Create Raving Fans on Social Media in 4 Easy Steps

by 1 03/13/2014

Newbies to social media often point to their number of followers as the success target for using it in their marketing campaigns. However, given the fact that there are many services out there that will let you purchase followers, that doesn’t really seem like a legitimate standard, right?

So, what’s the true standard of social media success?

Is it a high number of Shares, Likes, or Pins? The lack of a negative hashtag associated to your brand? Or something else entirely?

You can see that measuring social media success is difficult, so let’s focus on something else that’s more important: creating raving fans.

Create raving fans with social media

Generally speaking, a fan is someone who will follow your brand on any social media platform, will share your content, engage with you, and be an all-around fan for you everywhere. These are the followers you want to have for your brand.

Loyal fans + Social Media = Success

An additional benefit to creating raving brand fans is that Google now takes social media into account (especially Google+), which means getting active in social media can help your ranking in the SERPs.

Let’s pump up your brand fans and turn them into Raving Fans, shall we? Here are the four steps to creating raving fans on social media.

  1. Give’em what they want.
  2. Get your message out the right way.
  3. Curate some content you wish you’d written.
  4. Interact with your fans.

4 Steps to Raving Fans

1. Give’em What They Want

Think of this as the First Rule of Social Media. If you’re not giving your audience what they want, they’re not going to follow you or share your content, or have anything else to do with you.

It starts with being on the correct social media platforms for your audience and then sharing the type of content that they want. Jay Baer calls this Youtility, where you’re seen more as a helpful resource rather than simply a bullhorn transmitting your message.

Jay Baer Youtility

Hilton Hotels does this wonderfully through their @HiltonSuggests Twitter account, where they send out helpful information and answers to travellers’ questions. See below for some great examples of other brands doing this.

2. Get Your Message Out the Right Way

You’re all set to give them what they want, but now you’ve got to give it to your fans the right way. That may mean:

  • Creating infographics to share on Pinterest
  • Releasing a podcast on YouTube and iTunes (Don’t miss Crazy Egg’s podcast!)
  • Releasing an interview through SoundCloud and your website
  • Publishing a blog post on your corporate blog
  • Share a blog post through Twitter and Facebook
  • Recording a short Vine video about your trade show booth

And more.

Knowing what your fans want means you can then focus on that medium in all your marketing campaigns. Plan to repurpose your content to several platforms and media to amplify your message to the maximum level you can.

3. Curate Some Content You Wish You’d Written

“Eighty percent of the time, share stuff that other people have created that you think is really remarkable and would help your community. The creators of the value that you’re sharing appreciate you sharing their stuff and are motivated to return the favor.” Mack Fogelson of Mack Web Solutions

This quote nicely illustrates the whole point of social media. It’s a great vehicle for content curation: You share information that you find interesting and think your fans would like, and the creators, in turn, appreciate the share.

There’s a side benefit, too. It motivates them to share your stuff with their fans, which, in turn, increases your social cred and proof. If they like your stuff, then others will too, right?

Another benefit to sharing great content that you wish you’d written is that it can inspire you to create new and better content yourself. Like the Olympic athlete that gets better by training with elite athletes, your content will get better too.

4. Interact with your fans

Interacting with your fans is another easy way to turn them into a raving fan. It shows that there’s an actual person behind the content, that you’re reading their content too, and that you’re interested in creating a bigger community.

Whether it’s as simple as saying Thanks for the share or answering a question, make sure you interact with your fans on a regular basis.

Who’s Doing It Right?


In case you didn’t believe me, let’s take a look at a few companies who have created raving fans.

Apple

You knew this one was going to be here, but it’s a great example of it.

How they do it: This is interesting, because they’ve created raving fans through a traditional word-of-mouth campaign, but have recently coupled it with an influencer marketing campaign.

This isn’t influence the way you’re used to seeing it. Instead, other brands are using Apple products to entice and engage with consumers because they’re the products that consumers want. Apple’s created their own “coolness,” and other companies are using it for their own gain. (Think of all those “sign up and win a free iPad” contests you see on Facebook.)

influencer marketing by AppleSource

United

While many people will point to all the #UnitedFail messages floating about in cyberspace, I’d like to point you to how they’re using influencer marketing in social media. They’ve understood that it’s more about the “sharability” of the message on social media, rather than the messages itself.

How they do it: So, they invited a high-profile frequent traveller (read, loyal customer) and turned him into an advocate.

They gave him an exclusive behind-the-scenes day with them—working in baggage, boarding, guiding the plane to a taxiway, and more—knowing that he’d share his experience on social media. It may not slow down the trending “fail” comments, but it certainly provides a positive alternative.

Peter Shankman and United Airlines

Nordstroms

The high-end retailer does it very simply by answering questions and requests on their Twitter account, @Nordstrom.

Hilton

They provide information and help to people who aren’t even asking them for it. Their social media team addresses “unmet need(s) of prospects and clients.” It’s such exceptional service to non-customers that people are now considering staying with them when it comes time for them to actually book their vacations.

How they do it: The social media team answers travel messages with directions, suggestions, and other travel-related information. Often these messages aren’t even directed to Hilton, but they’re monitoring all sorts of hashtags and other travel conversations, so they’re able to respond to them all.

Got Chocolate?

Just when you thought raving fans were restricted to consumer brands, here’s a campaign from Got Milk for chocolate milk, called, Got Chocolate Milk. They wanted to reshape the notion that chocolate milk was a kids drink only, and let people know that it’s a great way to replenish fluids and valuable minerals after physical activity.

How they do it: They gathered credible influencers like athletes, sports nutritionists, and sports & fitness bloggers, and had them start talking about it.

Because they knew that they were creating ambassadors and experts in their influencers, they provided them with lots of information and other content they could use and share with their circles.

Creating Raving Fans - GotChocolateMilk.com

Turn Your Fans into Raving Fans

As you can see, it’s not hard to turn “regular” fans into raving fans, loyal customers into brand ambassadors. You simply need to develop a strategy that works for your brand, then put it to work. And focus on these four steps:

  1. Give’em what they want.
  2. Get your message out the right way.
  3. Curate some content you wish you’d written.
  4. Interact with your fans.

What’s holdling you back? Go out and get social!

Don’t miss other Crazy Egg articles by Julia Borgini.

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About 

Julia Borgini helps Geeks sell their stuff. She writes engaging website content for B2B Technology companies with Spacebarpress. Follow her on Twitter @spacebarpress to see what she's in to now.

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