Social media is tricky business, if only due to its innate ability to deliver us mixed signals.
The initial attraction is in our ability to share, distribute, and broadcast the content of our choosing any time we feel like it. And people can actually see it!
But that's not really how "social" works, is it? You can't scamper around a cocktail party dropping useless nuggets of little to no relevance to other guests unless you want to be standing by the shrimp platter alone.
No one wants to be the one standing at the shrimp platter alone.
The solution? You have to give a crap and value the art of a two way conversation. And no faking it. Being disingenuous is as noticeable as the dude on the treadmill next to you at the gym that forgot his deodorant.
I decided to perform a little experiment recently, employing the help of a couple of my coworkers in an attempt to uncover some big companies that actually do give a crap and engage with their followers on Twitter.
Moral of the story? If these big brands can do such a great job of engaging with their followers, what's your excuse for not doing the same?
Famous for their hearty IPAs – 60, 90, and 120 minute IPA – it seems like the folks over at Dogfish Head also spend a few minutes engaging with their social following as well. After all, it took them no time at all to respond to my inquiry regarding their annual artist collaboration. This years? The Grateful Dead! (I'm sure HubSpot CEO Brian Halligan is thrilled Dogfish Head distributes in Massachusetts.)
@Bonini84 yes - American Beauty collab with Grateful Dead team out next month!
I was pleasantly surprised to see such a prompt, human response. This really illustrates how social media has revolutionized the way brands interact with their audience. Fifteen years ago this wasn't at all possible. Now we can realistically engage with the biggest brands in the world.
The folks over at Wistia have been making big moves lately, as not only does their video hosting rock, but they've recently integrated with HubSpot, ensuring the lead generation game is about to get a whole lot more visual and interactive.
They also have a great brand with an identifiable personality, helped greatly by their ability to interact with their followers and customers.
@bobbyjkane I might try moving that backlight a bit away from the wall. I think you'll get a nicer effect that way, but it's up to you! :)
While considerably smaller on a mainstream scale, IdeaPaint is well known amongst offices and businesses looking to foster a more creative work environment. Just paint your wall, table, or whatever tickles your fancy, and you've now got yourself a new dry erase surface. (After it cures for 7 days, of course.)
This was another example of a specific member of the company reaching out personally, rather than by using the company handle. It creates a much more personal relationship with the brand when you're interacting with the people behind it.
I mean, this one had to be #9, right? (In reference to their flagship ale.)
While Magic Hat may not be known on a national scale with the likes of Coors and Miller, they've grown to be one of the finest craft brewing companies on the east coast. (And are far more interesting.)
While the answer may have bummed us out – Hex was great! – the fact that they responded in such a timely manner while also offering an alternative speaks volumes about their social strategy.
All the Cool Brands are Doing It
If there's anything to take from this, it's that successful brands share one common thread in regards to their social media strategies; they act like freakin' humans!
They engage like humans. They respond to inquiries. They address concerns. They ask questions. They say thank you. They have manners.
They respond in a social manner on a very social platform (duh!)
If these big brands are doing it, why can't you? Are you capable of being more human in your social strategy?
Want to learn more about digital sales and marketing?
Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.