A 'novel' experience for Facebook Messenger
How many of your Twitter updates or Facebook posts broadcast company news or product information?
A recent Advertising Age article, “When It Comes to Facebook, Relevance May Be Redefined,” talks about how successful brands on Facebook and Twitter are finding the happy medium between promotional posts and simple chatter.
Brands are quickly discovering that consumers following them on social networks want to see more than just posts about product launches, awards or events. Social networks provide an outlet for people who love to talk. Simple questions asking “Where is your favorite place to vacation?” or “What is your favorite junk food?” instantly engage consumers and stir up conversation.
For example: On Veteran’s Day, BlackBerry posted a simple holiday-related message that received nearly 8,000 likes and more than 500 comments, many of which consisted of veterans thanking the brand and posting their PINs, allowing others to contact them via BlackBerry messenger. Reactions to that update far outpaced other recent ones concerned with products or tips.
What’s particularly unique about the power of this simple post is that, the calendar-driven update spurred engagement that had relevancy both to its followers and the brand. Clearly, veterans were a big chunk of their fan base and the update created an opportunity for them to connect by sharing their Blackberry messenger PINs – this chatter was very likely shared within the veteran’s own networks, driving interest from other veterans in liking the Blackberry page, sharing their PINs or to learn more about the messaging system. Great chatter with impact.
While other examples in the Advertising Age article also demonstrate the power of conversation and how ROI is measured by different companies, the key is an artful combination of audience and company relevancy that does more than increase a follower base. It drives business impact through engagement, that generates useful feedback and sharing, that drives traffic and calls to action.