Making a convincing argument for
building a social media presence is
not difficult — consumers are
using social networking sites en
masse. However, simply setting up
a profile and feeding it blog posts
will not provide an immersive experience.
Instead, focus on interaction
through user comments.
User commenting is on the rise.
Have a look at popular social
updates and it’s not uncommon
to see dozens, if not hundreds of
user comments. And, it’s an ongoing
experience. When users comment
on a story they will return
to see how others react to their
opinions, even invite their friends
to join the conversation. This drives
engagement and branding and can
be one of the best ways to utilize
social media — by encouraging
users to be truly social.
Soliciting comments can be
challenging, but aided by contests,
submitting polls or asking open
questions about popular
industry news items, consumer
opinions or testimonials. You might
even consider running contests
or giveaways based on usersubmitted
The key to any social commenting
initiative is to help users provide
value to each other. For example,
ask your consumers about ways
they use your product — you
might find some interesting insights.
In this case, consumers can
educate each other on the many
benefits of your product beyond its
initial purpose. This can also
provide valuable research by discovering
ways to better refine your
products to fit consumer needs.