Promoting a brand or business via social networks can be a tricky task. Even the slightest bit of misrepresentation across the internet could result in countless numbers of disinterested fans and consumers.. and putting a bad taste in their mouths could be a difficult thing to recover from.
While reading the Wall Street Journal, I came across an article written by Ms. Emily Maltby, addressing the importance of keeping a firm grip of your brand and business’s relevancy across social networks. In this issue, Twitter will be our target focus.
The first main point that was highlighted was :
According to marketing consultant, Paul Chaney, People can better relate to people more than they do a business. Using your social media presence in a way that seems more intimate with your “followers” will eliminate the superiority of that business and it can get right down to their level of communication. Truth is, you don’t want your followers to feel like they can never [@talktoyou]..
Another important highlighted point was :
Staying relevant in your respective industry can be quite an arduous journey, but a sure fire way to make sure you stay in the fire is if your target audience knows you’re talking to them!
Derek Capo, chief executive of Next Step China LLC. A Miami-based firm that helps arrange opportunities to study, volunteer and work in China, says he spends 10-20 hours a month on LinkedIn, finding and messaging potential customers. Mr Capo posts messages to 50 LinkedIn “groups” he thinks may be interested in his company’s services- such as teaching and language groups- customizing the message for each audience.
A key thing that Mr. Capo did was identified his target demographic and directly reached out to whom he believed would most likely respond to his business and take advantage of its services.
Now the next key point made was :
It may seem counterintuitive.. [says Paul Chaney] but overtly promotional content, such as sweepstakes, special offers and contests, should be only 10% of what your company’s fans and “followers” see..
When a company or brand is constantly all about ME ME ME, it can be a quick turn off and I’m sure you’ll get the message as your number of “followers” decreases.
Aside from the 10% devoted to your promotional tweets, about 70% should be information useful to your followers. That information could consist of captivating conversation, links to blogs and other articles that support your brand’s message.
The remaining 20% should be other followers’ social content; retweets for example. Allow people to feel a part of what you’re doing. Show them that they matter still, indirectly, proving that your brand or business is worth their attention. Once someone loses interest, it’ll be twice as hard trying to gain it back.
Lastly, the final point that was made was :
For the small business that has a desperate need for a larger staff, social media could better serve as a staffing venture. You may be in an industry in which you’re selling items, such as clothing.. but you might not have a reasonable amount of people to manufacture, ship, and market your products.
Hastings Water Works, a pool-maintenance and lifeguard staffing firm in Brecksville, Ohio uses Twitter to find employees for the Summer.
We used to put ads in the paper and fliers in the high schools, but now we can tweet, ‘Here’s a great summer job’ and link to the application page,” says David Hastings, who founded the firm in 1992.
It’s clearly evident that a social network such as Twitter can be an incredibly influential force for the life of a brand or business. Keeping that brand relevant in the midst of the cacophony of sales pitches we see and hear daily could potentially propel it in becoming the next big thing!
The first of my “lil innovators” here at the GL| Bureau would undoubtedly be this gentleman. Gian Valdivia is no stranger to being extraordinary and he’ll tell you why..
A while ago I got a chance to sit down with Gian in our hometown in Virgina and talk to him a little bit about why he’s a photographer and why he believes in his art.
In 1985, Gian was born in Manila in the Philippines and was raised there for the first eleven years of his life. But in 1997, he made a defining move to the United States which, unknowingly, would change his life completely..
I asked, "Gian.. why do you believe in your work?"
Gian: "I love Art. Growing up, I started drawing anything that came to mind at age 5. Eventually, I realized that I was good at drawing and so I began to draw a lot. I was in advanced art classes throughout middle school and high school and loved it! It was something I enjoyed doing. I didn’t go to college after finishing high school. Instead, I began working full time and pursued my art.”
Me: "When did you feel it was necessary to really take to your dreams and get serious about this photography thing?"
Gian: "In 2008 I picked up my first DSLR camera. It was a Nikon 40D. I didn’t really know the controls or how to use it to its full potential but I knew that I had a natural eye for it. It was fascinating! I wanted to be better at it and really pursue it. In 2010, I then decided to go back to school part time to continue my pursuit of [art]. I took an Intro to Photography class and everything made sense. I knew I was good at it and I thrived in it.. that was the defining moment that marked the beginning of my journey in photography.”
It was quite remarkable to hear about that “aha” moment when Gian talked about that feeling he had once he started shooting w/ his DSLR and how he knew that was what he wanted to pursue.. I’m sure many of you have those moments but don’t really act on it, but you most certainly should.
Owning the spot that you hold here on Earth is an extraordinary thing to do and so I asked him..
Me: "What makes you extraordinary?"
Gian: "Everyone is different and special in their own way. I think what makes me extraordinary is being me. No one else is like me, but me. No one else sees the world [God’s creation, the people that are in it] the way I do. Everything about me flows through my work. My art is a reflection of who I am.”
And then I asked him one of my favorite questions..
Me: "How do you want to change the world through your art?"
Gian: "I realize that God has naturally gifted me with this talent. My natural response to this amazing gift is to share it; to give it.. to consider it something that I can bless others with. I want people to feel valued through my art. I want them to feel that they matter; to capture the moments in life that people will treasure for days to come .
Gian Valdivia is definitely a perfect example of what a lil innovator is; living unconventionally and believing in that fire that’s inside of him ensuring him that he can really make a difference in this world. Only God knows how far he’ll go, and I’m excited about the journey he’s on. You’ll be able to follow along the journey through his website :
World. I’d like to present to you, Mr. Gian Valdivia .