The Audience Has an Audience
The proliferation of social platforms and the explosion of content has given what was once considered a passive consumer audience a voice and audience of their own.
Thankfully “Internet enthusiast” Kenyatta Cheese knows how to navigate the never-ending conversation between brand and audience (and the audience’s audience) by offering up a number of best practices for steering the dialogue.
1. People Are Not the Brand
Your brand isn’t just the content you create — it is the conversation that happens about and around your brand, and fans are the ones who make that conversation matter. Instead of focusing on the story you’re telling, focus on the way people are reacting to your story on social media. Celebrate their passion! Encourage their conversations and reward their efforts to create their own content to spread your message.
2. Three Types of Fans
There are three types of fans — passive, active and super. Passive Fans watch from afar and don’t participate in the ongoing discussions taking place on social platforms and elsewhere. Active Fans communicate with all fan groups and help convert Passive Fans into active Fans. Super Fans only communicate with other Super Fans so while instinct might tell you to focus on your Super Fans the real power is in Active Fans. They have the most potential to reach people who aren’t already followers.
3. Fan Ecosystems
Let fans have their own social spaces. Don’t invade their privacy. Create and promote authentic content and allow them the freedom to share it in their own way. Fan communities are organized around and driven by love. Enrich the fan ecosystem — don’t interfere with it. If you let people play with your brand, they will.
4. Mind Your Social Media Manners
People can sense fake enthusiasm. They know when they’re reading scheduled tweets. Make sure the person running your social media has an authentic, passionate voice that will resonate with fans. It’s much easier to find a voice with a smaller brand than to move the heavy machinery of a giant brand at the speed of Twitter.
5. Embrace What Makes You Unique
Every brand evokes a different set of emotions. The voice of the CIA’s Twitter, for example, cannot sound the same as the voice of Doctor Who’s Twitter. Instead of mimicking the voices of people who have succeeded at brand-building on social media, figure out what makes your fans special and start a conversation with them in a new way.
Kenyatta Cheese joins us on Wednesday, March 25th at 12:30pm EST for a live, online panel to discuss the potential and pitfalls of the audience having an audience through social media. RSVP and submit your questions HERE.