Have you ever been on Facebook and posted a request to your friends to recommend a great restaurant in a city you’ll be visiting? Did you notice ads starting to populate on the right side of your page for restaurants in that city? That’s Facebook’s ad campaign picking up the keywords in your post and giving you what you want. While that is pretty cool in itself, what’s even more cool is seeing how many of your friends like that restaurant’s page. In today’s social consumer’s eyes, the friends’ likes has more weight than the ad itself.
Seeing these ads can entice you to click. Seeing all of your friends likes makes you click almost every time because you want to see what all the “hub-bub” is about. What do these people you trust know that you don’t?
Once you click, If you get there and see the business takes ownership of the page, is active by conversing with its community, dealing with customer service issues, sharing specials, asking questions and truly engaging in its community , etc., you’ll probably look no further. However, if you click over and the page is practically dead and there isn’t even a logo, you’ll probably go right back to your Facebook page and see what answers your post got directly.
The point is, social is just that: social. Social media works because it deals with everyday life and connects people through emotional ties. Social media keeps evolving such as with Facebook’s announcement of Graph Search, the third of its three pillars, bringing the search for people, places and things closer together than ever before. The reason it’s important is that it’s like word-of-mouth on steroids. When you can search to find which of your connections went to Hawaii in the last year, for example, and what their experiences were, what they had to say, etc., you get first hand consumer experience right at your fingertips. That makes Graph Search even more important for brands. Likes and positive comments have never been more important for business pages on Facebook. Sign up for the beta wait list here: Facebook’s Graph Search Beta Wait List
Facebook Marketing Tip for Business: Make sure from time-to-time to post a special just for your Facebook community. They feel special, they’ll get engaged and they’ll share. Make sure it’s an offer of value to get the interest and spread.
Twitter is staying affront by releasing Vine. Vine, an iPhone mobile app, just rolled out last week and is already being used by top brands. Vine allows you to quickly create and share short, looping videos just a few seconds long that captures just the right communication in a playful, quirky way. It’s already exploding and many top brands such as NBC New’s Quick Tour Inside 30 Rock, Behind The Scenes with MSNBC, and Red Vines Product Snapshots are already using it to get messages across. Go to the Vine Blog to see an example of what you can do and grab the Vine App download for free.
Twitter Marketing Tip for Business: Take care of customer service issues timely and professionally. Keep in mind that humans understand human error. Showing your human side gains trust.
Regardless of the social media platform(s) you are using, remember to use visual and engaging content to connect with your audience. Use your audience as an ever present focus group to improve your products and offerings. Share industry tips and become a trusted resource and create incentive-based and rewards-based programs just for them.
The social media landscape is continuously changing. It evolves based on user interest, consumer needs and human intent. Stay up with it and be prepared to adapt to whatever the social future holds.