Continuing on yesterday’s post, I’m sharing 5 more tips that Rachel Gross spoke about at at theISSMM executive event I moderated in February. Rachel, who is the social media manager for Sanuk (a cool sandals company), provided the following tips:
- Make it dynamic. Tell folks what you want them to do! You have to make it dynamic and pull them in. Ms. Gross said she uses Northsocial as a cheap and easy way to create custom Facebook tab. You have 30 days to pull someone in. If you get them an as fan you have 30 days to engage them before you fall off of the Facebook feed. You have to ask yourself, what will you post in the next 30 days that will keep engagement alive. How do you measure your success? Sanuk measures it in engagement not growth.
- Join the Joke/Meme. A meme is “an idea, behavior or style that spreads from person to person within a culture.” Said another way, a is an inside joke. After the popularity of ”Sh** my dad says”, everyone started doing videos on this e.g. “Sh** New yorkers say” etc. Sanuk picked up on this and dig a video “Sh** Surfers say“. (My favorite is “Sh** Yogi’s say”) In two weeks, Sanuk had 175,000 views. The meme already existed. Sanuk figured out how to join it. She said its one of the fastest ways to grow engagement. She cautioned brands to avoid conversations about themselves. It doesn’t always have to be a joke it could be something like “Best things to do with you tax return dollars” if your brand is in finance.
- Know your brand advocates – You need to know who your brand advocates are, where they are and what they do. One suggestions would be to create Google plus circle for brand advocates. Great point! I’m not sure many of us know who they are, although I could probably name two or three for my firm.
- Reward Interaction – She noted that Dunkin Donuts, Sharpie and Zappos all do a fan of the week. She gave an example of Sharpie who used a photo drawn by a fan with sharpie pens as its image on Facebook for the week. Zappos and Sharpie have dynamic walls. A good challenge for us all. If anyone has ideas on for me on this, I’m all ears.
- Give the brand a face. People want to know who are you. Make the brand real by posting photos of yourself. Add your twitter handle. She discussed ComcastCares as one of the original examples of a customer service via Twitter and giving the brand a face. She also noted that you need to dedicate time to do this correctly. You can’t post and not check it for a week.