There’s no shortage of social media discussions these days. Social networking is quickly replacing more personal communication methods. But one thing remains consistent – the need for meaningful, relevant content and an appreciation of brands that can step away from marketing and focus on adding value and supporting online communities.
So, just how is this transformation achieved? By making those people who love your brand your new best friends. By passing the promotional reins to key influencers in your market that love nothing more than to discuss your brand, provide your key message and your purpose. If, like me, you believe that content is king, and that value and online communities are a vital part of online success, it’s time to bring in the heavy artillery: your brand evangelists.
What is a brand evangelist? Let’s break it down.
According to Webster’s Dictionary (2012) the following terms are defined as:
a. A class of goods identified by name as the product of a single firm or manufacturer
b. A characteristic or distinctive kind
c. Brand name
An enthusiastic advocate
(aka, Ambassador: An authorized messenger or representative)
Put these together and you have people who enthusiastically advocate for your distinct class of goods or services – your brand.
What stronger way to communicate the strength of your product and brand than through personal testimonies of customers that use your product and service – and consider it second to none?
Brand evangelists are easily found – seek out the people who consistently provide positive commentary and answer other’s questions (add value) on your social media platforms. They are those people singing your praises while you’re busy making day-to-day business decisions.
They’re also adding value by engaging your online community — sharing the details of your product or service from a real person’s perspective. People no longer feel marketed to – they feel as though they have a reliable, credible, source of information from someone not affiliated with the company. Caveat: If you develop any form of official relationship with an evangelist, essentially creating an ambassador, be sure to acknowledge the relationship, and make it readily apparent, or risk the trust and goodwill?you’ve?gained. When it comes to discussing social media, perhaps we should allow those who are already talking, to continue doing the talking.
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