Social Media are like a town square. A place that people frequent every day in order to meet with their friends. To share their news and exchange opinions about issues that matter to them. To learn about new things their friends like and suggest. Even to make new friends.
So what is the role of brands in that square? How do they fit in a place where real people talk mostly about themselves?
You could imagine brand properties in Social Media, as info-kiosks, set up in the town square. Kiosks that mostly provide information about brands, their products and their services, without actually selling them.
These kiosks might be full of advertising material and promotional leaflets. They might have registration forms for people interested in receiving news from the brand. And they usually let people in the square come into contact with brand representatives, to post questions and other inquiries. We usually call these info-kiosks “Facebook brand pages”!
And what brands mostly want to do in the “square” with their “info-kiosks” is to create big crowds around them, interested in what they advertise. They want to create buzz, and have more people coming in.
So what are the most usual ways they go about it?
Brands like to set up sweepstakes contests in their info-kiosks. They put big signs announcing the prizes, and hope that a big queue of people will form outside, all wanting to participate.
But even after people participate, they quickly go back to the conversation they were having with their friends in the square, since that is the real reason they came to the square for in the first place…
Some brands believe that, if they fill their info-kiosks with interesting and relevant content, people will stay longer and consume it.
But while this strategy will keep some people coming back for more, it’ll only work for users already interested in a particular subject or brand, and won’t easily create buzz in the square, and massively bring new people to the info-kiosk.
Other brands prefer to stand for a cause, and call people who share the same beliefs to sign the cause and support it. Their pages act not unlike the kiosks political parties set up in squares in order to attract potential voters.
Brands could support issues ranging from ecology and human rights, down to the beauty of people with round curves, or support people who love dogs and cats! If you believe the cause, you sign up for the brand that supports it. But again, not everyone believes in the same things, so this strategy cannot usually create big buzz in the square.
So what could create buzz?
There are brands that treat their info-kiosks like attractions in an amusement park! Magical experiences that people go in with excitement and walk out in amazement.
Here we have the kind of experiences you cannot wait to talk about with your friends at the square, and urge them not to miss them. The kind of experiences that leave you with a smile on your face, and perhaps a souvenir that all in the square can see from afar, and ask where you got it from.
We call these experiences viral Facebook applications!
Three steps in designing Facebook applications that create maximum buzz. Continuar leyendo «Social Media Are A Square | via social.ogilvy.com»