Building social media audiences – like building a brand

Building social media audiences – like building a brand

I was reading this post – Building Social Media Audiences – on Anna Farmery’s The Engaging Brand Blog.

But her points also apply to being able to build large audiences around a brand – by delivering a story that continues to surprise and unfold over time, and that audiences see themselves in and want to be a part of.

Anna’s points about social media begin as follows (giving you just enough for you to appreciate the brand-building parallels):

• They have a direction…
• They are not one off articles but reflect the growth…
• They are true to their brand character…
• They express views but leave those slight gaps for the audience to fill in…
• The social media activity is a story within a story…

A lot like brand-building, don’t you think? Involving your consumer in an evolving story over time and letting them (inviting them to) add their own reflections.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.

2 thoughts on “Building social media audiences – like building a brand

  1. Glad that the post resonated with you.I truly believe that there is a synergy between acting and marketing, actors and leaders. We both need to create a story, one that is credible and ‘believable’ to our audience. One that leads you to want to know more…..

  2. Anna,

    Thanks for your comments. Agree that “story” (one that’s two-way between marketers and consumers) is pretty fundamental – whether we’re talking about building social media audiences or building a brand.

    Regards,
    Eric