Build brand relationships using social media
Social media activities bring great benefits, such as:
- Sharing best practices and industry trends in real time
- Having conversations with individuals/groups across the nation or globe without boundaries
- Learning from others who share common interests
However, for all the benefits online conversations offer, it’s important that brands and businesses remember that in-person connections remains invaluable. Social media isn’t created to just exist out in cyberspace indefinitely – it should supplement personal face-to-face activities and transactions to build relationships.
Mollie and I saw this firsthand at NeoCon World Trade Fair this month in Chicago, where the design world gathers to share innovative ideas in the contract furnishings market spanning several industries, such as government, healthcare, retail and residential. We attended with our client, Milliken Floor Covering to help coordinate media interviews and support social media initiatives.
Throughout the year – and sometimes on a daily basis – we work with editors, reporters, bloggers and people behind their brands’ Twitter handles to have conversations. But it made such a difference for Mollie and I to meet some of them in person at NeoCon and talk about their audience’s interests, while also learning a little more about them as people.
A particular highlight for me was speaking with an editor at Architectural Products about the evolution of workspaces in office environments – a conversation we might have never had without having the luxury of a face-to-face meeting.
While managing social media conversations, it’s helpful to ask the question:
“How will this help enhance our offline relationship?”
If you’re having conversations for the sake of Tweeting, you may want to revisit your brand’s business goals to help tie in online activities to support them (not replace them!).