When you think of NIKE you think of…“JUST DO IT” . When you think of “Burger King” you think of… “Have it your way”. When you think of “Eggos”…you think “Leggo my Eggo”. When you think of Hallmark…you think “When you care enough to send the very best”.
When you think of the last Tweet you saw…your mind probably goes BLANK.
Repetitive posts online can be considered overkill but a repeated announcement or slogan is exactly what has entranced customers for generations. Repeating a business message captures the attention of potential customers and keeps that of those you already have because it brings them into a comfortable relationship with a product or service that they are familiar with – in other words, repetition creates TRUST.
Let’s face it, no matter how cutting edge we are, we like what is familiar. Seeing something many times, like a familiar face, creates a comfortable, stable, and secure feeling.
When I say Social Media, what is the first “feeling” that comes into your mind? I can bet that the majority of you think TMI and continual change. Could it be that the information overload created by social media is a result of NOT enough repetition? The power of social media is its ability to provide us with endless information, yet it is also overwhelming us with feelings of instability…which leads most to feelings of distrust.
Businesses need to offer a solid platform to their customers on which to build their brand – like the slogans we remember from years gone by. Customers need to easily understand what your business’ general message is so that they can trust what you have to offer. Saying the same thing over and over, respectfully, creates a stable relationship between you and your customers.
Hundreds of different tweets in one day, may be insanely creative, but does NOT a brand make. So when your social media manager wants to send out posts of a similar message, remember, that as a method of branding and building TRUST, repetition is a very valuable and necessary process. Marketing a business online, as in the real world, does require a repetitive, stable message that does not continually overwhelm your customers with too much information. For gaining trust…REPETITION RULES.