Would you go up to people in the street and say ‘pleeeease join our gym’? Would you thrust leaflets into people’s hands as they came through the door and say ‘pleeeease tell your friends about our spa treatments’? No, of course you wouldn’t. No self-respecting brand would.
So why behave in a similar needy way over social media?
Earlier this week I came across this tweet by Bannatynes:
— The Bannatyne Group (@Bannatyne) August 20, 2014
I understand that they’re offering a prize once they reach a certain number of followers, I understand that they’re using their current followers as a way of getting to other people, I understand that it’s a competition to try to get to 5000 followers. However, the needy language is all wrong for a brand that offers luxury, opulence and relaxation (as stated on their own website.)
It’s not only Bannatyne who are guilty of forgetting their brand and brand voice once social media competitions come into play, lots of companies do it. Our advice is to stay consistent, avoid using needy language wherever possible and definitely don’t ever beg for retweets or follows. Instead work on genuinely adding value to your audience so they want to share your content without need for incentives. Then when you do offer prizes, your audience is willing to share and tell their friends because you have earned it!