|Don’t Let Your Brand be a Turkey
By: Ted Curtin
We all have so much to be thankful for, and while the Thanksgiving holiday may be an opportunity for us to pause and reflect upon the many blessings we share, it’s not intended to be the only day we show our appreciation and give thanks. Imagine how callous and disconnected we would feel if we only expressed our gratitude once a year. You wouldn’t do that — and neither should your brand.
In the past, thanking customers was typically reserved for high-end (or at least high-dollar) businesses. The process was an industry itself with premiums, gift baskets, calendars, and holiday cards that required advance planning, database coordination, financial commitment, and distribution logistics just to express a company’s gratitude. While some of that is still alive and well in certain industries, social media channels such as Facebook and Twitter have given brands a new, easier, and much less costly opportunity to share their appreciation with their customers for following, promoting, and supporting their products and services.
Acknowledgement is “thank you” currency in social media. To the customer, it’s a sign of relevance, clout (yes, with a “c”), and connectedness. Brands that take advantage of the opportunities to acknowledge their fans realize not just the inherent value to that customer, but the likelihood that customers in turn will share their experiences with their own networks of fans and followers.
Gratitude is a force multiplier in social media. The small bits of recognition you share will compound at an incredibly high rate of return on your relationship with your existing clients and likely attract new customers as well. Those seemingly tiny gestures of gratitude present a priceless (and yet inexpensive) opportunity to differentiate your brand from your competitors, galvanize your customers’ loyalty and turn ordinary fans into fanatics.
And finally, I’m thankful for all of you — my amazing readers and generous followers — who continuously challenge me to dig deeper, and inspire me to grow.
May you all enjoy a very Happy Thanksgiving weekend.
Ted Curtin is a recognized strategic marketing leader with over 22 years experience covering online and offline marketing channels. Follow him on Twitter or at TedCurtin.com
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