Building a Social Media Community One Person at a Time
Friday, July 25, 2014on
Recap of July Sunrise Scrambler "How to Befriend the Lonely Social Media Manger" by Aaron Wirtz “Social media is about telling the story of your organization.” That was the message delivered at yesterday’s Sunrise Scrambler by Aaron Wirtz (@aaronwirtz), Social Media and Marketing Manager for Subaru of Wichita (@ridehomehappy). With a background in both theatre and English, Aaron has found a way to capitalize on both of these talents as the local dealership’s front man and the guy behind their social media accounts. He reminded attendees that it is the messages that are valuable, human (not too sales-y), and that match your customer service that are the most successful. One of Subaru of Wichita’s most memorable marketing endeavors came about when protestors arrived at the newly renovated store on east Kellogg. The “Shame on Subaru of Wichita” sign provided the perfect opportunity for Aaron and his team to complete the sentence. They placed a sign that read “for having unbeatable prices” right next to the original sign, and posted the photo on the dealership’s Facebook page. The brilliant marketing endeavor quickly went viral, with feedback coming from as far away as Australia and New Zealand. Aaron noted that marketing isn’t always about computers and big budgets – sometimes it is just about carrying a big banner outside. In January of this year, there were approximately 181,000 self-proclaimed social media gurus floating around on the Internet. Unfortunately, their “5 Steps to Have Engaging Social Media” and “10 Ways to be Relatable” articles usually aren’t useful and all say the same things. That’s because it is easier to write about doing social media well than it is to actually do it. People want to be spoken to on a personal level, not like they are one of thousands reading the same post. In order to build an engaged community, you have to do it one person at a time. Aaron gave an example of a Subaru car club that meets in the dealership’s parking lot. In the past, they would be asked to leave wherever they had parked – now they have a place to gather. He has posted photos of their get-togethers on the Facebook page with great response. It is human and relevant because they own Subaru’s and the dealership sells Subaru’s. Take time to reply to tweets and like/share content on other pages. That’s how to build a relationship with your audience. These things do take time, but people will start to notice when you engage on a one-to-one level. A special thanks to Aaron for taking time to share his expertise with us and to our sponsors Legacy Bank, Wesley Medical Center, and Waddell & Reed Financial Advisors for making this program possible. Click here to see photos from the event.