So, you just invested in building your social media presence and having your marketing team running it. Great. Now what? Well, the next logical step is to promote it to your customers. Many brands – even billion dollar brands – don’t even bother with that. I want to share a quick example of a brand doing it … right.
This is a photo I took in the bathroom stall of my local QuikTrip. Not only are they promoting their Facebook, they are adding value to it. My relationship is valued and thus that’s why they spent the dollars on the stickers, the graphics team and the aforementioned discounts on in-store purchases. My only feedback for their Facebook Page itself is to become a little more active. I’ll talk about this later.
I am fairly certain QuikTrip’s marketing department doesn’t rival that of Coco-Cola’s. This shows they know how to properly engage customers into Liking the page. Furthermore, this gives them the editorial flexibility to shove tons of offers in front of people without any retribution.
I call this out because there was (and still remains) many ad campaigns that make social media such a weak call to action. It’s like it was a checkbox on their marketing to-do lists. Macy’s, Victoria’s Secret, PowerAde, Gatorade, NFL, ESPN, etc. You name it, big brands don’t get it and probably won’t anytime soon. It’s not that they have bad brands or Facebook Pages; it’s that they don’t promote them properly.
This falls under Jay Baer’s Social Media Trophy analogy. It’s no longer good enough just to throw a Twitter or Facebook logo on your ad. You need to qualify it with a call to action and a benefit for people to take the 17 seconds to Like a brand on Facebook.
It’s because of how easy it is just to slap a Facebook and Twitter logo on a sticker and call it “done,” I commend QuikTrip for going above to encourage their patrons to Like their page with reason. Hopefully more brands follow this and improve their social media promotion strategy.
Why do you Like pages on Facebook? Knowing this is half the battle. Carry on…