4 Brand Approaches to Building a Social Media Community
Brand loyalty is not an easily achievable feat. Every business owner knows the importance of creating a strong community of supporters. Brand personality and surrounding community is a critical component to the modern social marketing strategy.
However, building that community is easier said than done. Here’s a look at the approaches four very different companies took to building their social media communities. With these approaches, you should have a better idea of how you can build a community around your brand, too.
Hootsuite’s power of grassroots
It’s hard to believe that Hootsuite achieved success without spending a dime on PR, marketing, or advertising for the first three years it was in business. How was this possible? According to CEO Ryan Holmes, it all comes down to the grassroots.
In a blog post, Holmes explained how Hootsuite amplified its management product through social media. He said, “When we see a growing organic market, we identify, reach out and build relationships with locals in the region… Sometimes they’re bloggers, consultants or ‘digital influencers’, who become interested in helping us out.”
He continued, “The people on the ground also give us useful information, such as culturally specific norms or nuances (like simple dos and don’ts to avoid cultural taboos), so we can conduct business as smoothly and respectfully as possible.”
TechTagger’s content generosity
Getting volunteers on board early can make it easier to reach out with an authentic message from real fans. If you want those fans to stay on board, you have to think outside of your own interests. Remember that social media is not a substitute for advertising, but rather a platform for conversation and communication with brand loyalists. That is the theory behind TechTagger’s social media outreach.
Community Manager Mike Miles knows that the people who like TechTagger’s Twitter account are interested in more than updates and information on asset tags. As such, he doesn’t spend too much time concentrating solely on TechTagger’s products, promotions, and marketing messages. Instead, he finds relevant news, images, and blog posts that exemplify the personality and passions behind the TechTagger product. For instance, he commented on Amazon’s phone launch from yesterday, engaging with his fans about its features.
The content matches TechTagger’s niche. It’s all about gadgets, life hacks, and the latest tech news. The occasional TechTagger-related post appears when appropriate, but Mike treats social media like a conversation, keeping it varied to keep fans engaged.
Sharpie’s initiative of creating stars out of customers
Sharpie serves as a beloved art tool to amateurs and professionals alike. So, it’s no surprise that Sharpie-made artwork quickly found its place online.
Sharpie uses its Instagram account and its blog to promote the stunning acts of creativity their products helped create. The artwork attracts an audience of artists and art lovers. The accounts also create a sense of “celebrity” potential. Being featured on a major brand’s Instagram account is something worth sharing with friends. The account sparks creative new uses for the brand’s products. This new use for Sharpie increases the customer’s chance of a “celebrity” spot on the blog and demonstrates diverse uses for the marker.
Big Gay Ice Cream’s tip of Choosing social media platforms wisely
Not every company needs to use every social media platform available. That is what Doug Quint, owner of New York’s Big Gay Ice Cream, found when he began promoting his soft-serve ice cream shop.
Big Gay Ice Cream needed a large online following to stand out in New York City’s competitive culinary scene. As Doug told Mashable, “If you’re not comfortable on one of [the social] streams, don’t sign up. I didn’t go on Foursquare for three years because I couldn’t make sense of it for me and how I wanted it to come across.”
Now that they have joined Foursquare, they have gained over 22,000 check-ins from more than 14,000 visitors. Doug’s example shows the positive result of being selective when choosing social platforms for your brand–if you’re not comfortable with a platform, don’t use it.
The Takeaway
Each of these four examples share one common element: the fan’s likes and dislikes remain at the heart of their approaches. Keeping brand loyalists’ interests above pure promotion increases the likelihood of a vibrant brand community. Have any tips that are working for your brand? Let us know in the comments below!
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