Kim Peterson Stone, CEO CommonSenseHealth.org
As more and more individuals and organizations become semi proficient on these various platforms (Facebook, LinkedIn, and Instagram in particular) are we destined to endure one long streaming feed of incessant babbling?
Is this the technological equivalent of a co-worker or peer who pipes up in a meeting or at an event, not to add value, but pretty much just to say “look at me!” “look at me!” “ look at me!” ?
There’s an old saying that marketers ruin everything. Having been in marketing for many years I can say that I wholeheartedly agree.
I’ll take it a step further and say that when everyone becomes marketers things get ruined very quickly.
Ouch! What bummer. How DARE I take such a position!
We are all just expressing ourselves, sharing how great we are and trying to make the world a better place.
That being said, I believe we have the ability to make positive change in the world and to provide an income for ourselves and our family in ways never thought possible before and our ability to understand and connect with one another is unprecedented, however, my concern is that we are taking these great gifts and turning them into Andy Worhol’s prediction of everyone receiving their 15 minutes of fame (aka viral posts and viral video...OUCH, did I really just say that?!).
Brands have the ability to build a tribe of raving fans who give constructive (and not so constructive … goes with the territory) feedback which helps to improve processes and products.
A major challenge is that there is a gap between businesses and individuals who are rocking everyone’s world and making social platforms a great place to do research and stay connected and those who don’t get it.
Although technology is moving along at a quick clip, many businesses (and dare I say entire industries) are not.
This will likely cause some pretty big ripples of disengagement from small to very large organizations … creating great opportunities for some and a rude awakening for others.
Here are 5 examples of companies who, I believe, are doing it right. They are growing market share, providing value and creating a brand experience the people resonate with.
PooPourri - The products have cute little names, and they've built their brand on hilarious storytelling with a slightly cringe-worthy vibe.
Innocent.Drinks - They built brand recognition and a culture among their product that customers can relate to. By donating back to the community “keeping grannies warm” Innocent Drinks allows customers to identify with the company and develop a sense of loyalty.
Jet Blue - JetBlue uses Twitter to respond to customer complaints, give updates on flights, and for promotion of special pricing. They are highly responsive on Twitter and Facebook. They creates a conversation with the consumer which often leads to turning negative consumer feedback into strong customer loyalty after making things right.
And B2B on LinkedIn
Hubspot’s Company Page has found a great balance of providing their audience with helpful tips, educational resources, trending discussions, and brand specific content.
Marketo’s Company Page offers unique, industry related, humorous, inspirational and engaging graphics that professionals resonate with. They are great at creating engagement and tell their story in a way that stays true to its vision.
By educating and encouraging employees or TEAM members to comment, share and add to the discussion, visibility and credibility is multiplied dramatically.
I don’t believe that LinkedIn and social media will implode any time soon, but the way I see it (take that for what it’s worth) adding value is pretty darn important. It's not just about collective views and numbers, it’s about building loyalty and impacting the bottom line.
What are your thoughts? Where do you see things going in terms of creating meaningful engagement on LinkedIn and other social platforms?
Tag a business or individual you believe is doing a great job … and if you need help figuring it all out, don’t be afraid to raise your hand for a little help.
Kim Peterson Stone is the Founder and CEO of CommonSenseHealth.org. Since 2009, CSH has been helping clients to establish an online presence via social media.
Kim has built a network of 170,000 + highly engaged subscribers and fans, for herself and hundreds of thousands more for clients.
She speaks on How to Build Quality Business Relationships and Acquire New Clients Through LinkedIn and Social Media.
To inquire about booking Kim to train your team or appear at your next conference or event, please click here and to learn more about how you can improve your presence online, increase customer acquisition and build your brand, click here.
To see all of Kim’s articles posted on LinkedIn Pulse, click here.
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