3 Mistakes Brands Make When Engaging With Infrequent Users

By Sam Sudakoff

Don’t assume when you’re on social media that you’re talking only to social media enthusiasts. Brands must think about the infrequent user, someone who is not logging in daily (or even weekly). I know people who check Twitter 1-2 days a week simply to connect with friends to laugh at a parody account like @TheAverageShark  (check out who they are following) or catch up on life moments from the brilliant actor Neil Patrick Harris @ActuallyNPH.

Remember, people are active on social media for personal or work related reasons, not exclusively for brand content. When inactive users of this nature have such a sporadic login pattern, how are brands can brands gain respect and likeability from these types of users?

1.  Make Ad Keywords More Relevant

I recently purchased a pair of men’s loafers online, which has caused all of the ad spaces on my Facebook to be flooded by ads for shoes. But why would I buy loafers again? To me, this ad space would be better utilized if the brand associated the keyword “loafers” or “mens shoes” with other accessories such as belts or sunglasses that I may want to wear with my new loafers. According to a study conducted by the American Customer Satisfaction Index (ACSI), 27% of Facebook users said ads interfere with their experience on the site. As a brand, wouldn’t you want that to be a positive interference (accessories) opposed to a negative experience (shoes)?

The best example of relevant advertising I have witnessed was on Amazon. When you are in Amazon’s checkout, they are advertising other products that are often purchased alongside the product I intended to purchase. For instance, when viewing my shopping cart containing a new camping tent I had just found for my camping trip, Amazon presented a helpful display of other camping products needed for my trip. A flashlight or a sleeping back both seem like better options versus an additional tent. By making their advertisements relevant and trying to meet all potential camping needs.

2.  Geo-Target Your Lists

When I was studying as an undergrad, I had the opportunity to spend some time in Florence, Italy. While I was there, I was able to attend many of events thanks to event advertising and invitations. Currently, I reside in NYC and those events are no longer interesting to me. Local companies waste my time by sending me invites to events I can’t possibly attend, and therefore I stop following them. These companies have now lost an opportunity for me to look them up when I return to Florence for a vacation.

By geo-targeting the recipient of a message, the brand content is much more personalized and geared to meet the wants of the consumer.

3.  Engage! Engage! Engage!

It is important to remember that content should not only inform your audience about your brand, but encourage them to talk about it. For example, tweets that say “Buy This Cool Vase” do not necessarily elicit the same responses as a tweet that says “What flowers would look best in this vase?”

It is all about engaging your audience. Stating a fact or acting too sales-y can tarnish a relationship between your brand and its’ clients. Social Media is an incredible expression of a brand’s voice; it allows you to share your brands message, hone the personality, and interact with your clients. So start interacting!

By incorporating these three simple steps, your brand will not only engage active social media users but draw the attention of the infrequent users as well.

What do brands do on social media that you can’t stand? What other tips would you add to this list?

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  • http://www.RTConsultingServices.com/ Rachal Tarquin

    Sam, you did a great job outlining this article. The last point spoke out to me because engagement is critical to building a brand that customers like, trust, and ultimately purchase or spread word of mouth.

  • lookawinder

    Great points, especially the one about engagement. It’s so easy to default to telling someone about something instead of talking with them about it.

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