’t think the decision is that easy. I believe Facebook, Twitter, and LinkedIn are essential for nearly every business. These three are established and have large fan bases. A business could easily make the mistake of finding a social platform on the Conversation Prism only to have it disappear six months down the road. There are many obscure websites I had never heard on the infographic. While businesses shouldn’t spread themselves too thin, I believe Facebook, Twitter, and LinkedIn are the most important and is where most businesses should start. Do you think any social media platforms are essential for every business? Why or not?

    Thanks!

    • I think the 3 you mentioned are all necessary to any brand. I also see Pinterest, Google+ and Instagram as some of the essential sites in the future. You mentioned a platform that might “disappear” in a short period of time. This is why I like sites that have proven they can get users to be involved. These are the sites I prefer, because since this entire phenomenon is based off of being “social,” I want to be on the platforms with the most users.
      Thanks for you comment, Sean.

  3. I don’t think a company should join a social channel that might not be right for their business. Also if they can’t dedicate the time to that channel then they shouldn’t be in the space. Effort should be put into what gets them the most bang for their buck.

    A lot of the times I haven’t set goals for certain posts or the goal is just an overall goal to increase followers or likes. I’m quickly learning that it isn’t about the number of people who follow you but about the engagement taking place. Facebook provides pretty good tracking stats for posts and I’ve been experimenting with the paid version of Sprout Social to see the analytics around social content.

    • Hey Stacy, I have also noticed myself how beneficial analytics are to a social media profile. Prior to this class I never thought much of it, but it’s a necessary tool for any brand. I agree as well on your getting the most “bang for your buck.” With all the social media platforms out there, finding one that is best fit for your brand and ensuring it runs smoothly is a good idea.
      Thanks for your comment!

  4. I’m in agreement with Stacy that businesses shouldn’t use social platforms which aren’t right for their brand/organization.

    It just doesn’t make sense for companies to focus their energy on being everywhere if the social media platform doesn’t extend the brand’s reach. Can a dentist use Pinterest to build brand awareness? Sure … but can the dentist do it effectively? I think that’s the $50,000 question. But can a dentist really make an impact focusing on Facebook? Absolutely.

    I think there is a perception that if a organization isn’t on a certain social platform they aren’t being social. Not true! Sometimes less does equal more. Narrow the social media focus by adding more (and better quality) content.

    Thanks for the interesting blog post.

    • Exactly, Dave. Providing excellent content and keeping it consistent will allow a brand to excel on social media. At the same time, only focus on the platforms where you can provide this excellent service. It’s better to be strong on a few platforms then weak on a bunch of platforms.
      Thanks for your reply.

  5. Hey Gavin,

    I agree with what Stacy wrote, if the content you have isn’t right for a social media platform, just stay away from it. For instance, right now I don’t have the time to create videos and dedicate a lot of time and creativity to that, so I don’t partake in videos. Even though I know so many people think it is the way of the future, I personally know that I can’t make something great, so I shouldn’t partake. I think it is better to focus on a few platforms that you can create good content on rather than throwing things out and seeing what sticks. Great post!

  6. Hi Gavin, I loved your post! I am with the majority in that brands shouldn’t use social media channels that do not apply to them. Some businesses seem to think they should have an active presence on everything – even if it doesn’t make sense to their message or brand. Why would a bank need to be on Pinterest? It just makes no sense.

    I use SproutSocial to measure engagement on Facebook, Twitter, LinkedIn, Google Analytics, and Google+. It runs detailed reports on everything – from response rate, to click through, to sharing statistics. It’s really great. Pinterest just came out with Pinterest Analytics, so I am interested to see how well that works.

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