A short extract from my upcoming book on Dark Social Marketing:
If you are a large multinational brand looking to create a new set of followers on dark social media then you are going to have to make it as easy as possible and as exciting as possible for people to join. How could you do that? What are the things about your organisation or brand that people really, really like, and how can you maximise that?
Robin Thicke had a particularly difficult time when he did a Twitter Q and A.
If you are a brand that has a number of celebrity spokespeople, can you leverage that by having small groups that can have exclusive time with them on the likes of WhatsApp? You could create the equivalent of a Twitter q and a or a Reddit AMA, which are hugely popular. Even if you can do this, you need to think of the associated constraints – the celebrity will only have a limited amount of time. Should they repeat the process by doing short 10-minute sessions? And even if they do participate, how much information of ‘value’ is a celebrity going to be willing to impart? If it’s just bland information that is the equivalent of a standard press release or conference, then the excitement may soon wear off. And are the celebrities themselves going to have to be trained in how to act in a Dark Social environment?
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