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Now That We Found Love, What Are We Gonna Do?

By: Guest | June 28, 2011 | 
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Today’s guest post is written by Michael Palko.

Remember that song

“I’m not quite sure as to what is going down; But I’m feeling hunky dory ’bout this thing that I found.”

So what in the name of Dick Clark does this have to do with social media or marketing?  Well, let me tell you.

I don’t have to tell this echo chamber that the use of social media has exploded over the past few years.  Just try to find a corporate website, or print ad for that matter, that doesn’t have an icon encouraging the shopper to like, follow, friend, subscribe to, or stalk them.  “Come one, come all!” Businesses are basking in the glow of the hordes of customers that they’ve attracted to their Facebook, Twitter, Foursquare and YouTube sites,  but as Heavy D asked,

“Now that we FOUND love, what are we gonna do with it?”

It’s not enough to just check that box in the marketing strategy. 

“Engage in social media.  Check”

It’s pretty easy, almost effortless, to gain a following, but what are you doing to KEEP that following?  Folks can just as effortlessly click the unlike/unfollow button. What do you do to keep the love flowing?  Your use of social media needs to be part of a larger company philosophy to gain and, more importantly, maintain a loyal customer base, regardless of what you’re selling. Your social media should not only build love, but also maintain the love.

How closely is your marketing department working with your product management department?  Likely pretty close.  They may even be one-and-the-same.  Are they working just as closely with your customer service and support teams?  They should be.  Who is tweeting or posting the Facebook updates?  Marketing?  The marketing intern?  I challenge you to consider letting multiple members of your staff use the same social media accounts, a COMPANY account, not just marketing’s account.  As a consumer, I would love to hear the many voices of a company in my timeline.

Five Ways to Keep The Love:

  1. Sales tweets about the new account they just won.  It’s their way of tempting me to keep up with the Joneses or making me feel that I AM a Jones.
  2. Marketing tells me about an upcoming product launch.  There’s nothing like building anticipation and dropping incentives on me.
  3. Product management informs me of the product road map.  Let me know you’re forward-thinking.  Plus, I like feeling like I’m an insider.
  4. Customer service tells me about a creative way to use the product.  Good one!  I would never have thought of that on my own.
  5. Support staff updates me about a problem they just resolved and how I can avoid it in the future.  I can learn from my own mistakes, but I much prefer to learn from the mistakes of others.

No matter who is contributing to the timeline, you MUST engage, converse (that means two-way), discuss, entertain and for heaven’s sake, be real with your customers and prospects.  AND it is imperative the quality of your product/service/widget be equal to if not greater than the quality of your social media campaign.  If it’s not, people will see right through it (spin sucks, right?) and you’d better believe they’ll tell their friends and followers, too.

I’d really like to hear from companies that are already doing this and what the retention rate and response of your customers has been.

And if it’s working,

“don’t stop and you don’t quit, you got keep it on and on and on….uh yeah, yeah aye aye, ha ha ha…”

Let us know about what you’re doing with the love that you’ve found!

Michael  Palko has a background in project management, training design and delivery, and online community management.  He has a low tolerance for mediocrity and can occasionally be seen planking the Triangle.

Want to learn more about blog post styles? Join us Thursday, July 14, 11 am CDT for a webinar on Blog Style Guidelines :: Mastering the Lists, hosted by Nate Riggs. Register and details here.

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17 Comments on "Now That We Found Love, What Are We Gonna Do?"

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faybiz
5 years 29 days ago

You can NEVER go wrong with a Heavy D reference, NEVER

jenzings
jenzings
5 years 29 days ago
Good points–I’ve spent a not-inconsiderable amount of time thinking about the long-term efficacy of social media for brands. I don’t follow/fan too many brands, and of those I do, I’ve noticed an increased sense of “uh, now what do we talk about?” There is a sameness to the updates. I’m not sure what the answer is. For example one of the brands I’ve “liked” on Facebook is a national chain restaurant. They have new specials quarterly, so there’s the news feed info for a few times out of the year. But there are only so many “what’s your favorite dish… Read more »
darealya
darealya
5 years 29 days ago

@SpinSucks well…drink ?

SpinSucks
SpinSucks
5 years 29 days ago

@darealya Always!! LOL!

darealya
darealya
5 years 29 days ago

@SpinSucks but I’m not sure @ginidietrich will approve it !!

mpalko
mpalko
5 years 29 days ago

@SamHosenkamp appreciate the mention!

mpalko
mpalko
5 years 29 days ago

@SamHosenkamp now try to get that song out of your head!

SamHosenkamp
SamHosenkamp
5 years 29 days ago

@mpalko That’s the second time today I’ve had a song stuck in my head after reading something!

mpalko
mpalko
5 years 29 days ago

@SamHosenkamp a’right, a’right, hahaha!!

ginidietrich
ginidietrich
5 years 29 days ago

@mpalko I’m so mad at you!

mpalko
mpalko
5 years 29 days ago

@ginidietrich a’right, a’right, hahaha!!

Tinu
5 years 29 days ago

I love that song. 🙂 Ah, memories. Heavy D and the Boyz. That product development tip is a good one. It’s great to feel like you’re on the inside, very true.

HowieSPM
HowieSPM
5 years 29 days ago
Now here is a rational Business Case for Social Media internally. Thank you. I have always viewed them as tools for communication. And since a Fan Page surely isn’t bringing in much business or ever will and twitter can be fun but not scalable, why not use these tools and others to connect departments, share insight where possible (even if Fan Pages and Twitter will usually have minimal impact on sales they are great intelligence gathering tools!) And why not have everyone get this insight vs just one person doing all the work. I have a client in one of… Read more »
mpalko
mpalko
5 years 28 days ago

@HowieSPM Great example of having your Twitter account take on the personality of your brand and not just the one person tweeting.

ginidietrich
ginidietrich
5 years 28 days ago

I’m still mad at you. I’ve had this song stuck in my head for 36 hours now. What’s interesting is AllFacebook just released some stats that only three percent of a company’s fans see their posts. Which means they’re not posting often enough. That and they have NO idea what to post. I like your breakdown of how every department can get involved. It’s not brain surgery, people. It’s CONVERSATION. Something we do all day, every day.

rosemaryoneill
5 years 28 days ago
We’ve been using both our corporate Twitter account and personal accounts to connect more deeply with our existing customers, and it’s been so much fun. In sales, they used to teach you to look around the prospect’s office and make note of their trophy fish on the wall, kid pictures, etc. Well Twitter allows you to do that virtually—you now know that your best customer has a thing for Harry Potter or owns a hairless cat, which can serve as the basis for true connection and conversation. I’m having a ball with it, and my sense is that it’s resulting… Read more »
mpalko
mpalko
5 years 27 days ago

@PatrickSchuerer thanks for the mention

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