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Let’s Talk About Engagement – The One Thing Your Brand Thinks Is Not Important But It Is!

Let’s Talk About Engagement – The One Thing Your Brand Thinks Is Not Important But It Is!

Once upon a time, in a world not so distant from ours, lived 2 pens called Penorama and Penny. They looked so similar that one would say they were twins. However, they weren’t alike in their thoughts.  Penorama felt he was the best pen ever, while Penny always thought herself as work in progress. They lived in a stationary box of Master Murakh.

One day, Master Murakh opened the box to pick a pen for writing. He did not know whether to choose Penorama or Penny. Suddenly, Penorama jumped, picked up a bullhorn out of nowhere and started shouting on top of his lungs, ‘East or Best, who is the best? Penorama is the best…… Pick Me for I am the best, I am the best, I am the best’. Penny did not speak a word. Staying true to his name, Master Murakh chose Penorama.

Penorama attained his success of being the first choice but that wasn’t enough for him. He would sneak out of the stationary box and catch Master Murakh’s attention in advance, to make sure he remains his first choice. Master Murakh enjoyed the company of Penorama, but his shenanigans of “Look at me! Use me!” were getting louder. He would squeal every time that he was the best and force Master Murakh to choose him. He would even leave out notes on Master Murakh’s desk reminding him that he was the best and a pen like no other. 

One day, Master Murakh decided to draw something and opened the stationary box. Penorama began his usual stint. Master Murakh wanted to choose a pencil but Penorama just wouldn’t have it. Just to shut him up Master Murakh selected Penorama again over pencil. This incident made Penorama insecure and made him think that he had to try a new way to hold Master Murakh’s attention.  So, he poured glue onto himself. Master Murakh lost his cool when he realized he can’t get Penorama off his hand. Somehow, he managed to get him off. 

The next day, Master Murakh opened the box and as usual, Penorama began boasting about himself. Master Murakh deliberately ignored him and chose Penny had been developing herself all this time.

Penny made Master Murakh feel comfortable when he wrote and would let go off him as soon as he was done writing. Sometimes Penny would even give out suggestions on how he could improve what he had written or compliment him on his writing. One time, Master Murakh used Penny to draw something but Penny stopped him. She suggested it would be better if he used Pencil for the diagram. 

Jealous Penorama considered the advice stupid. He asked how she would be around Master Murakh if she suggests him to use other items. Penny replied back saying Master Murakh was not a Murakh. He had his own mind. If she allowed him to use his own mind and provided enough encouragement and suggestions to do the same, he will trust her and her advice more which means he will turn to her more to solve his problems. 

And she was right. Master Murakh used the pencil and drew an illustration which earned him Penny’s compliment.  Feeling encouraged, he used penny and wrote a poem below the illustration. Penny genuinely loved the poem and let Master Murakh know that it was beautiful.

He turned up to Penny more often for help and not merely looked at her as a means to an end. Also, he disposed the constantly annoying Penorama for good. His desk and stationary box and writing has been peaceful ever since and they lived happily every after.

What’s the point of this story? The point is who is your brand? Is it the Narcissistic Penorama who seeks to get audience’s attention  around the needs of their brand or is it Humanely Penny who focusses on building the brand around the needs of their audience’s?

How do we build our brand around the needs of the audience?
Your followers on any social media platform are your biggest assets. But brands hardly look at them beyond numbers. The battle is to constantly keep the followers growing. But it is very rare that a brand pays attention to the current followers and engages with them. Brands are being selfish in their approach. They want engagement from their followers but they do not want the same for their followers. Why? Because with being a great brand comes the greatest overrated word used in marketing -sophistication. ‘Our brand won’t follow people’’… …‘’Okay, and why not?’’…… ‘’Because our brand is sophisticated’’……  ‘’NO, YOUR BRAND IS STUPID!!!’’

No, I am not saying we have to go by follow for follow strategy. No! When someone follows your brand, get a check in place to see if the follower belongs in the niche your brand is catering to and if engaging with them will provide any value to them.

The process to engage with your audience doesn’t end with a follow back. It doesn’t end by replying with a like or a heart in the comment section of your posts. It only starts by being a part of your audience’s life and it’s a never ending process.

