Whenever I open my laptop, the first thing is always to check e-mails, and the second thing is always to check my Facebook. I think Facebook maintain a closer personal relationship between me and my friends. I feel I am being concerned when my friends like or share my posts. It also encourages me to post more news to engage with my friends.
Social media such as Facebook, Twitter, YouTube are very popular social tools. They are highly weighted parts of people's daily life. Companies also like to post interesting news on social media to connect and engage with their customers.
Social media marketers use different digital strategies to attract customer attentions. In the Riding the Hashtag in Social Media Marketing, Gary Vaynerchuk, a popular social media marketer, came up with "jab, jab, jab, right hook" idea to build relationship with his fans. He twitted out valuable idea such as "Is there anything I can do for you?". He tried to learn his customers and help them out. If I am his follower, I probably would also send him a help request such as "can you help me edit my blog?"
I feel he wanted to make closer connection with his followers by asking their needs directly. Instead of guessing, it is a very simple and easy way to catch what people really want. People could feel being cared if they receive his help and responses. In turn, they would continue to have relationships with him.
However, I also think he took a risk by using this approach to connect with customers. If a customer ask him to buy a house, what will he do? If he didn't help them, will that affect on his reputation?
For Mr. Vaynerchuk, it is an interesting way to engage with his million followers. He is very influential person, most of his followers trust him. Thus, they want to communicate with him in a
personal way. They desire to receive good and useful support from him. It is also a smart way to promote himself if he can satisfy his followers' needs. However, can company use the similar social media strategy to build relationship with customers?
I think it depends on the purpose of a company. If company builds its relationship by focusing on hype, it may attract many potential customers in a short period. In addition, the successful of hype will depend on whether the topic is interesting enough to attract customers' attentions.
For example, CinemaCon used famous movie celebrities such as Dwayne Johnson, Mark Wahlberg to hype new movies. I think the purpose of CinemaCon is to reach more movie fans to buy tickets and watch new movies. The risk is how long can movie fans connect with CinemaCon? If people don't like its movies, what can CinemaCon do for continue its customer relationship? Thus, I think it would be risk to build customer relationship by hyping. If people are disappointed, they may not continue their relationship in the long run.
I believe customer relationship is the cornerstone of marketing today. Companies desire to build loyal customer relationships. If a company has a strong relationship with its customers, it will receive greater profits in the long run. Companies need to communicate with their customers in an appropriate approach.
Thus, I think markers should post simple and useful contents to attract customers. Anything that company has posts on the social media represent a brand's image and value. The messages don't only affect on customer action, but also affect on customers' perception of the brand.
For example, since I visited Seventeen Magazine Facebook page, the company always post its latest fashion or beauty news on the Facebook front page. I feel its posts are super useful! I always learn something valuable tips from posts. Seventeen Magazine wants to connect with me and let me remember the brand.
Seventeen Magazine uses short and appropriate tag title with relevant photos to encourage its audiences to check and share its posts. Its audience can simply perceive that Seventeen Magazine is a creative, valuable and fashionable brand! They can become more confidence by learning its posts.
All in all, as consumers increasingly engage with brands via social media, companies need to create interesting and simple tag lines, and deliver valuable contents to customers. Simple and creative tag line can receive quickly response and action. It is a smart, effective and easy way to promote the brand and let customers engage with brand stories. In turn, customers would like to continue their relationships with brands in long term.
Social media such as Facebook, Twitter, YouTube are very popular social tools. They are highly weighted parts of people's daily life. Companies also like to post interesting news on social media to connect and engage with their customers.
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| Gary Vaynerchuk |
I feel he wanted to make closer connection with his followers by asking their needs directly. Instead of guessing, it is a very simple and easy way to catch what people really want. People could feel being cared if they receive his help and responses. In turn, they would continue to have relationships with him.
However, I also think he took a risk by using this approach to connect with customers. If a customer ask him to buy a house, what will he do? If he didn't help them, will that affect on his reputation?
For Mr. Vaynerchuk, it is an interesting way to engage with his million followers. He is very influential person, most of his followers trust him. Thus, they want to communicate with him in a
personal way. They desire to receive good and useful support from him. It is also a smart way to promote himself if he can satisfy his followers' needs. However, can company use the similar social media strategy to build relationship with customers?
I think it depends on the purpose of a company. If company builds its relationship by focusing on hype, it may attract many potential customers in a short period. In addition, the successful of hype will depend on whether the topic is interesting enough to attract customers' attentions.
For example, CinemaCon used famous movie celebrities such as Dwayne Johnson, Mark Wahlberg to hype new movies. I think the purpose of CinemaCon is to reach more movie fans to buy tickets and watch new movies. The risk is how long can movie fans connect with CinemaCon? If people don't like its movies, what can CinemaCon do for continue its customer relationship? Thus, I think it would be risk to build customer relationship by hyping. If people are disappointed, they may not continue their relationship in the long run.
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| CinemaCon 2014: Dwayne Johnson, Mark Wahlberg hype New Movies |
I believe customer relationship is the cornerstone of marketing today. Companies desire to build loyal customer relationships. If a company has a strong relationship with its customers, it will receive greater profits in the long run. Companies need to communicate with their customers in an appropriate approach.
Thus, I think markers should post simple and useful contents to attract customers. Anything that company has posts on the social media represent a brand's image and value. The messages don't only affect on customer action, but also affect on customers' perception of the brand.
For example, since I visited Seventeen Magazine Facebook page, the company always post its latest fashion or beauty news on the Facebook front page. I feel its posts are super useful! I always learn something valuable tips from posts. Seventeen Magazine wants to connect with me and let me remember the brand.
Seventeen Magazine uses short and appropriate tag title with relevant photos to encourage its audiences to check and share its posts. Its audience can simply perceive that Seventeen Magazine is a creative, valuable and fashionable brand! They can become more confidence by learning its posts.
All in all, as consumers increasingly engage with brands via social media, companies need to create interesting and simple tag lines, and deliver valuable contents to customers. Simple and creative tag line can receive quickly response and action. It is a smart, effective and easy way to promote the brand and let customers engage with brand stories. In turn, customers would like to continue their relationships with brands in long term.
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