Simon Mainwaring | http://www.chaordix.com/blog/2010/10/04/why-brands-need-fan-action-not-fan-acquisition/
Originally posted at SimonMainwaring.com. Follow Simon on twitter
As more brands embrace social media as a marketing strategy, many are racing to establish a sizable social footprint. For their marketers, that translates to creative briefs like, “How can you get me to a million Facebook fans fast?’ or “What bots can I use to fast-track my followers on twitter?” This inevitably begs the question: “What good are a million Facebook fans if they are not engaged and won’t do anything for the brand?’
Brands must work to inspire fan action, not merely seek fan acquisition. A thousand fans that share the same core values, that find a brand’s communications meaningful and that are willing to do, say or buy something for the brand are far more valuable than one hundred thousand passive members. In fact, if a brand is only after numbers, they are not only wasting their marketing dollars but the dynamics of social media will work against them. Consumers now look to brands for transparency, authenticity and accountability . That means a brand must show genuine interest in their community as Zappos, Ford, Dell, Nike, Pepsi, Old Spice and Starbucks have done. If they treat Facebook as yet another broadcast medium and twitter like direct mail, the only thing they will demonstrate is their total lack of understanding of social media dynamics. Leer más “Why brands need fan action, not fan acquisition”