DebNG just asked on Twitter: "Tweeps: I asked this question over the weekend: what is better for building your brand and your community: Twitter or FaceBook and why?"
I wanted to write an extended response here. In our work helping companies develop a Communication Activation strategy, we emphasize the research needed in determining how customers would like to interact with the brand. Some may like Facebook, some like podcasts, some like tweets. It really all depends on the market.
I think all marketers need to be everywhere there is a large congregation of their potential and existing customers. Facebook, LinkedIn, Twitter, etc. Anywhere you could potentially be talking with customers and potential customers is where you should start. Then begin to use your own Blog and website as the focal point for those consumers. By providing compelling content and support to the community at large you can build trust and engagement with the community.
I would start with where current customers are, setup a basic presence, then begin a 3 step process:
- Listen
- Learn
- Engage
Listen
You must always first listen to what people are saying. Just because we are dealing with Social Media doesn't mean we should throw out the traditional marketing appoaches. Start with some real market research by locating communities and groups online within the social networks where your cusomters could potentially be.
Learn
What are the common things your are hearing? Are users expressing interests in a new product, service or an improvement/complain with an existing product or service? These key learning will be the focus of begining to engage the community.
Engage
Begin to participate within the community. Provide valuable input and content, such as answering questions or issues. You will need to build trust and longevity within a space before you can begin working product marketing into your social stream.