Social Media is not just about “spreading the word” about your brand. Engagement with consumers in real time is much more important and this is what adds value to your business. Going into Social Media is much like having a “love affair” with your public. They need to feel well when being around your brand. Which are the 5 main rules for establishing “loving and lasting” relationship with your consumers through social media. –

Research and plan

Researching on what your public is interested, and planning your social media campaign around that, is probably “half a battle won”. Research for where your customers go, which websites, forums, social media… and be there! Don’t waste your time on sites where your target audience would never go – like gaming space if you are targeting mums with babies and toddlers (do you think they would have time for games). If you are in the beauty industry, for instance, see if your consumers are interested in things like any potential side effects of your products on the skin, impact on environment and animal testing. If there are any concerns about is, explain your point of view in a friendly conversation. But it is important not to lie! Always…

Be Honest

Telling people the truth (in this case about your company, services or products) is the essential for building your reputation and positive image. People will trust you that way. And what is more important – if you ever make a mistake, they would be more prone to “forgive” you.

Engage

Have something to say? – Then say it in an interesting and engaging way. Don’t just throw random messages in the social media space. Every post in your blog, Tweeter message or LinkedIn discussion should be planned around your social media strategy (yes, you need to have one). Respond to question and comments from people visiting your social media networking sites, commend other posts in competitors’ blogs, re-tweet and share. Use tools and widgets to spread the word as fast and wide as possible like having a “share” button next to your posts, or connecting your tweeter, facebook and LinkedIn accounts, so that your say will reach everyone at once.

Listen, listen, listen

Well, talking and sharing ideas is important, but it is now time to start listening to your public, too. Unhappy customer? – see why, think about the reasons and answer immediately. Show respect and understanding – everyone would appreciate it and would feel flattered by your attention.

Be One Step Ahead of Competitors

Monitoring what competitors do, track your reputation by using online tools or software. Trackur, twitrrart, trendpedia, socialmention, buzzlogic insights, xefer, streamwall, socialminder, blogpulse, or even simple google alerts could be of great help in that. See what the trends are, what consumers in your industry are interested in, and what competitors are already doing, and be “one step ahead”. Provide more information, interact, proved an extra attention. This “extra” effort might do the job and make you the winner.

Sounds much like being in a relationship, doesn’t it?

Tell me that you don’t love to be entertained! Willing to be entertained is something that we constantly look for. Yes, and we look for it in even the simplest things like reading your newspaper on your way to work, chatting with your colleagues (those “stolen moments” in the kitchen while making coffee), or “playing” with your new handset on the tube. There is nothing wrong with that. Some may say we all keep a little kiddo deep inside us, and this “little kiddo” drives our “play instinct”. True or not, play is an important part of our day-to-day life – it helps us escape from the stress, and increases the “feel good” factor.

Landing this into marketing communications, entertaining consumers via brands is probably one of the most powerful tools for creating obsession. And driving sales, of course! Live music event, shopper experience, interesting application on Facebook, Second Life presence, mobile platform… the opportunities for entertaining consumers are endless. Once “in the game”, people will love you and trust you, and will buy whatever you sell them. But how do we get there? –

Step 1: You’ve got a brand. And you’ve got your campaign objectives. Include another point here – “make my target feel good, feel entertained”. Well, first step is to “invent” a way of entertainment through the brand. Choose your marketing tools, according to your public’s profile and interests. Are you going to develop marketing campaign for male young professionals? – digg in recent technology opportunities, get some ideas from the latest gadgets, “adults games” and tech widgets. Once you’ve got your idea how to entertain…

Step 2: Get people’s attention. Plan your media channels carefully – which marketing tactics will transmit your idea most successfully. Research on opportunities, on current trends and competitors…And get creative! Make your customers “expect the unexpected”, surprise and engage. Not just big-scale events might be entertaining; many social media platforms provide thousands of opportunities to create “fun and play” around your brand. Digital marketing, online games and contests could also create top online brand entertainment, if used properly. You think, so people can laugh.

Step 3: Whatever marketing tool you’ve chosen to entertain, never underestimate your consumers. The line between creating a playful experience (which will drive sales), and making people laugh AT your brand (which will drive sales down) is very thin. So be careful. It might be an online game, a fashion show, or a music event – whatever it is, you must keep up with your high standards. By creating engaging, memorable and positive playful experience, people will lock your brand in their minds together with that experience, and will (partly consciously, partly) unconsciously fall in love with it. If you manage to “drive people crazy” about your brand, you’ve discovered the art of winning through entertaining.