2. Make the process easy. “People may want to talk about it, but only a very small percentage of people will go out of their way to talk about something. If you make it very easy and if you provide the tools, like Tell-a-Friend and others, at more than one touchpoint, then the conversations about your organization start increasing,” he says.
3. Know what you want out of these conversations. “What do you expect from social media? How does it tie back into the goal that you wanted to achieve in the first place?” Pullur asks.
An example of a strong social-media campaign that hit on all three things is the Save Our Tigers initiative, a cause-marketing partnership between mobile company Aircel — big in Europe and Asia — and World Wildlife Federation-India. The cause itself is exciting and inviting, a unique mission of saving tigers in India. It’s easy to share the Save Our Tiger message online via e-mail, Facebook, Twitter, Delicious, Digg and StumbleUpon with the “share on” widgets on the page. And the goal is pretty clear: to garner donations and support to save the tigers.
“Aircel and WWF-India created a very interesting and engaging campaign for their users, and they encourage users to refer more friends,” Pullur says. “It gets a very huge number of referrals on a daily basis. That’s a very, very strong way of connecting with users.”
The big mistake
According to Pullur, a common mistake organizations make when it comes to social media is putting a lot of dollars, time and energy into trying to acquire a large number of Facebook fans or Twitter followers, with a certain number in mind.
“Unfortunately, the truth of the matter is as much as social media is an important channel, it’s also easy to click a 'like' button and join a fan group, but a fan group add does not mean that you’re really a fan of the product,” he says.