So many business people think that they are in a “boring industry,” meaning that they are in an industry that people wouldn’t ordinarily want to read about or learn about. But what people find interesting differs from person to person.
Suppose, for instance, you’re an entrepreneur, and you want to succeed on Twitter. The only problem is that you run a business consulting firm which isn’t exactly conducive to new content and tweets. Well, that’s what you think, anyway.
It turns out that more people are successful on social media than you think. A company called 3M has managed to build up a following of more than 120,000 people, despite the fact that it’s primary business is selling bandages, Scotchguard and Post-it notes. What’s more, the company isn’t political, it doesn’t have any celebrities on its board, like Lady Gaga and yet it’s managed to draw in the punters and make an impact.
The way the company has done it is by introducing people to the technology behind their products. Post-it notes might not be particularly interesting themselves, but the process by which they are made certainly is. People are apparently fascinated by all the stages of production that making a simple post-it note goes through and just how much machinery and automation are involved.
In other words, 3M is helping its customers geek out, in a similar way to How Stuff Works website does.
It’s A Myth That Some Brands Can’t Have Social Media Followers
According to one branding agency, it’s a myth that some brands can’t develop a social following. What is really required is for a company to think about how it fits in with its customers’ wider interests. Perhaps business consulting isn’t all that exciting for entrepreneurs as a title in itself. But far more interesting are things like interviews with successful business people who can share their stories. Remember, people love stories.
Entrepreneurs Need To Invest In people
3M employs more than 90,000 people. Most of those people are in the business of making, processing and shipping goods. Only around 10 people work in the company’s social media department, but it turns out that they are incredibly valuable. It is estimated that the company invests more than $500,000 and possibly closer to $1 million, paying for people to write content, upload photos and tweet news about the company across a range of social media sites and blogs. It shows that to be a force on Twitter, you have to invest in the platform. The company clearly believes that it is worth it.
More Content Is Better Than Quality Content
This is usually the opposite of what you hear on most sites, but 3M has discovered that it is the best policy. Just getting content out there, without having a strict content policy, is best in the fast-moving world of social media. Managers, they say, need to be open minded when it comes to the content that their staff are pushing. It’s simply not possible to control every keystroke and have a functioning social media presence.