Engaging target audiences is good, connecting is better
But while I agree that engaging target audiences in discussion
is crucial to learning about their needs and heading off problems,
I also think it's just the beginning. There is an extra step that
can further separate a business and a brand from the
competition.
It's called "connection."
There is a subtle difference between the two. Engaging implies a
free-flow of information from one party to another. Connection
takes that extra step by finding common ground with a target
audience member and using it as a reference point to build a
relationship.
Here's an example. As a public relations professional, I work with
many editors and reporters. An editor I know is a big fan of model
railroading, and has been working on his layout for years. I used
to be an editor for the model-hobby industry's leading trade
publication, so that's the common ground for us, which we explore a
little more every time we talk. The running joke is that he never
seems to get his layout done. (Sorry, Jim, but it's
true.)
It might seem like a corny example, but the point is, that
connection has benefitted us both. He receives information from our
clients that meets his editorial needs, and our clients are able to
disseminate key messages and content through his
publication.
Connection works in social media, as well. For example, I have
strong relationships with people on Twitter
that I've never met in person, just by taking an interest in what
they tweet about - everything from their hometown to their favorite
sports team.
In the education field, they say students don't care what
you know until they know you care. The
same can be said about target audiences. I submit they are made up
of people, who crave both connection and caring. The good news is
that it doesn't take a great memory to connect -willingness to make
the extra effort can speak volumes.
In a world of 140 characters and automated responses, taking the
time to foster a connection can be the key
differentiator for a business or brand.