No comedian worth his salt is satisfied with one great joke. You want them rolling in the aisles, sure. But you want to keep them there all night long. Social Media marketing isn’t that different. It’s not enough to say one outrageous thing or issue one post that everyone loves. You need to keep your visitors coming back time and again. That great experience is how you turn visitors into fans. And fans into evangelists.
“Buzz doesn’t create evangelists,” John Moore said at Gaspedal’s Word of Mouth Supergenius conference in Chicago today. “Evangelists create buzz.”
Fair enough. But how do you create the kind of experience that makes people go online and talk about you?
Moore suggests you might want to think about theater if you’re trying pack ’em in — specifically improv. Moore argues that improv only works when the actors have a sense of who their characters are, what those characters want and what space those characters occupy. When the actors know those things, the jokes are more organic and flow easily through the scene.
Same goes for your company: What is your company really about? What are you trying to achieve? What’s your role in the marketplace? You can’t create meaningful content without authenticity. And you can’t be authentic unless you know who you are. Once you know that, you’ve got everything you need to keep your fans coming back again and again.