“Breaking Away from the Net”: A Look at the Importance of Socializing with Customers

An article that I read recently, “Brands With Large Followings aren’t Necessarily Sociable,” was posted on PR Daily. It did a good job of clarifying the different categories that brands fit into on social media. I thought that it was interesting because in class we have talked about how brands should interact with customers on these social media sites and that it is essential for growth of a business to interact with customers. Social media for business is essentially a common ground where customers and businesses not only can interact and learn about each other, but they should. 

The article classified two types of brands. They are categorized as “hyperconnectors” and “sociable butterflies.” Hyperconnectors are brands that are only concerned with, “racking up followers,” while sociable butterflies are determined to have “thoughtful interactions” with their followers. I thought that it was very interesting how the authors described the different types of brands. It makes it easier for the reader of the report to classify themselves as a brand into each of the categories. Throughout the rest of the report, they will be able to learn ways of becoming more sociable.

The article also mentioned how, sadly, most brands are hyperconnectors. The writers of the report, Cole and Weber from The Palmerston Group, encourage all brands to become sociable butterflies that “break away from the net” of clutter on social media. The initial report also indicated what brands need to do to become sociable butterflies. It listed four categories, accessibility, caregiving, resource and spark. Underneath those categories are tools to use that help brands become sociable butterflies.

I think that this is such an interesting report because it really goes to show just how important social media is to brands. Especially under the resource section it lists, be in touch, be listening and be quick. These are all things that we have talked about in Emerging and Social Media class and how important it is for brands to make the effort to be all of these things for a customer.  I am excited that I can see how effective it can be to a brand.

These are guidelines for brands, but I think that if seriously considered, brands will be able to break free from the clutter of social media and stand out to customers.  Then they can truly “be the butterfly.”


About jlswenson

I am currently a senior at Marquette University studying Public Relations with minors in Marketing and Psychology. I've taken numerous classes in Public Relations, Advertising and Marketing disciplines. Additionally, I've had experience working with PitchEngine and Cision.
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2 Responses to “Breaking Away from the Net”: A Look at the Importance of Socializing with Customers

  1. izzicrowley says:

    Unfortunately, I do not have a smart phone so I am not able to remain constantly “in the loop” about what is happening on my favorite social media channels. I often find that when I get on Twitter and try to start sorting through what I have missed it is nearly impossible. I follow a lot of my favorite brands, but most of the time I am not even able to find their content because my Twitter feed is so bogged down by the people I follow that never seem to stop tweeting. One of my friends tweets regularly and I can count on one hand the number of times that I have seen her tweets in my feed without actually visiting her Twitter page.

    I am not sure what the best solution to this problem is, but there seem to be two options. Either my favorite brands increase their posts so that I actually catch them in my feed, or the constant noise coming from other people reduces to allow for a less cluttered environment. I hope that the latter will win out! I am tired of sorting through a lot of noise to find the content that is really valuable. This is a testament to both the over-saturation of social media posts by the hyperconnectors and my need to stop following those people who are not providing me with any value. Guess it is time for some fall cleaning!

  2. 123321a says:

    I definitely agree with your problem. I am not in the loop as well since I am still using the prehistoric brick phone. I feel the best way to combat a situation like this is to have Twitter implement a system similar to Facebook’s advertised posts. If there are tweets from people you wish to see less, then have a setting for that. Otherwise, as more people tweet daily, it’s going to become hectic.

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