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Social Media Marketing: Why Canít I Get My Customers to Engage? by Brent McLean

Friday, April 16, 2010 General News J E 4
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With the current stampede to get on the social media marketing bandwagon, many companies find themselves surprised by the lack of customer engagement on their newly minted Facebook, MySpace, Twitter, or YouTube sites. What happened? If you build it, they will come, right? Wrong. Many brands treat social media as one more channel to blast their one-way message at customers. This method worked in the days of TV because you essentially had a captive audience. Their program was interrupted, and they could either get up for some cheese doodles or sit tight and watch your commercial. Social media offers no such advantage. People come to your social media site if they want to, or they donít come at all so a solid social media marketing strategy is critical to success. Marketers inevitably develop a case of marketing myopia around their brand. If I get up every morning and go to Widget X Incorporated, then I tend to think about Widget X a lot. And every time there is the slightest bit of news around Widget X, Iím very interested. In most cases, your customers are not nearly so engaged with your product or category as you are. So what are your customers looking for out of your social media marketing initiatives? Fun, value, and relevance. A good social media strategy should address these categories. Fun: Do you have games, videos, funny pictures, or other content that will make people want to come to your page and share what they find with their friends? A successful social media strategy attracts users by entertaining them. Value: Do you offer coupons, freebies, hold sweepstakes and contests, and provide useful information? Social media thrives on the Ďgive something to get somethingí idea. Relevance: Are your pages relevant to your target audience and their lives, and not only to you? Your social media strategy must ensure that your brand is relevant to what youíre offering or your prospects will purchase elsewhere. AlterSeekers is a brand promotions agency in New York focusing on promotions consulting and planning, web strategy, social media and social media marketing (including Facebook strategy), go to market strategy, and overall strategic planning. For more information see www.alterseekers.com.
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