Just because I “Like” you does not mean I am “like” everyone else

These days every brand wants to be “Liked” on Facebook. The same could be said for most of the other social media sites. Don’t get me wrong, gathering “Likes” or being followed on Twitter is good. It’s just that marketing should not stop there. I, as a consumer, have only raised my hand. You now need to speak to me on a level that shows you like me, too.

Most marketing companies once knew this. Maybe they still do. Maybe they forgot. Maybe the client has taken the strategy in-house. However you look at it, marketing used to involve strategy. There were focus groups. There were versions. There were day-part segments. All designed to help the marketer better target their message, to speak to the customer on a relational level and to move a person to action.

I recently “Liked”, followed and signed up for emails – basically everything short of giving my blood type to a national restaurant chain. I visit the brand every third or fourth week for Sunday brunch, and even check-in on Foursquare upon arrival. I am on their radar. I continue, however, to receive emails promoting their late night offers and after-work happy hours. Trust me, I would love to go. I love the brand. Late night is not when I can go, nor is it when I have ever gone. They should, and likely do, know this about me! So, what gives?

My observation – With all the digital data out there for a marketer to gather, is anyone really doing anything with it in the social/digital realm? Has social media become simply marketing to the masses? Please, don’t let that happen to your brand.

Here are four ways to create easy success in your social marketing efforts:

1. Listen, listen and then listen again.  There are many social conversation monitoring programs available. Use one of them. “Listen” to the conversations happening around your brand. It’s critical. Five minutes in the morning and five minutes before you go home can get and keep you up-to-speed. The more time you can invest, the more informed your marketing will be. Set up alerts and notifications when certain activity occurs. Listen to your customer so you can communicate to them about things that matter TO THEM.

2. Join the fun.  You need to download, sign up, like and follow your own brand. Then do the same for your competition. How can you understand the dynamics of a social community if you are not engaging within a few yourself?

3. Be your brand and share it.  Engage with employees online and encourage employees to be social ambassadors of your brand. You’ll likely generate some very original and creative ideas to improve culture, profitability and marketplace opportunities.

4. Gather data creatively! Data is key to showing your customers you “Like” them back. Put a link on Facebook to “tell us about our new entrée.” Tweet about your new store opening with a link to download a grand opening ticket. Invite your Foursquare mayor to tell you why he/she comes every other day to your restaurant. Text an offer but let the guest choose how to redeem. Have the guest text back 1 for lunch, 2 for dinner and 3 for late night. You will then know a specific and important preference for that specific customer.

Once you have the data, use it. Speak to your customers in ways that acknowledge the relationship information you’ve gathered. Start small and watch your successes add up. Be thoughtful and authentic. Listen to the conversations that will naturally follow. Be an active part of those conversations. Then, take the next step and the next. You will soon find yourself appreciating – as a business – what you and I already know as consumers. Being “Liked” is about so much more than a mouse click and a passing thought.

Good luck and don’t hesitate connecting with us for a little brainstorming.

Post authored by Summit Marketing Account Manager, Stan Thorne