Blog | February 19, 2015

Let’s Give ’em Something to Talk About: Your Brand

by Emily Beaver in Brand Management

People are talking, and if you’re a marketer, you hope they’re talking about your brand.

Social media has given consumers a major platform to engage with brands, from complaining about a bad experience to participating in humorous exchanges on Twitter.

The art of starting a good conversation—and keeping it going—isn’t easy to master. At the same time, we don’t want to fall into the pattern of posting bland, promotional content, instead of developing a real dialogue.

If your customers aren’t talking to or about you, here are some ideas to get the conversation started.

Share a Story

A good story hooks us at the beginning and keeps us listening until the end. Instead of posting generic statements about how your company or product helps customers, tell a story about a how you helped a specific customer or the life-changing event that inspired your organization’s founder. Ask customers to tell their stories about a subject that resonates with your brand. Customer testimonials are one of the most effective brand management and content marketing techniques.

Share a Story

Think About Your Mission and Values

Facebook posts about upcoming sales might be informative, but they don’t give customers much to talk about. For a better conversation starter, look beyond promotional messages to the core values of your organization. If your organization’s mission is to make people fitter, for example, post ideas for 15-minute workouts and ask readers how they squeeze a workout into a busy day.

Swap Photos

The creators of Shake It: A Modern Polaroid Love Story, a radio documentary about how Polaroids, invited listeners to share their own Polaroids. Got a beautiful photograph or a thought-provoking graphic? Post it on your social media accounts and ask customers to share their own photos.

Swap Photos

Ask Questions

Don’t overlook one of the most obvious ways to start a conversation, or keep it going: ask questions. Poll customers about their biggest challenges or concerns through your social media networks. Ask about products or solutions that would make their lives easier, or for feedback on your current offerings.


Great conversationalists know how to listen. Tune into what your customers are talking about on your social media  pages—what  topics do they talk about the most frequently? What are their biggest challenges and concerns? What posts have generated the most buzz among customers? Listening to your customers will help you identify topics and content most likely to generate further conversation.

To encourage conversations, Alaska Airlines and some of the world’s top brands use new strategies to promote their brand. Join a complimentary virtual event, on March 5 at 10 a.m. PST, to learn more.