Move away from the generic social ask
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A few years ago I read a quote from Blackbaud’s George Rubanenko in regards to fundraising,
“After six solicitations a year, the likelihood for long-term loyalty diminishes significantly.”
This means too many asks leads to the ultimate communications breakdown–the tune out.
Think about it, today it’s even easier to both reach your consumer AND HELP THEM TUNE YOU OUT. You may be encouraging your customers to tune you out and not even know it.
For those who are online conversationalists (participate on a social network a few times per week) you are most likely asked to: “friend,” “follow,” “like,” “click here,” “donate” and a plethora of other actions many times each week. These asks aren’t only when we’re online, but reach us on television, radio and print. Overwhelming!
Let’s use the ever-popular “Follow us on Twitter!” example we now see just about everywhere. What does this mean? Why should I follow you? Instead of the generic ask, let people know WHY they should connect with you and WHAT’S in it for them via another platform. Don’t you want to save an ask to your customers for something REALLY important?
For example, if you’re a news organization you can continue a story with an additional discussion “now happening on Twitter.” Instead of a random, “follow us,” you’ve offered substance for your audience. Even better? Feature those who participate or “tweet” back with them. You’ve bypassed the ask and created something valuable for those who want it.
Think about your social assets less as one more thing to drive people to and more as an extension of something:
- You’re already doing (e.g. marketing campaign);
- That benefits the customer or consumer (e.g. discounts, customer service).
If your social marketing consists of “Like us on Facebook,” or “Watch us on YouTube,” etc, it’s an opportunity to improve. You’ve already embraced social networks (which is great), now it’s time to change your frame of reference away from the ask.
How do you feel when you’re asked to “do” something for a brand online? What advice do you have to offer?