Having brand advocates is what every company in the world wants but they are not always easy to get. Those are the people not only buying or using a company’s product religiously but also telling everyone else they know about it. In the article “How to Turn Relationships into Brand Advocacy” Ted Rubin talks about how social media is a great place for brand advocates to go but also a place to change a person’s mind to become a brand advocate. Rubin stresses though it’s not just about the glitz and glamour of what a page looks like, it’s more about the relationship you make with the customers.
The best grocery store in the world
When I first saw this blog question one company immediately popped into my head, Wegmans. Personally I am a Wegmans shopper and have been for about 3 years now. Whenever I go into another grocery store, things just never compare to an experience at Wegmans. I know, I know I sound like a looser but everyone who has shopped there will understand what I am saying. The cleanliness of stores, the freshness of produce, the vast selection of products, the delicious selection of already made food and that does not even mention all the “little” things they do like putting diaper in the bathroom, having recipes next in each section to show give people suggestions on what to make and their social media engagement. Just by looking at Wegmans Twitter, there are way more tweets answering people’s question than actually sending a message. But you can argue easily that the messages they want to send are directly in those responses.
Social media ROI. Can it really be measured?
Personally, I think creating a relationship with the people who interact with you is extremely important but I do not think a true dollar amount can be placed on each person. Yes, it’s great to create that huge fan base of people but how does a company know each of those people are a true brand advocate. Some people may follow you because they work in media (example Me!) or like a video you put on your social media and “forgot” to unfollow of unlike your page. There are so many things that could make a person on social media not a true brand advocate. But on the other hand posting and interacting with those people who are engaging with the company cannot really harm you but help you!