What works in social

Our approach here at Fabric is simple. To break through in social you got to do three things (maybe a few more, but these are a critical):

1. Connect your brand to something valuable to the person you want to influence. Starbucks has shown that 5 million people care enough about deals/coupons to fan them on Fb. You would only fan Starbucks if you got $ in return, right?

2. Use a simple idea - such as “hot or not” - to juxtapose and create an angle for interaction. Simple quizzes and polls work because it's easy to engage. I like this. I think this is crap.

3. Wrap content around your brand. If you are a food brand, build content around recipees or health. Drinks? Make a “10 hottest bars” list.

Keep thinking about what your audience is already doing. Help them do it better. Make it easy for them to engage.

Don't think they care about your product or brand. They don't really. They don't even think about it. Don't try to make them. They have things to do.