One of the great things about social media is that it let’s you meet your brand’s fans.
The ones who think your brand is just awesome!
So much so that it may occupy a disproportionate amount of their brainspace.
We all have brands that we simply looove. I, for example, am a superfan of Kerrygold butter. I haven’t yet liked them on Facebook but I would. It’s just amazing that butter. No, really. I mean, just look at it.
And it’s very tempting to spend all your time talking people who you KNOW love you. Of course it is. We’re only human.
The danger is that we will fixate on this geyser of adoration and affirmation and forget that our real task is to convert the non-avid lovers. The ones who currently don’t really give a fig.
And I fear this is one of the attractions of social media to marketers.
Not to blow our horns (cue: blowing of own horns!) but looking back on it, I think this idea we did for Wheat Thins a few years back was a good demonstration of how you can amplify your existing fanbase’s love to reach the non-avid user and so create new love.
(Blowing of horns, geysers of adoration, creating new love. Dr. Freud to reception!)
You can see the video here.
