As marketers, we’re always looking for ways to extend the conversation between brand and consumer. That’s what we’re paid to do. Too often though, we think in narrow terms about how to generate brand advocacy online.
Capitalizing on a current event with a clever tweet may get you included in a “best of” roundup or two, but it’s not necessarily a sustainable practice when it comes to building online chatter and mobilizing your community to take action. For brands to make a true impact with social media, there first needs to be an offline interaction that resonates loudly with people … and one that ideally gets shared online.
