When to engage in social media chatter and when to draw the line

For some time now, savvy marketers have been using social media to connect with key audiences on a personal level. However, not everyone wants to “connect” with an organization. So, how can we walk the fine line between engaging and stalking prospective customers?

With Twitter, a number of retailers and restaurants are relying on it this holiday season to share info on promotions with customers and prospects. And, per a story in today’s USA Today, more shoppers are searching for coupons online. Just like the next person, I’m happy to score a deal on a product or service, and I’ve been elated with deals I’ve found on products like Cleveland-based Zoya nail polish via Twitter. However, I’ve also been creeped out when a doc sent me a tweet about trying his clinic for a massage after I gave a spa recommendation to a tweep via Twitter. As a marketer, how do you draw the line so you attract customers and not alienate them?

I believe that for proactive social media programs, targeting and content make the difference. For example, if you monitor for mentions about your company or products/services on Twitter and @reply everyone who mentions you without investigating the context, odds are that you’re going to alienate someone like the doc did to me. And, if your content is all about you, you’re going to lose followers who feel like you’re spamming them.

So, what’s the right balance? Check out this case study in PC World about Naked Pizza in New Orleans, which is being lauded for conversing with customers on Twitter in a way that mixes humor with social and health consciousness – qualities that reflect Naked Pizza’s brand identity.

Regarding when to react to social media chatter vs. ignoring it, here is an excellent chart from the Air Force that its communications team relies on for evaluating whether to respond to a blog post about its organization. It includes a flow chart that provides direction on whether to monitor only, fix facts by responding to errors, respond to rectify a situation or to share success. It’s easy to understand and helps to put the potential impact of a negative post into perspective. For example, if a blog is not well read or credible, it’s most likely in your best interest to continue monitoring and not formally respond.

If your organization is actively tweeting promotions to customers, what’s your philosophy on how to attract and not alienate?

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