Brands—how much do you know about your Facebook fans? I mean, really know? You know how many you have, you can see how and when they interact with your content, but what else can you say about your fans? How many use your product on a daily basis, or how many wish they could? Which ones clicked “like” on your page two years ago and then forgot about you entirely, and which ones remain devoted brand enthusiasts who proudly advocate for your brand and spread word of mouth via their own personal profiles?
Chances are, most brands can’t answer these questions. A new like or follow doesn’t tell brands much about the users themselves, and this makes it very challenging to engage with fans on the personal, one-to-one level that social media promises. As a result, lots of brands have resorted to simply blasting their message on Facebook and Twitter, and they’re a bit lost when it comes to personalized, individual engagement with fans.
Victoria Ransom points out this challenge in her latest blog post for AdAge today. She proposes that brands need to implement systems to aggregate and analyze social data in order to be able to create highly personalized interactions with consumers. Of course, this is exactly what makes Pongr’s photo response management tools so great.
Photos are an excellent way to engage with consumers for a number of reasons—most importantly, because taking and sharing photos is a wildly popular existing behavior, as demonstrated by the explosion of Pinterest, Instagram and other photo sharing sites and apps. Photos are also easy and very personal, appealing to our innate desire for authenticity and self-expression. They’re fun to take and fun to look at—what’s not to like?
Pongr’s tools make it simple for brands to take advantage of fan photos for social marketing purposes. We provide information about what brands consumers take photos of, what their friends like and snap pictures of, and much more. Not to mention that you can understand a lot more about how a consumer really feels about a brand from their pictures than you can from a Facebook “like” alone.
Brands can get a much better idea of who the real brand enthusiasts are through photo marketing. This allows for more personal interactions on Facebook and Twitter and ultimately a better experience for both brand and consumer. Social media should be just that—social. Go beyond the “like”, and find out what your consumers are really about for really effective, personal brand engagement.