Have you noticed it’s the same people who whinge and complain about the rain and the cold on Facebook, are also in shock at the first sign of the heat in summer?
Could it be they just don’t have anything better to say?
Some brands are guilty of saying irrelevant things just for the sake of saying something. Telling me what the weather is like or asking me how my weekend was on Facebook is simply (boring) elevator conversation, if you ask me. I mean, we’re patronised enough by a lot of mass media advertising, so if I have chosen to engage with a brand, I need a reason to care.
I am quite selective with brands I like on Facebook, but a couple I have recently ‘liked’ have certainly lived up to my expectations. The first is Batlow Cider which gives me useful information like where I can purchase the product as the brand grows, the highs and lows of growing the apple harvest to make the cider and how it affects the Batlow community. Plus, it has a strong affiliation with music that I can relate to.
I’ve also ‘fanned’ a couple of my favourite music artists after seeing them live and have been given great content like a preview of a new album, discounts on songs, and competitions engaging fans to contribute to album covers etc.
The lower involvement products do have a harder task to involve and engage; but by keeping the content relevant, having a level of exclusivity, and humanising the people behind the brand to encourage a sense of community, then you will have a far better level of influence with your fans.
As the philosopher Plato is credited saying: “A wise man speaks because he has something to say; a fool because he has to say something”.
PS: For people living in Sydney – we have an average of a metre of rain (40 inches) each year, but few years are average years. There is no rainy season, and the rain usually goes quickly, but sudden storms can be common, and “showers” means downpours in some places and nothing a few hundred metres away. Learn to live with it.
Tags: Facebook
