How to Turn Your Followers Into True Brand Champions

Too much emphasis is placed on having the most “Likes” or followers, but are you really driving influence?

If 2010 was the year of the “Like,” 2011 will be the year of the “act.”

Too much emphasis has been placed on having more Followers, more “Likes” and more people to hopefully listen to your postings and drive your influence.

But are you really driving influence? In what follows I’ll give you pointed tips on questions to ask in order to create true value in your social media efforts in 2011. Or you can choose to be the cute girl in school that everyone considers most popular.

Let’s start by asking a smart question: Are the “Likes” of those around you meaningful to your goals?

If your goal is to simply gain more Followers, you’ll fail. It’s that simple. However, if your underlying goal is to mobilize those people that “Like” you to act, and you:

  • Truly build a strategy for action, and
  • Measure it to keep accountability in check

… then you are off to a great start in 2011.

Over the past three years, brands and individuals alike became consumed with Followers — like nomads in the desert searching for water, only to find a mirage. From a long-term perspective, I guarantee you that it’s less fulfilling to take this crack-addiction approach to social media — it will never be satisfying.

Whatever happened to contributions that were meaningful to your brand? Seriously, if you are a brand do you only want customers who “Like” and Follow you, or do you want customers that not only purchase but also contribute to the goals of what your brand represents? Seriously, what do you want?

This past weekend I had the pleasure to hear Ed Stetzer (President, LifeWay Research) speak. In his talk, Ed was speaking about how most people sit and listen and how very few ever do anything. Most people are, in essence, consumers of information — very rarely do they take action. Meaningful contributions are few and far between. As I listened to Ed, I thought to myself, “Yes, this is the same problem facing social media!”

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