Supercharge Your Brand Advocacy with Social Media
I Imagine attended Wildfire’s Webinar, The Brand Advocate Factor: How Best-in-Class Brands Breed Communities of Advocates That Supercharge Social Media Campaigns. In this day and age, social media is an important marketing tool when used correctly, which means engaging the appropriate users to extend your brand’s reach as far as possible.
There are three types of social media fans that exist: the joiners, the sharers, and the advocates. The joiners are those users who participate in a social campaign – enter, vote, redeem a coupon, etc – but do not spread the word about it beyond their own interaction. The sharers are those users who participate in a branded campaign, then spread the word about that campaign by choosing to share it with their own network; these users extend the reach of your campaign. Finally, the advocates are those users who participate in a branded campaign, share it with their networks, and have enough social influence within their networks to influence friends to convert into participants as well. Advocates extend your reach the furthest and are the kind of users that your company wants.
Activating your fans’ advocate populations can lead to three times more engagement and 13 times greater page growth annually. Here are six of the best practices to supercharge your brand advocacy.
Run multiple engagement applications at a constant rate. It’s important to run a lot of different things on one fan page that a user can interact with. By doing so you will be giving users a variety of ways to engage with them and more things for them to do once they are on your page. By engaging your fans more, they will generate greater activation and are more likely to return to your page.
Use every available opportunity to stimulate interactions with clear calls-to-action. The majority of Facebook users spend 27% of their time on Facebook reading their Newsfeed. Don’t just let your followers skim over your post, engage them! Tell users exactly what they should do next after they have read your post. For example, question and answer is a great call-to-action, or even a simple “check it out” followed by a link. By instructing your user about what to do you are much more likely to engage them in a more meaningful way.
Images, images, images. On the new Facebook timeline screen, images are given an incredible amount of real estate and it’s important to use this to your advantage. Use eye-catching images that take up the most space possible, and always incorporate a picture with your posts when possible. When you post a link, try posting a picture with it simply to draw people’s attention to the fact that you are posting a link. Be careful though, it is never good to post completely irrelevant or unrelated pictures.
Keep your interactions seasonally relevant. Social media is a real-time 24/7/365 medium and should be treated as such. Humanize your brand and ground it in space and time by posting about things that are happening in real time. By referring to things that are happening currently, your brand becomes more real for users and they are more likely to interact with the content.
Mix campaign types and create new offers on a consistent basis. When you keep the same campaign going for too long, people will start to lose interest; users are more engaged when you mix things up. Try to capture different users with each new campaign. Engage different types of users by giving them different things to do.
Extend your social communities across a variety of platforms. Social media marketing is not an effort that is, or can be, limited to one network. By having accounts with a number of networks such as Facebook, Twitter, Pinterest, YouTube, and Google+, you will garner a larger range of users and extend your reach even further.
Not all social media fans are created equally and they can have markedly different impacts on your brand profiles. Follow these six best practices to boost your brand advocacy.