One of the great things about writing Think Like a Rockstar is that it’s giving me an even deeper understanding and appreciation of how Rockstars cultivate their fans. And it’s no coincidence that Rockstars have made excellent use of Social Media to better connect with their fans. Here’s two quick lessons you can learn from Rockstars if you want to build more engagement around your Social Media Marketing:
1 – Use the tools in the same way that your audience does. Rockstars like Amanda Palmer do an excellent job of using social media tools to connect with others and share content. When we see that our favorite Rockstar uses Twitter and Facebook just like we do, it makes it much easier to relate to them, and connect with them. And for the Rockstar, this can have real benefits…
Understand who your audience is, and how they use/consume/share social content. Once you understand their behavior, then you can follow their lead, and create the type of content they are looking for, and share/use it in the same ways they are. Which will make it that much easier for your audience to engage with you.
2 – Don’t be afraid to be real. Lady Gaga created a bit of a buzz recently because she tweeted a picture of herself without any makeup. What’s the big deal? Gaga did this because she knew it would make her fans more comfortable connecting with her, and it would make her seem ‘more real’ to them. It’s also a sign of letting her guard down for her fans, and that makes it easier for them to trust her.
Most brands have never really understood this, but your biggest fans WANT to go behind the curtain. They want special access and to see what happens behind the scenes. It helps them better connect with you. When Gaga tweets a picture without makeup, she’s saying to her fans ‘See, I have to go through putting makeup on just like you do’. Again, it’s all about helping fans feel more connected to their favorite Rockstar. Years ago when he was at Microsoft, Robert Scoble took a videocamera around and interviewed Microsoft employees as they were doing their jobs. Sure, sometimes their Windows-based PCs crashed, but you know what? It worked because it helped to humanize Microsoft. We got to see the real faces of Microsoft’s employees, and in doing so, Microsoft went from being a huge brand that we can’t connect to, to one that has real people working for it, and once we could attach faces and voices to that brand, it was easier to connect with it.
So there’s two quick tips for helping you build engagement around your brand’s (personal or company) social media efforts. I’ll be sharing many more tips and lessons like this in Think Like a Rockstar. If you’d like to join the Think Like a Rockstar Book Tour, here’s details.