Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
In this chapter, we are taught about how important it is to actually build a relationship with your audience. It definitely makes sense because, unless I have some sort of connection with a certain brand, I won’t make an effort in participating in it’s activities whether it is online or not. It is all about keeping relationships already built or, like the book says, converting weak audiences into strong personal relations.
Squeeze is a fairly new, unrecognized brand in the Tampa Bay area. Since it originally began in St. Petersburg, its understandable how they have much more of a crowd or known name in that area. However, for them to have moved to a different scene with different audiences, they must make connections! They must interact with people, meet them, make events, etc. They must build a relationship where people will trust them and want to be apart of what they are, their brand, their products. Not only for the benefit of that specific audience, but for sharing purposes. As that audience shares your content or your news, their own audience will then find out and hear about Squeeze.
If i’m not mistaken, Schifino Lee Advertising + Branding came to one of my classes to speak to us and the lady who represented them talked about one of their clients, the Tampa Bay Lightning. She said that they knew that there were different types of fans, starting from not a fan, to somewhat, to on and off, swingers (who likes different teams), fans to die hard fans. She then explained how they needed to target these fans differently with the ultimate goal that die hard fans will motivate regular fans, and regular fans motivate swingers, etc. all the way down to those who aren’t involved at all. That is similar to what this chapter is about and what Squeeze should do. Squeeze should realize that not everyone is aware or into the cold pressed juices and figure out a way that they get involved with their audience and have help from the customers themselves to motivate others to participate.