Build an audience

Instead of going out to reach people, you want people to come to you. An audience returns often….on its own….to see what you have to say. This is the most receptive group of customers and potential customers you’ll ever have.
— Jason Fried and David Heinemeier Hansson, Rework
  • Establish an on-going dialog and encourage customer involvement
  • Publish high-quality content, consistently, that is engaging and informative to keep customers coming back
  • Keep content fresh, timely and relevant
  • Integrate with marketing campaigns to drive awareness, interest and action
  • Create social campaigns that trigger responses, involvement and customer engagement

Successful social businesses never skimp on content quality. Companies continually create it, curate it and keep it fresh to ensure participation.
— Putting Retail to the Test, Bicycle Retailer and Industry News, July 2014, Vol 23, No. 7