Peter Wilkinson Panther Social Media
And what, I hear you ask, is the Social Media Passion Index? It’s composed of aggregate scores given to all the chatter about your brand, Tweets and Likes and comments containing the following words:
Love, Like, Dislike, Hate.
So if most of your chatter is people saying they Like your brand, or people saying they Love it, you’ll get a nice green (love) bubble or a good yellow (like) bubble on the Passion Index. If, on the other hand, your chatter is split between Love and Hate, you’ll end up with a mixture of Like and Dislike on the Index.
Clearly your goal is to find Love.
And in order to find Love, you have to learn lessons from people who Dislike or even Hate you.
What I’m talking about here is chatter analysis. Take all the online conversation that mentions your brand name and one of the four Passion Index words over the last year. Then analyse the content of the chatter that Hates or Dislikes you. Because it’s here that you will find the discrepancies between your brand goals and its impact on its users.
The point is, social media is there to help you leverage your brand potential by understanding what it is that your customers want from you. The brand that uses social media to interact and engage with its customers is, ultimately, the brand that gets Loved by all.
So what’s the trick? How do you move from being simply Liked to being adored?
“You talked. We listened.”
Ever hear that phrase? I hear it all the time. Niche golf manufacturers (brands that are all golf, rather than multi sport brands) say things like this every month. Because they release a product and encourage user feedback, so they can keep on making their products better. Your golf brand is exactly the same – whether you’re a golf course or a specialty manufacturer of spring loaded putters.
The simple truth: no-one loves anything that doesn’t engage with it. A massive brand that never really interacts with its customers (like Nike, which unsurprisingly scored a good solid Like in its Passion Index but no real Love) may be trusted without being loved. Passion is reserved for brands that know how to blog, how to upload interesting and engaging tutorials – how to be personally important to each and every golfer who uses their products.
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