{"id":3288,"date":"2011-07-13T20:22:43","date_gmt":"2011-07-13T20:22:43","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3288"},"modified":"2011-07-13T20:22:43","modified_gmt":"2011-07-13T20:22:43","slug":"is-your-brand-relevant-to-your-social-media-audience","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/07\/is-your-brand-relevant-to-your-social-media-audience\/","title":{"rendered":"Is your brand relevant to your social media audience?"},"content":{"rendered":"

\"\"Since social media makes\u00a0it so simple (quick\u00a0and<\/em> easy) to post your message (content) in numerous social networks, it can be tempting to spray your message around the cybersphere as far and wide as possible.\u00a0 However, that method keeps you at a surface level of connection\u2026 which gets you little more than a glance.\u00a0 To go deeper and have ongoing consumer relationships that result in sales, you need to be relevant and\u00a0stay<\/em> relevant to your audience.<\/p>\n

This might sound like Marketing 101, but with the introduction of social media and the exponentially increased capacity for\u00a0one-too-many messaging, it bears repeating:\u00a0\u00a0no matter how perfectly or brilliantly worded your message is, it will not make an impact if the content itself doesn\u2019t matter to<\/strong> <\/strong>(isn\u2019t relevant to)<\/strong><\/em> <\/strong>your audience.<\/strong><\/p>\n

When your content\u00a0is<\/em> relevant, however, you get a chance for ongoing engagement with your consumers, and the chance to create an entire experience around your brand.\u00a0 This is what prompts your consumers to become Brand Advocates and recommend your brand\/product\/service to\u00a0their<\/em> relevant networks.<\/p>\n

\u201cRelevance is so important because with it comes passion and that truth to self that makes readers want to come back for more because they can trust that you\u2019re real,\u201d said blogger and Social Fabric\u00ae member\u00a0Mel Lockuff of\u00a0mamabzz.com<\/a>.<\/p>\n

\u201cWord of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot. It\u2019s also not a one-hit wonder. The right messages resonate and expand within interested networks, affecting brand perceptions, purchase rates, and market share.\u201d (source: \u201cA new way to measure word-of-mouth marketing,\u201d McKinsey Quarterly, April 2010<\/em>)<\/p>\n

There are also\u00a0different levels<\/em> of relevance.\u00a0 Your high-level brand message might be somewhat relevant to a broader audience, but the more precisely your message matches an audience interests\/needs, the more value each consumer will perceive from your brand. For example, if your brand offers various products across several categories, don\u2019t assume that anyone in your audience is equally interested in all of your offerings:<\/p>\n

\u201cA young mother could speak passionately about diapers, but have no interest in tires. A newly retired factory worker may find himself recommending home-brewed coffees, but bows out of conversations regarding credit cards.\u201d\u00a0(source: \u201cThe Influencer: A Consumer Voice with Legs,\u201d ICOM, a division of Epsilon Targeting, March 2010)<\/em><\/p>\n

Bottom line: the greater the relevance, the greater likelihood of a high\u00a0ROR (Return on Relationship)<\/a>. \u00a0Think through and assess how to be relevant for EACH product and EACH particular audience and then provide the content that creates that bond and interaction.<\/p>\n

Relevance is the open door to your consumers.\u00a0 They should never have to turn the knob!<\/strong><\/p>\n

Ted Rubin<\/p>\n

<\/strong><\/p>\n

Originally posted at Collective Bias<\/em><\/strong><\/a> <\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Since social media makes\u00a0it so simple (quick\u00a0and easy) to post your message (content) in numerous social networks, it can be tempting to spray your message around the cybersphere as far and wide as possible.\u00a0 However, that method keeps you at a surface level of connection\u2026 which gets you little more than a glance.\u00a0 To go … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[928,1373,32,1318,480,479,30,1029,897,3,1078],"class_list":["post-3288","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-brand-advocate","tag-brand-relevance","tag-marketing","tag-marketing-resources","tag-return-on-relationship","tag-ror","tag-social-media","tag-social-media-marketing","tag-social-media-strategy","tag-ted-rubin","tag-zuberance"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3288","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=3288"}],"version-history":[{"count":3,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3288\/revisions"}],"predecessor-version":[{"id":3291,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3288\/revisions\/3291"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3288"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3288"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}