Responding to a question about balancing promotional and non-promotional content, Dan said,
"The traditional advice is 'Don't sell in social media' ... But it is possible [to succeed] with giveaways or coupons. If you're going to do something salesy and more promotional, make sure you're giving people something, like a gift. Say, 'Hey, I'm sorry that I've gotta do this, but I'll give you something free if you don't hate me for it.'"In my social media marketing experience, this is absolutely wrong. Apologizing for what you're about to say undermines both your credibility and the value of your offer. It tells your audience that even you don't think your product or service is relevant to them -- and that you're willing to deliberately waste their time.
If someone is engaging with you, it's because they're interested in what you have to say. It's appropriate to let your followers know if you provide other relevant resources in a professional context. Conversely, if your promotional content isn't relevant, it probably doesn't belong in the conversation.
Using giveaways or coupons as compensation is just as likely to backfire. Social psychology studies have shown that extrinsic motivators (like money, gifts, or social pressures) can actually reduce peoples' intrinsic interest in and enjoyment of an activity or subject.
When you position coupons or freebies as payment for someone's attention, you turn a conversation based on mutual interest into a commercial transaction: again, devaluing your offer and your personal connection. In this case, compensation can actually make people less interested in your content -- and less likely to tell their friends about you.
Social media is about sharing useful and interesting ideas. This includes recommending commercial services -- including your own -- that you think your followers will find useful. Don't apologize for promotional messages: just keep them relevant.
Dan's webinar: http://www.hubspot.com/archive/science-of-social-media-marketing-webinar/
Posts
I agree completely, Claire. I was thinking along similar lines in the webinar yesterday. Nice post!
ReplyDeleteI agree with this as well. It is my general feeling that you don't apologize for something up front. If you feel the need to apologize, you are doing something wrong. People respect confidence and will be more willing to listen to you if you have something important to say. They will be very turned off if you try to give them something (which seems cheap and I agree that it will completely devalue your product). Great post! And it was a great webinar with lots of great information. Always good to show that people are reacting to points that were made during the presentation!
ReplyDeleteExcellent point, Claire, which I believe really extends to almost every kind of advertising.
ReplyDeleteIf a piece comes across as "Sorry, I don't want to bother you much, just here's what I'm selling", it does not send the right message regarding confidence in your product and its relevance to the audience. Ideally, one wants to demonstrate how the product is relevant to the audience, and then it has the best chance not to be seen as annoying, rather, it may be viewed as constructive.
Another trend I see, which I go back and forth on for effectiveness, is using games. There are good opportunities for making nice brand impressions using games, but sometimes there is so much emphasis on making it fun or engaging that it overshadows the marketing message.
For these reasons, I think that using useful content as advertising is the way to go forward. I don't mean plugging a product in a sales-y way, rather, developing/presenting content or discussion that shows unique, compelling, or interesting features of brands or products.
I didn't actually mean that statement as an explicit apology, more of a metaphor in that while you'd rather not have to pitch, you're going to at least give something away.
ReplyDelete"Using giveaways or coupons as compensation is just as likely to backfire. Social psychology studies have shown that extrinsic motivators (like money, gifts, or social pressures) can actually reduce peoples' intrinsic interest in and enjoyment of an activity or subject. "
ReplyDeleteGot a link to support this? I'm not doubting, just interested in more info.