One great way to engage with your current followers is via checking their stories. Comment on their stories and by comment I don’t again mean a random like or heart or a one word reply. Be a part of their story, write a heartfelt comment. Celebrate their little moments.

Following the audience from your niche also enables their posts to be seen on your feed. Check their posts. If it makes sense like it and write a genuine comment pertaining to the post.Simple and genuine acts as mentioned earlier, your brand will be perceived as a company that connects with them on a humane level.  That will lead to a positive word of mouth among other people who belong in your niche. This means, more followers. Also, not to forget the goodwill and loyalty your brand will earn by just being human.

Your brand can choose sophistication and be a Penorama or choose to be Penny, but you cannot afford to consider your audience as ‘Murakhs’.

Contact Alter Marketing Management’s social marketing team, for expert solutions for improving your brand engagement. 

Evolution of Social Media

Evolution of Social Media

A few years back, the activities which we do didn’t have a like or share button, where the political leaders had to address the nation and not tweet about the issue and filters were part of Photoshop.  The presence of social media has led the leaders, celebrities, companies communicate with their audience or people in an easier and a faster medium.

But Why Social media?

In this modern world, people love to be social and social interactions are important to maintain a healthy life and mind.  But people just don’t post photos, share and make friends on social media. These connections can often be interactions on the international scale, the users can join groups who share common interests and passions.

When did it all start?

The usage of personal computers became normal in the 90s and there was a growth in blogging which led to the age of social media.  The first recognizable social media site was Six Degrees created in 1997 which allowed users to create a profile and make friends with others. But the website eventually failed because there was a lack of connectivity of internet users around the world. 

Timeline of Social Media 

1997 – Six Degrees –
Considered first social network.

2002 – Friendster –
Strangers were connected through common friends.

2003 –  MySpace – 
Create Personal profiles with blogs, groups , photos, music and videos and was the largest social networking site till 2009.

2003 – LinkedIn – An employment-based social channel mainly used for professional networking, including job postings in companies and job seekers posting their Cvs.

2004- Facebook – Mark Zuckerberg and his roommates at Harvard founded this social networking website which made users shares photos, links to other sites, chat, watch videos and add family and friends connecting people anywhere in the world,

2005 YouTube – YouTube is the largest video streaming website in the world which allows users to upload, rate, share, add playlists, comment and subscribe to other users, The content of the videos are usually Tv show clips, music videos, short and documentary films, video blogging and educational videos.

2006 – Twitter – Twitter is a social networking and microblogging website which users post and interact with others with messages known as “tweets” and a restriction of 280 characters for the tweet.

2007 Going Viral – “Charlie Bit My Finger” became one of the first videos which went viral on Youtube which featured two brothers in which one bit the other. In recent years we have seen music videos being viral first in Youtube. For instance, Psy’s ‘Gangnam Style’ and Luis Fonsi ft Daddy Yankee ‘Despacito’.

2009 The Million Mark – Ashton Kutcher became the first person to reach 1 million followers on Twitter with a head-on competition with CNN anchor Anderson Cooper.

2010 Instagram – Instagram is a social media application which users to share photos and videos of moments from their lives, add captions, edit filters to the photos , engage with other users and explore with other photos and users.

2011 Snapchat – Snapchat is a multimedia application which enables users to message and send photos to their friends and was initially focused on person to person photo sharing which later became sharing stories which is available for 24 hours.

2013 Selfie – With the increase of social networking around the world, there was an increase in self-portrait photographs which we call as “selfie”. Oxford University declared “selfie” as the word of the year in 2013.

2016 Stories: With the rise of stories in Snapchat, Instagram started stories with more effects and layers to engage with the users. Later the year, Instagram introduced live video function which makes users broadcast themselves live.

2017 Tiktok – A social media video application that allowed users to create and share short lip-sync talent videos and build their audience.

What’s the future of Social Media?

The rise of features in the social media applications over a decade has seen many opportunities to share same interests which have created employments in social media channels like YouTube, Instagram. Rise of Influencer marketing is at its peak where brands collaborate with these influencers who are brand and engage with their audiences and influence purchase decisions for the target audiences. In the near future, an upcoming brand can market aggressively only on social media with the help of these influencers who develop engaging content with their target audiences

Get in touch with the Social Media team of Alter Marketing Management for the expert solution on managing the social media page for your company.