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.”