Keep your fans engaging with your brand by doing things such as helping them feel like part of a deeper community or ask them questions that generate discussions.
The introduction of Malcolm Gladwell’s The Tipping Point in 2000 was a tipping point in its own right. Ever since that book was published, marketers have been obsessed with cultivating influencers — those members of the public whose messages go further than most. Experts on social media marketing have a few tips that any brand in any category can use to create a devoted following. Here are a few:
- Dave Balter, the CEO of BzzAgent, a word-of-mouth marketing agency, says the first thing you should do is take stock of your existing fan base. “Understand who is a fan and who is already an advocate,” he says. Of course, there are tools on the market, like Klout, that let you do this.
- Getting people to “like” your brand on Facebook is great, but you still have to generate discussion and activity. A simple way to encourage engagement is to ask fans questions.
- “One quick way to turn someone into an advocate is to ‘bring them into the fold’ and to help them feel part of the deeper community,” Balter says.
- So if you don’t market new computers and smartphones, how do you get people to care about your brand? Jeremiah Owyang, a partner at Altimeter Group, calls this practice “going up to the lifestyle level.”