The hidden gifts of social engagement

or — why being on the “nice list” really matters

Social media is the new word of mouth ( everyone knows this ). It’s also got a wonderful and indirect brand awareness effect ( wait, what?? ).

There’s a huge upside to having social conversations — a multiplier of the people you actually engage with.

I realized this effect at a new restaurant with my family last week.

Before anyone spoke to us, I was seeing and hearing how the staff connected with the other patrons — the smiles, attentive body language, easy greetings.

Immediately I felt relaxed, comfortable, and thinking “this is a good restaurant”. I’d never been to the restaurant before and hadn’t spoken with a single member of the staff — but I was already feeling good about the restaurant. I was already thinking about which friends would like it.

The same thing happens in social media.

We are exposed to many brands — some of who are engaging with their audiences and giving that same “these people care” feeling. Arguably 99% of the reason Gary Vaynerchuk is a monster is that he responds all over the place. Even if you didn’t ask Gary a question— you’ve seen/heard his responses and have a feeling for his wisdom, drive, and the value of his business acumen. You want to hear more Gary ( and so you buy his book ).

Signal to noise ratios is a problem in social. As we get smarter about our own filtering ( where do you think Facebook’s algorithm is going? ) we’re going to naturally gravitate to brands who give us that feeling of people who care.

Given all the options for where you can do business — wouldn’t you rather be someplace where the people care?