Engagement: The Marriage of your Brand and Message with your Customers
Sunday, July 25, 2010 at 10:59AM The purpose of Twitter and Facebook is to create and continue engagement with your customers. What is engagement? Engagement is the ongoing online dialogue you have with your customers via Twitter, Facebook, an e-newletter or other media outlets. The key to successful engagement (vs. being left at or sacrificed on the Social Media altar) is for your message to reflect the personality of your business and brand. Think about the conversations you have with your regular clients and customers when you see them offline. Do you just talk about your business or your latest coupon? We hope not. You build a relationship (and loyalty) with your customers by showing interest in them and asking them for feedback on how you can serve them better. If you have a physical location - you may post signs in your window about community events your business supports. During a slow day, you might walk next door and talk to a fellow business owner or use their services. All of these activities are engagement and you can do these activities via Social Media as well.
Locally, one of the best examples of genuine and authentic engagement can be found at any of the Betty's Family of Restaurants operated by Elizabeth (Liz) Lessner-LaRue. Liz is a business owner who "gets it" and has used Social Media to build her brand while serving her customers and community. Liz also "gives it" by using her Social Media outlets to support good causes in the community and her fellow business owners. Betty's was the first restaurant in her evergrowing empire of excellence. Take a look at Betty's on Twitter as an example of what may work for you - Bettys on Twitter.
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