4 March 2011 4 Comments

Brand awareness and communication: how to tap brand followers’ energy

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


We all know it is hard work to get the necessary and required eyeballs. Whether online and offline, this is due to increase in the noise level. Those who are in marketing communications (offline and online) will share experience if you will care to listen. As we are all aware, it is not enough to have great content, no matter how good that is, but content marketing is another tough stuff which many will not want to be involved in. The noise level out there keeps ‘overshadowing’ whatever activities they seem to put up.  brand's online audience, brand followers and fans

But I have also noticed some few exceptions to the above. There are celebrities, artistes, on air personalities who had been privileged to have gained the eyeballs they desired but do not know what they could do with their teeming followers.

What I noticed is that some of them do not expect they will have crowd surge as soon as they create account. I think if they know this, the deluge would not have caught them unaware.

Below is my advice if you want to maximize benefits from your followers and fans:

Have a goal: From day one, make sure you have a plan and goal for your brand awareness and communications efforts. Where there is no goal, abuse is inevitable.

Build strong relationship: continually build strong relationship with those who can trust your brand so much they want to hear what you have to say. You may take the relationship beyond the online platform and meet offline once a while.

Take feedback seriously and respond: Your brand may not gain much from the eyeballs/followers except it takes feedback from the followers serious. With regards to negative feedback, learn to handle negative feedback with finesse. This will enhance brand profile than diminishing it.

Ask for help: Your brand will always need help. With thousands of followers, your brand can get information from the marketplace or grass root. When you need to do survey, your followers can help you carry out the survey with little rewards.

Train them to become brand Ambassadors and big mouths: be willing to give support to the followers so they can become your ‘mouthpieces’ in their own community. When you empower them, they can become great addition to your brand communications and goal achievements. Am I missing something? Please drop your feedback.

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