This weeks #Social Media Topic: Connecting With Consumers Through Social Media

Posted: May 3rd, 2010    By: Jason Breed

The title of this post pretty much sums it up.  So often we get caught up in frameworks and checklists and strategies and everyone is running around looking busy.  Meanwhile, back at the ranch where the real work happens, consumers are still being marketed online.  How could this be?

It is helpful sometimes to take a step back and take a look at what you are doing from the outside looking in.  Consider how your consumers view you online and where they view you.  You might begin to understand why your social programs are performing the way they are.  So many strategies stop at the tools so you end up with a blog or a Facebook page and the strategist goes home.  Inevitably the same marketer or communications person does what they know and starts blasting messages.    As a result, the consumers that you were trying to get closer to actually end up further away.  To translate this back into social media jargon, you end up with an audience of lurkers (assuming they stay that long) when you are attempting to get those consumers engaged.

Jake McKee

Jake Mckee’s infamous 90-9-1 pyramid comes to mind.  If you do not make it easy, fast and safe for consumers to engage you will end up with more than 90 percent lurkers trolling your content.  On the other hand, if you take the time to create baby steps of engagement like a simple “thumbs up/down”, share this, or even a one question “quick poll” your audience will begin to engage more.  This helps to establish trust as well.  With trust comes responsibility though.  If you allow members to digitally attack each other via comment threads, etc then you will end up with the same 4 people running your site like street dogs marking their territory on trees.  Curating community content to keep it safe will go a long ways for members to want to contribute and connect with greater frequency.

Once they are connecting with higher frequency, what’s your plan then?  What messages do you want those consumers sharing?  Your consumers have 2 experiences with every interaction they have with you.  Those 2 experiences are perception and reality.   If you ask for suggestions, get them and never respond or even acknowledge them, the consumer’s perception is that you really don’t care.  All of these experiences get crafted into a story that is told and re-told online, at dinner parties, at the gym and anywhere else someone brings up your store, brand or product.

If consumers are your storytellers, then shouldn’t you have a plan to help shape that story every chance you get?  Two main themes are emerging: 1) enable consumers to connect with you more frequently and 2) have a plan in place to help mold their story about you once you do connect.  Sound straightforward?  If it does then you have never had to a) manage a community first hand, b) never been responsible for results or c) all of the above.

By design, our moderator has a lot of experience doing both.  Kyle Lacy is the head of Brandswag and a highly sought after social media practioner for businesses.  Kyle will lead a discussion around how to better connect with consumers by converting more passive consumers into active consumers of your brand and what to do once they become active.  This discussion will follow our weekly Tuesday event schedule taking place 5/4 at noon Eastern.    The topic and questions will be:

Topic: Connecting With Consumers Through Social Media

Q1) What are ways to move customers up the interactive chain from lurker to influencer?

Q2) What’s the value of storytelling vs. messaging?

Q3) How can you get customers to take action on your behalf and tell the story for you?

The event will begin with Q1 at noon eastern followed every 20 minutes with the next questions.  To follow along and add your POV simply track #sm58 via any Twitter client or follow along via our LIVE page.


3 Responses to “This weeks #Social Media Topic: Connecting With Consumers Through Social Media”

  1. 1 Ryan May 4, 2010 at 10:49 pm

    This was an article similar to this one but focus more on the marketing in the 21st century. It will be vastly different. It is a nice compliment to what you just read.

  2. 2 Allen - Personal Branding May 6, 2010 at 10:23 am

    I believe there isn’t definite strategy to all kinds of business. It depends on the product value and market size of your business. The points mentioned above are really considerable as it deals with presenting business irrespective of its category! Building relationships is the complicated process in SMM, hence marketers need to analyze various marketing strategies followed by their competitors!

  3. 3 marc meyer May 7, 2010 at 3:29 pm

    @Allen I agree about watching what your competitors do, but that doesn’t mean duplicating it. Building realtionships is the cornerstone of everything we do, social media or not.

Comments are currently closed.


The Deets

Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.


social media conference

Latest tweet

TwitterCounter for @marc_meyer
Alltop, all the top stories
Add to Technorati Favorites
View Marc Meyer's profile on LinkedIn
SocialTwist Tell-a-Friend

The social me

May 2010
« Apr   Jun »

Mad Props

My site was nominated for Best Business Blog!

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 98,288 other followers


%d bloggers like this: