![\"\"](\"http:\/\/www.inventivehandyguy.com\/Fences%20(10).JPG\" "\\"fence\\"")
Fences make good neighbors — even in the social media world.\u00a0<\/p>\nFences make good neighbors — even in the social media world.\u00a0<\/p>\n
\u00a0Too many brands assume that\u00a0the most effective way to market in this digital age is to use\u00a0social media to post and tweet as many marketing messages as possible to the widest range of potential consumers across the greatest number of social networks.\u00a0 Spread the word to anyone and everyone, and hope someone believes enough in your message\u00a0to create a connection and become an advocate influencer for your brand.\u00a0\u00a0<\/p>\n
True, you will get some<\/em> advocates through this method, but you risk having diffuse, low quality consumer conversations that are hard to track and sustain.\u00a0 Instead,\u00a0 consider the quality of your consumer connections if you have\u00a0your brand conversations with a targeted group<\/strong> of consumers who are emotionally invested in providing value<\/strong> to you and your brand.\u00a0\u00a0You can do this through\u00a0a forum of pre-screened members who are willing to give you honest feedback about your product in exchange for simply knowing\u00a0that they can have an impact on your brand.\u00a0<\/p>\n As Aliza Freud ,CEO of SheSpeaks<\/a>\u00a0 said in an interview with eMarketing<\/a>, “Brands should be facilitating and owning an engagement with consumers.”<\/strong>\u00a0 I think we marketers have gotten better this past year at the \u201cfacilitating\u201d part through social media marketing, but the \u201cowning\u201d part now needs more attention.\u00a0<\/p>\n It is difficult to own<\/em> an engagement if there are no fences, no boundaries \u2013 especially in social media. \u00a0Boundaries and filters used wisely allow brands to retain valuable oversight of their consumers’ experience<\/em> of their brand through attention, responsiveness and back-and-forth conversation\u2026 especially when related to brand and product research.<\/p>\n Although these boundaries and filters aren\u2019t free, they are well worth your brand\u2019s investment.\u00a0 A\u00a0members-only forum gives your targeted consumers a safe online space to share their opinions and recommendations about your product with each other and with you.\u00a0<\/em>But, to Aliza\u2019s point, if you want these consumers to become brand influencers, you still need to actively own the engagement. You still need to create a trustworthy relationship with them.\u00a0 LISTEN to your consumers, respond to them and let them know the impact they have had on your product (You do let them impact your product, don\u2019t you??). \u2026 HEAR them..\u00a0<\/p>\n What you learn inside the fence can then become part of the message outside of the fence.\u00a0 A core set of influencers is a great place to build testimonials, stories, and other valuable social messages about the brand.\u00a0 When used well in social media, they\u2019ll attract more influencers, who will want to create a deeper relationship with you.\u00a0 It\u2019s a virtuous circle, all created by a little separation.<\/p>\n \u00a0Just because you can<\/strong> easily spray your brand messages far and wide without specific targets doesn\u2019t mean that is all you should <\/strong>do.\u00a0 Is it time for you to start building those fences? \u00a0<\/p>\n Ted Rubin<\/p>\n","protected":false},"excerpt":{"rendered":" Fences make good neighbors — even in the social media world.\u00a0 \u00a0Too many brands assume that\u00a0the most effective way to market in this digital age is to use\u00a0social media to post and tweet as many marketing messages as possible to the widest range of potential consumers across the greatest number of social networks.\u00a0 Spread the … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[101,959,957,955,50,956,32,958,30],"class_list":["post-2304","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-advocacy","tag-aliza-freud","tag-emarketing","tag-influencer","tag-listening","tag-market-research","tag-marketing","tag-shespeaks","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2304","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2304"}],"version-history":[{"count":2,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2304\/revisions"}],"predecessor-version":[{"id":2306,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2304\/revisions\/2306"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}