Give Them Something to Talk About

Everyone wants their brand to be talked about positively in social media. One way to accomplish this is by having content that engages your targeted community and inspires readers to comment on it and share it. Content can come in different forms such as blog posts, white papers, videos and innovative online promotions and sweepstakes.

Let’s face it, the people who invest time tweeting are always hunting for something innovative, interesting or funny to share. The challenge: putting the right message in the right format in the right place to hit your target, build your brand and generate leads.

Every day you see more great examples of this. Some advertisers like FedEx are being innovative in how they present their offline campaigns on the web. After being entertained by the “pep talk” site with Dick Butkus, I was inspired to share the link and become a brand ambassador for FedEx.

But you don’t need a FedEx budget to get your target’s attention online. Charlotte Pipe and Foundry, a 108-year-old company, faced increasing competition from businesses that import pipes made overseas. The company created an entertaining campaign to prompt buyers to raise questions about competition from imports meeting industry standards. The campaign, “Rosco’s Pipe-Sniffing Dogs,”  targets contractors and engineers, encouraging them to discuss whether imported pipes meet industry standards.

The “Rosco” campaign engages a targeted community and inspires them to comment on and share a brand message. In short, it gives contractors and engineers something to talk about in social media. You can do this too with your brand. You just need to connect with your target market with the right message in the right format.