ENGAGE FANS IN AN ACTIVE & HONEST DIALOGUE:
Loyalty from the fan community is based on listening & being part of the conversation vs. a traditional one way communication.
Authenticity has been the most important tenet for success for Taco Bell’s social media. Embracing both positive and negative comments result in fans/followers becoming loyal brand evangelists and advocates.
AUTHENTICITY: Be a “real” friend with personality, not customer service reps or “traditional” corporate brand speak
LISTENING AND ASKING: Pose open ended questions for feedback and solicit opinions to engage fans/followers
IN-THE-KNOW: Provide access to information/products ahead of time
TRANSPARENCY: Be honest and truthful - provide a peek under the tent
RESPONSIVENESS: Respond and answer in “real time”
INTIMACY: Engage in 1:1 conversations with individual fans, not just wall postings
VARIETY: Diversify posts by time of day, product, occasion, and type of rewards
FACILITATE CONVERSATIONS: Encourage topics relevant to the brand
PERSONIFY: Address fans directly by name to humanize the brand
FILTERING: Delete inappropriate or mean spirited posts vs. controlling the content and conversations