In Brian Solis‘ book, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate and Measure in the New Web, he outlines 21 “rules of engagement” or best practices that will encourage thoughtful interaction between brands and customers. Here’s a look at the top 10. For the complete list, view his post on Mashable.
1. Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network.
3. Determine the identity, character, and personality of the brand and match it to the persona of the individuals representing it online.
4. Establish a point of contact who is ultimately responsible for identifying, trafficking, or responding to all things that can affect brand perception.
5. As in customer service, representatives require training to learn how to proactively and reactively respond across multiple scenarios. Don’t just put the person familiar with social networking in front of the brand.
6. Embody the attributes you wish to portray and instill. Operate by a code of conduct.
7. Observe the behavioral cultures within each network and adjust your outreach accordingly.
8. Assess pain points, frustrations, and also those of contentment in order to establish meaningful connections.
9. Become a true participant in each community you wish to activate. Move beyond marketing and sales.
10. Don’t speak at audiences through canned messages. Introduce value, insight and direction with each engagement.