You know that thing everyone is talking about? You should be doing that too, right? It’s a current topic, lots of people are sharing it, you should be a part of that conversation too!
Just wait a minute. Before you run off to hijack the latest hashtag, national day or meme, have a think about how it actually relates to your business and your brand.
Does your tribe want to know?
The idea of finding your ‘tribe’ has cropped up in conversation a few times for me recently; that group of people who have a similar outlook and a genuine, authentic connection. Sometimes being part of the bandwagon crowd is absolutely the right thing to do, particularly if it’s a topic which is relevant to your industry, to you personally, or something which your company has links to.
If you’re a sole trader who has overcome or is managing a significant illness – spread the word, raise awareness! People will connect because they know you and will appreciate the value of what you’re saying.
If you’re a dancer and it’s International Music Day, people will want to hear your take on things.
Feel free to support #BringYourDogToWorkDay if you do actually bring him to work, or have her resting on your feet as you type – customers like to know the people (and pets) behind the brand. (Just make sure you include a photo, I want to see your dog please.)
Adding your voice to the noise for the sake of it won’t do you any favours. At best, you’ll look like you just follow the crowd (rather than your tribe). At worst, your followers will think you’re spamming them, you’re irrelevant or you’re disingenuous and leave you.
As ever, show and tell your followers the things that really matter to you and your business – people can tell if you if you believe in what you’re saying or if you’re just trying to profit from someone else’s words. Ultimately you want your customers to trust you, and if you’re pushing out a hashtag just because you’ve seen your competitors do it, or you’re reposting that meme because you’ve seen it loads already and don’t want to miss out, that trust will start to disappear.
Have you successfully hopped on to a bandwagon? Or did the wheels come off? I’d love to hear your experiences!
Photos credits: Bureau of Land Management [Public domain]
Wikimedia (Cairn terrier)