Ryan's recent post titled "Disclosure is not enough" outlined considerations for entering conversations on behalf of a brand. Outside of the usual reminders to be authentic and familiarize yourself with the content creator, Ryan also prompted slight consternation through "Make the message relevant, personal, and 'invited.'"
Photo Courtesy: Tracy Hunter
A recent example of a message containing relevancy and personalization but not invitation occurred after I recommended a search plugin via Twitter. The startup responsible easily located my suggestion and sent several messages surrounding new products with praise from other users - obvious attempt to spread adoption of new offerings. Fantastic! I obviously enjoy the plugin (demonstrated through my unsolicited promotion) and am glad the company is still in producing new products. However, immediately responding to my comment presumptively assumes all mentions of your product are potential engagement points.
"But Andy," you might be asking, isn't interacting with customers essential to WOM?" Is this not a good sign for social media adoption in DWOM? Perhaps, but in a situation where no immediate action is required - a simple follow might have sufficed. The gesture of following on twitter (interchangeable with friending, subscribing, digging, etc) informs me that the company was "listening" and establishes a direct line of communication for any future questions.
So as an add-on to Ryan's previous post, I would like to suggest that listening is not enough either. A conscious effort to make "invitation" possible is also required before engagement. Any suggestions on creating an environment conducive for brand invitation?
Photo Courtesy: Tracy HunterCreating relevant and personal messages is easily achieved through listening prior to engaging. Establish custom RSS feeds, delve into search engine results, or peruse archival content on a site - all simple methods for ensuring the message delivered on behalf of a brand is appropriate. However, determining whether or not your message is "invited" is a nuanced practice. Personally delivered "I would love if [insert brand here] would contribute to our [enter content platform here]" requests are rare and difficult to arrange.
A recent example of a message containing relevancy and personalization but not invitation occurred after I recommended a search plugin via Twitter. The startup responsible easily located my suggestion and sent several messages surrounding new products with praise from other users - obvious attempt to spread adoption of new offerings. Fantastic! I obviously enjoy the plugin (demonstrated through my unsolicited promotion) and am glad the company is still in producing new products. However, immediately responding to my comment presumptively assumes all mentions of your product are potential engagement points.
"But Andy," you might be asking, isn't interacting with customers essential to WOM?" Is this not a good sign for social media adoption in DWOM? Perhaps, but in a situation where no immediate action is required - a simple follow might have sufficed. The gesture of following on twitter (interchangeable with friending, subscribing, digging, etc) informs me that the company was "listening" and establishes a direct line of communication for any future questions.
So as an add-on to Ryan's previous post, I would like to suggest that listening is not enough either. A conscious effort to make "invitation" possible is also required before engagement. Any suggestions on creating an environment conducive for brand invitation?
