You’ve done your research, you know what your audience like to read, watch, say online. You’re ready to take your brand presence to the next level online, you want to make it big on Facebook… to post, to listen, to learn, to really reach and engage with people. Trouble is, your prime prospects don’t want to talk about <insert products> all day long. They don’t want to muse on what colour theirs is, or what they did with it last week. They might think <insert products> are great… but they have no desire to go on about it, in any way, not even on your shiny, carefully constructed Facebook page.
So what’s needed is content your target people will talk about, and share.. that’s funny, or otherwise entertaining.. and whatever it is, ideally it needs to lead in some logical way back to your product. Even better, a rich content seam you can mine again and again. Sure it can be about ‘lifestyle’ – but if the product can be found in the message.. that’s when it’s working hardest.
A good example of this principle in action is Red Bull’s Facebook page posts – referring to ‘wings.’ The brand has cultivated a life on the edge image.. but importantly, for the day to day on Facebook, it references wings.. in all kinds of obscure ways, making its audience think back to the brand.. and the high octane fizzy concoctions it ultimately wants to sell.
‘Wings’ then, is a simple, effective ‘social object‘ that gives the brand lots of room to play. Which is what’s needed for inspiration when you are trying to engage one of the toughest, least patient, audiences online: young men.