When you think about how to engage an audience, you have to first focus on the message you want to get across. Toms shoes focuses on their message of helping children. Zappos focuses on their superior services and the value of people, both their own staff and their customers.
Apple focuses on selling superior products to their fans. Apple fans are not just repeat consumers but feel they are a part of something bigger. They feel a sense of belonging to the Apple family. The focus of Burberry is to provide high quality luxury products. Burberry fans feel a connection to the historic brand that other luxury brands cannot seem to replicate.
There is no formula in building an affinity through social media with your customers. It takes hard work, committment and real engagement. The message has to be clear and real. How is your brand, product, service perceived? What can you do to change the perception? Consumers are looking for increased value. You neeed to raise your brand's perceived value. For example, you may have a wonderful product but consumers are asking, what have you done for the environment, charities, non profit organizations,etc.
What do your customers value? Is it price, quality, availability, after sale service, etc? What is the most important parameters for your clients? For a dry cleaner it may be extending your hours to accommodate your clients. For a Doctor it may be returning phone calls personally. For a new brand of footwear it may be comfort and style.
Once you know what your customers value you can take steps to reach your audience through social media marketing. You may announce through Facebook your new extended hours or the fact that you personally return all calls. Once you have the perceived value down you need to express it.
