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.