While I was cruising through my blogs last week, I came across an interesting article about social strategy and pizza.
Some tweets were sent out complaining about bugs in Pizza Hut’s mobile app, tagging the ‘Hut. Pizza Hut responded to the original tweeter, asking him or her to file a complaint on another website so the developers can look into it.
Meanwhile the app had numerous one-star reviews about the bugs, but Pizza hut continued on tweeting about basketball, pizza, and various toppings.
It’s pretty obvious that although Pizza Hut had a social media marketing strategy in place, they had no plans for engagement.
The article goes on to compare Pizza Hut’s sticky situation with one of their major competitors, Papa John's. Papa John’s twitter feed had numerous responses and retweets, as well as the usual banter about pizza and sporting events.
The contrast is clear: Pizza Hut was using Twitter to push pizza sales; Papa John's was using Twitter to engage with customers. In this instance, Papa John's came out the winner; at least to the Twitter audience.
So how does this apply to your small staff association’s social media marketing strategy?
Pretty simple: engagement > “the push”
Don’t get me wrong, your social media’s ultimate goal is to recruit members, lend credibility to your association, connect with current members, promote events, etc. That’s the reason your twitter account exists at all.
And step one when you get any social media account is to gain followers and establish yourself with quality content.
But once you have some followers and are noticing some engagement, it’s time to retweet, react and respond to what is out there in your space. You’ll find you will reach your goal quicker and easier by engaging than you ever will just generating and tweeting content without seeing what’s being said to you.
So take a cue from Pizza Hut and Papa John's: eat some pizza and engage!
For more tips on social media for small staff associations: