Facebook, Social Media

Social Media Isn't For Ordinary People

As a black person, I’m embarrassed. As an advertiser, bravo!

As a black person, I’m embarrassed. As an advertiser, bravo!

Let me be the first to tell you, in case you hadn't already heard, ordinary people don't engage with brands on social. Think about your own behavior on Facebook and the like. Unless it's for work, how often do you interact with the brands you've Liked? I'm no psychic, but I suspect it's not very often. You may see a story or two from them in your newsfeed (which is becoming increasingly crowded), but generally speaking, you're still there for your friends.

This may be the way of the world, but that's okay. Because you shouldn't want ordinary people. I think there's something that people are forgetting about social: It performs best as a loyalty and advocacy driver.

I'm realizing that many big marketers have started using it as an awareness building tool to get people thinking about their brand. But how often do you, yourself, go looking for brands that you have never tried, nor considered buying? Or better yet, how often do you interact with those brands? Rarely if ever. More likely than not, the brands you seek out and Like are ones that you're familiar with, or are already a customer of. You opted into their communications because you wanted to hear from them. Either because you've shopped with them before, or you'd like to.

Most of the people who Like your brand, already have an affinity for it. That said, although there's truth in the need to grow your audience, the real motivator should be in deepening these relationships and turning your fans into vocal supporters, not racing to grow your audience count. You want people who will propagate your messaging to their friends, not hit it and quit it. Because at the end of the day, you don't want ordinary people. You want weirdos. Weirdos who will put your logo onto their heads.

I don't own an Audi. But I would like to. I enjoy seeing their stories on Facebook because they give me an inside look into the things they're doing, and the successes they've had. I'm a vocal advocate of the brand, and I've never owned one! And that's in no way a measure of their social media prowess. Social media didn't get them into my consideration set. Having a great product did. But they can certainly leverage me in their efforts in social, deepening their relationship with me, and increasing the likelihood that I'll spread the Vorsprung durch Technik gospel.

Consider the same for your brand. Your fans already like you (little-L). Or else they wouldn't have made the conscious decision to let you into their lives. Focus on converting these quiet supporters into loud advocates. Social media isn't a mass media tool. You'll find greater success building a militia of deeply engaged advocates than you will with a large, but distributed, and uninvested army.