Facebook is the Storefront of the New Millennium
Insight 2: Don’t lead with your brand. We’ve always been taught that promoting our brand is job one, so I know this insight feels a little weird. It can be tempting to use Facebook as a soapbox to highlight great service, selection and value, but a more effective approach is to let it benefit from “indirect sunlight.” Think about all the ways we engage people’s passions: For us, it’s music, movies, gaming, sports and TV. We use those passion points to engage our Facebook community, and the brand wins via the engagement we get to our posts, which always leads them back to us.
Insight 3: Let your fans be the stars. One strategy that has worked exceptionally well for SVS is user-generated content. Letting customers be the focus of marketing is not a new concept, but Facebook and social media make it easier than ever to share compelling stories and visuals. When you already have customers who love what you do and sell, it’s easier to capture that passion and excitement than it is to create it on your own. Plus, if one person loves their subwoofer enough to post a pic on your Facebook wall, chances are others feel the same way. All you have to do is ask in a way that captures the excitement they have created at home. When you think of social media as a two-way mass communications tool and not a broadcast tool, the results are much more interesting.
Insight 4: Be real. As I mentioned, there’s no fixed blueprint for success here, but I’ve always found an authentic approach, where voices from all parts of the company are participating in social media, is more resonant with your community. Any of a dozen people in our company, including myself, actively post on our Facebook page, and we all participate in a “smell test” of whether the post hits an authentic note.