It’s the new buzzword. Everybody’s doing it.
But, while we’re all racing to be part of the next big thing, it’s easy to overlook a quieter way in which social media can prove extremely valuable: finding your brand’s voice.
Two years ago, redpepper created the MyKirkland’s community site in order to strengthen the relationship between the Kirkland’s brand and its followers. With 6,000 members in the first month alone and more than 150,000 members to date, the bustling site is certainly serving its purpose. (Not to mention attracting quite a few new fans.)
But MyKirkland’s has also proven valuable in a way that isn’t as immediately obvious. It has provided a front-row view into how our audience talks, thinks and acts. It has helped us understand what they care about and even what they don’t. In my notebook, these insights are worth more than any dollar amount.
Let me back up.