Outside of the typical Coca-Colas and Pizza Huts of the world, a lot of smaller brands are wondering what a couple postings a day can really do to impact their brand. A lot of people say to me, “Sure it’s great that there is something being said about my company, but it’s not like there are 500 postings a day. What’s the point of really looking at this stuff? Isn’t it just going to take more time out an already busy day?”
Two answers. First answer: yes, it is going to take time out of your day. No question. Especially, if you want to address this appropriately. Second answer: this definitely has the potential to affect your brand in a material way. So take the time
Let’s take a look at the Engagement Pyramid from Charlene Li and Josh Bernoff’s Groundswell (a great book about the impact that social media is having on businesses and what to do about it):
Without going too much into the pyramid, the point here is that there are significantly less people talking (or creating content) than those listening to what people are saying. Even a few people talking about your brand a day can have an impact on your business. And people generally write when they have something to say. Usually it’s because they had a very positive or negative experience with your brand or company. You should try to understand and maybe even turnaround the bad ones… and embrace and convert the good ones into your ambassadors.
If we go back to the point about small brands versus large brands, think about it this way. If you’re an online company making t-shirts or a 50 chain restaurant across the Midwest, even 100 posts over a month can be more coverage than you’re going to get from a local newspaper and definitely cheaper than running a marketing campaign. Start listening to what people are saying, and figure out how to make social media work for you. It’s reaching a lot more people than you may first think.