What is the only thing worse than not having a social media presence for your brand? Having a social media presence and not engaging with and responding to your audience. I call this empty room marketing, as your audience is pretty much stuck in an empty room, devoid of any type of two-way brand interaction.
Nevertheless, this is something I see happening all the time on Facebook, Twitter and other social platforms. Brands of all sizes are claiming their digital space, spending the time and money to set up their pages and then, the lights go dim. Worse yet, they keep pushing their own updates, without ever taking the time to respond to a single comment.
They basically allow their fans and followers to run wild on the page, many of whom are simply looking for basic answers, feedback or customer service from the brand. And what do they get in return? Not even a hint that the brand is listening to them.
In my opinion, this is one of the biggest and most costly mistakes you could make with your social media campaign. Heck, if you’re doing this, then I don’t even think you should be calling it a social media campaign. For it truly to be social media, you need to spend more time listening and responding to your audience than anything else.
It appears that I’m not alone in my reasoning. Several social media ninjas agree that allowing your fans and followers to talk into an empty room is bad for business.
As Socialbakers CEO Jan Rezab puts it, “If you want to be social and enter social media, then be social and talk to your fans, have them ask questions, do customer care there if necessary.”
Furthermore, Rezab points out that according to his research, 95% of Facebook wall posts are not responded to by brands! Wow! Why do these brands even have Facebook pages then?
Of course, we have to be realistic here. Due to the amount of activity on some pages, you might not have time to respond to every inquiry. But guess what? I’m not asking you to respond to every inquiry in that case. Just respond to enough of your fans and followers so that if I were to visit your page for five seconds, I could tell that you are listening.
You should want to do this. You should want to keep the conversation going between your brand and your audience. Don’t let all of the other hard work you did go to waste. Take the time to respond to your audience, plain and simple.