There are just so many family, vacation, shopping, and sports pictures that one can stand. Few care about the cupcakes you baked or the drinks you are having. A recent post by a Social Media ‘thought leader’ talked about the wonders of a certain brand of foam mattress. Who cares? Was it a genuine endorsement or a paid testimonial? Are the reviews on Amazon authentic or contrived?
As one young woman in a TV commercial lamented – My parents are up to 19 Facebook friends. It seems the more friends you have, the greater your value. Friends bombard us with useless, meaningless status updates and we reciprocate.
Social Media for businesses needs to engage and add value in a different way. We must listen to customers, help them solve problems, offer tips, solutions as well as specials. Most important we need to build trust where customers can rely on us long term. This builds loyalty, advocates and customers for life.
Barbara O’Brien effectively manages and builds a music community from Woodstock, NY. She is instrumental in growing Levon Helm Studios (aka The Barn), home of The Midnight Ramble as well as associated artists. The place pays homage to Levon Helm, a beloved member of the musical group The Band.
Barbara successfully engages her friends and music fans. This begins with conversations. She listens to suggestions, runs great contests and asks for help when needed.
Going to a Midnight Ramble at the studio, the staff welcomes you as if you are coming home after a long absence. They are genuinely glad to see you. This warmth continues with concert guests bringing covered dishes for the community table. The Barn also collects nonperishable foods for a local pantry. The music is always intimate and super. How can you ask for a better experience? You cannot.
This is the brand of Levon Helm, Levon Helm Studios, and The Midnight Ramble. Social Media with Barbara O’Brien is an extension of the physical. People in different parts of the country and throughout the world who are too far to attend an event at The Barn connect meaningfully just the same. Social Media should be an extension of your physical. Bottom line is that all businesses can effectively leverage Social Media. You need not be a global brand with infinite resources.
After developing a strategy, you can use Salesforce to be more effective with Social Media. Learn how to integrate with Facebook, Twitter, YouTube and Chatter. Add services like Buddy Media and Radian6. Remember to keep it real.
