Liking is ok, Sharing is better, but Creating is the ultimate
Wendy Clark, Senior VP, Integrated Marketing Communications and Capabilities at Coca-Cola, talks about the keys to social media success in this article. Check it out, very good read. My favorite line:
Forget the “Like” button. It’s all about the “Share.” It’s the most critical thing. “Like” important, “Share,” more important. We have to create content that is shareable.
I very much agree that “sharing” is much more meaningful and impactful than “liking”. Clearly today its far too easy for a consumer to “like” a brand on Facebook (for example) and then never interact with that brand again.
I’d take Wendy’s comments one step further and say that while “Like” is good and “Share” is better, “Create” is the ultimate. If you can get your customers creating content vs. just sharing your content, that’s the real goal.
I have often said that the biggest compliment one can give you online is to share your content, whether it is a tweet, video, blog post or photo.
Do you think sharing your content is a bigger compliment than spending the time to contribute their own unique content on behalf of your company?
So it is better for me to create a tribute band for my favorite artist rather than buy their CDs and give them to all of my friends. Come to think of it, I do the latter quite a bit, but I have never formed a tribute band (yet).
I don’t think you have to start a tribute band to pay tribute to a band (or brand). I think there are great examples of fan-made videos, art, advocacy campaigns and straight up love that have nothing to do with sharing that brands content and everything to do with someone loving something so much they had to make something. That’s an awesome testament to their feelings.
Thanks Seth, that’s exactly how I feel. Brand love going so far as to compel someone to create content is an awesome testament.