Blogger: Mary Keeley
Location: Books & Such Midwest Office: IL
Today is a change of pace. I’m going to list responses from a panel of CEOs and upper-level execs to a question Scott Meldrum asked and reported on in his June 17, 2011 article posted on iMediaConnection.com. I’d like you to personalize one or more of the executives’ responses and share how it affects your perceptions, approach, and ideas about connecting and building your fan base. Hopefully, there will be some aha! moments and valuable take-aways with which to end the week.
Instead of asking the usual question, what is your brand worth to you? Meldrum chose to ask the “more important” question: What is a brand worth to a Facebook Fan?
Here are the responses he received:
“A brand’s worth is equal to the content it provides, whether that content is timely information, customer service, exclusive offers, or deals. In a word: value. What do your fans want? What do they expect from you? The closer you are to delivering on those expectations, the more valuable you are to your fans.” – Michael Lazerow, founder & CEO, Buddy Media
“It depends. A brand could be worth a lot to a fan if it provides value, community, connections, and/or entertainment. Or it could be worthless, or even a negative value, if it disrupts or adds to the noise.” – Dave Kerpen, CEO, Likeable Media
“It’s all about the relationship. If the brand shows through its actions that it truly cares, then fans will value the brand. If not, it’s a one-way street.” – Rob Fuggetta, founder & CEO, Zuberance
“In our world (concert promotion), the artist is the brand. The more a Facebook fan feels part of the artist’s inner circle (i.e. direct access to the artist, exclusive content, access to tickets before anyone else, etc.) the greater the brand’s perceived value to the fan will be. This, in turn, will translate into greater fan loyalty and engagement in supporting the artist’s career.” – Blake Kuehn, senior manager, digital marketing, AEG Live
“A brand on Facebook is helpful. A brand on Facebook is useful, and interesting, and relevant, and human, and doesn’t take itself too seriously. A brand on Facebook respects my time and my interests, and knows just when to ask me to click or do something. A brand on Facebook educates me, brightens my day, gives me something special, or all of these. A brand on Facebook is worth my time and my attention . . . in theory.” – Jay Baer, president, Convince & Convert
“No crazy math here. A brand is only worth as much (or as little) as the value it provides back. Create meaningful experiences and offer up valuable content (informative, discount-driven, or entertaining) and your brand can grow its page beyond friends and family ‘likes.’ If you’re oblivious to your target’s needs, aspirations, and [you’re] socially annoying—no thumbs up or loyalty for you.” – David Brody, co-founder, North Social
“Fans can leverage a brand’s presence to establish relationships, e.g., brands help fans engage those with similar interests and allow fans to become trusted advocates/ambassadors, but on your terms. Brands operating on Facebook empower fans to be heard, but more profoundly, to guide the brand’s future direction. This creates a unique opportunity unavailable to those who do not forge social relationships with brands.” – David Silver, brand manager, SunnyD
What especially struck home for you that you want to apply to your own Facebook experience? I’ll start off the conversation: What one word was repeated frequently throughout these comments?