Social media is fun, no doubt about it. It helps us connect with others (twitter, linkedin), helps us make sense of the massive amount of information available (digg, reddit), and find the best products (ratings, reviews). For the personal user, social media is fast becoming an integral part of web usage. But for a brand, social media can’t just be fun, it has to add some value for the consumer.
Let’s consider that you own a company and are going to create a Facebook page, Twitter account, or Myspace group. Why would I, the consumer, join it? What is the value I’m gaining?
An example, to highlight the point, are celebrities using Twitter. They offer an inherent value by taking the gossip magazines and making them real-time. Users are interested in knowing what Britney Spears is doing, and so she offers that through Twitter.
Similarly, corporations must isolate what their demographic wants. Is it free pizza for being in a Facebook group? Someone to help when things break? Insider information and updates? Or someone to make a company more personable? Finding what a consumer wants and offering it to them efficiently through social media, leads to a successful campaign.
With this idea of “value added” comes a major pitfall. For every social media site you venture into, the “value added” has to be unique. Why should I join your Facebook page when I can get the same thing from Twitter? On top of that, why would I join your Facebook page, when I get the same thing from just going to your store? The further you delve into social media, the more in-depth it becomes.
Brands need to consider these questions, and realize what they plan on doing before entering the online space. Your “value added” will work in conjunction with your goal, and with that decide your strategy. What can you offer your consumers online, that they can’t get anywhere else?
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