Do big brands actually have conversations with the people/customers/prospects that friend, follow and fan them? Before we answer that, let’s talk about the dynamics of what we the consumer “feel” if a brand does talk to us. Happiness? A sense of belonging or inclusiveness? What should happen after the like?
What does a consumer want? Do they want content? Do they want to share what the brand says? Do they want something? Do consumers really want the following conversations?
Tom: “Maybe I should buy Famous shoe brand x shoes and walk to work, it would be quicker!”
Famous Shoe Brand: 2 hours later “Hey Tom, how’s it going today? What’s new?”
Tom: 5 minutes later “Not much, got in late today because of traffic”
Famous Shoe Brand: 2 hours later “Really? You’re in LA, was it the 405? What about taking the Santa Monica (10) Freeway east, the Hollywood (101) Freeway north through the Cahuenga Pass?”
Tom: 5 minutes later “Hey yea I never thought about that! Got any free shoes?”
Famous Shoe Brand: 24 hours later…”Nope sorry, but check out our new video and share it with your friends!”
According to eMarketer, Marketers know that building a Facebook page is not just about collecting “likes” but building relationships with fans and getting them to share and discuss brand-related content.
Is the above simulated conversation the basis for a relationship? No, but maybe it’s a start. What might be Tom’s impression of the shoe brand now?
Social has created a situation in which brands are now on the hook more than ever before for creating compelling, sharable, consumable digital content. Yes, at the end of the day engagement wins and brands are competing every day for the eyeballs of their digital consumers who have or haven’t liked their brand. In return they will get the interest and consideration of the user/consumer. Thus brands are banking on consistent, high level, content posted daily being relevant and interesting; and that in return it leads to what?
Leads, conversions and sales right? Let’s not lose sight on why brands are doing this. But those same brands need to understand what the digital, social, consumer’s expectation and motivation is as well.