“Social media is like teen sex. Everyone wants to do it. No one actually knows how,” Avinash Kaushik
There is some truth to what Avinash Kaushik said, but there are simple ways to garner success in social media marketing. Social media has been the hot topic in advertising over the last few years, because everyone wants to know how to use it effectively. Knowing how to use social media successfully is as simple as placing yourself in the shoes of your target audience.
The notion that having a page on Facebook means that people want to engage with your brand goes against the reason social media exists. Social media is inherently in itself social. Social media is conversations, community and self-expression. The brands that understand this idea have answered the question ‘What’s in it for me?’
The easiest way to answer the question ‘What’s in it for me?’ is to offer a reward. A restaurant wanted people to check in on Foursquare, so they offered a simple reward system: check in on Foursquare to receive a gumball. The concept of getting rewarded for something so simple has proved successful for their business.
You may think that someone would want to interact with your brand through social media, but that doesn’t mean they will. Answering ‘What’s in it for me?’ is the only way to have a shot at success, because this is the same question your target audience will be asking themselves before they click like on Facebook, reply to your Tweets or check into your business on Foursquare. This simple question can make or break a campaign.
There are countless examples of failed attempts at trying to make social media work for brands, but there are also triumphs that come from nothing. Many companies are finding success with different strategies, but it all stems back to the same question. Knowing why someone would want to interact with you on social media helps set the stage for an engaged community that is willing to listen to your message.