It's not manipulative because it's about what you do, not what you say. It's about what you do and what that says about the people who like you for doing it.
Jeff: I see and hear stuff like "Like us on Facebook!" or "Follow us on Twitter!" all over the place, and I always wonder what the business is thinking. Why would I? You haven't given me a reason.
And I'm immediately turned off when I have to "like" a business to get a discount or special offer. But maybe that's just me.
I wouldn't feel a connection to the company. It would just be a a transaction. "Here's my like, now give me my discount."
Shama: There's a much better approach that doesn't require incentives or promotions. (Although there is nothing wrong with either.)
I was speaking at a real estate conference and a number of people said they were frustrated because they had created social media platforms for their real estate businesses and nothing was happening. The problem was they had sites... but those sites didn't say anything about the people they wanted to engage.
But if they changed their focus and created a site like, say, "Why Dallas Rocks," and it was powered by Dallas Realtors... then you can get likes because it says a lot about me: I like my city, I like my community... and I like you for getting that.
The same is true for a wedding site. Say you sell bridal gowns--how many people are going to follow you? Change the focus. Create a site like "All About Brides," or "I Can't Believe I'm Engaged," or "OMG I'm Engaged!"... powered by Downtown Bridal.
Which will get more likes? The site focused on showing people what you are, or the site focused on what brides feel about themselves? Brides will want to connect with you when they know you get them.
Jeff: But what if I'm in a service business? What if my business isn't so much about products but about, for want of a better way to put it, me?
Shama: The same principle applies; in fact, when people are the focus it can be even more powerful.
That's why letting people connect with the CEO works so well. It's an extension of your brand. It's a relationship. Who would you rather connect with, a company or a person?
And that's why I resisted creating a page for our agency for a long time. I finally caved in when we decided to use it for customer service and answering questions. But it proves my point: I have over 200k Facebook subscribers, and our agency page has a few thousand. People like being able to connect with the CEO.
People want to connect with people. When you connect with a person at a business, it's like you know someone there. That's really powerful.
Jeff: Now put it into action. Tell me what to do.
Shama: The key is to forget what you want to say about yourself. Think about what your customers want to say and feel about themselves.
1. Start with your customers.
Forget your brand. What do your customers see as their brand?
Forget your messaging. What is the messaging of your audience?
For example, there's an Italian restaurant nearby. The interior is splashed with pictures of the owners, their families, and generations of people who have eaten there. They encourage customers to put their pictures up. When you walk in you instantly know they care about family, about tradition... you can tell family means everything to them.
People who care about family connect with the restaurant because it says something about how they see themselves.
Think in broader terms. How do your customers see themselves? What is important to them?
2. Create a platform that integrates your customers' brand with what you offer.
One of our clients runs chiropractic clinics. Many of their patients were injured in accidents. So they built a "don't text and drive" platform. They've created an entire campaign around preventing accidents. They frequently speak at schools and community events. They even created a pledge people can feature on their profiles to show it's something they care about. It's like bumper stickers on steroids.
The community cares about protecting their kids and, be honest, adults, because everyone is guilty of texting while they're driving. Our client cares about it, too. And they prove it.
Or take American Express: Who would join a social network for a credit card company? No one. So Amex built Open Forum and created a community for small business people who need information and resources. They do crazy numbers. If a credit card company can do it... you can too.
Determine what you stand for, blend that with what your customers care about, and find the right balance point.
3. Be part of a movement.
Marketing has always been about you: Your needs and your objectives.
Of course the goal is to get leads and sales, but with social media you should look at something bigger, become a part of a movement... be part of something your audience cares about.
Then you get more than bottom line results: You get to be a part of something bigger and more meaningful.
The Dallas YMCA did a campaign featuring stories about their members and how the Y changed their life. In effect they created a collage of beautiful stories and pictures. Those stories mean something to people. We all want to change our lives for the better and to be around people who feel the same way.
Bottom line: Don't mistake the medium for the message. That's not what it is.
Find a way to be of service--and to be a part of something bigger than your business.
