Several best-in-class companies have latched onto the essential hook that drives a considerable social media presence (as well as sales and loyalty). 

Slim Jim has more than 400,000 Facebook fans, and several of the company’s comment threads generate more than 75 responses per post, according to a recent SmartBlog article.

How could that possibly be, you might ask? Simple: Slim Jim targets its key demographic, rather than simply boasting about its products.

The majority of threads pose questions about sports, movies and several other topics that generate buzz among 18- to 40-year-old males. Slim Jim’s marketers find unique ways to work their products into fun quizzes and online games their audience can play.

The strategy is to maintain a captive audience by discussing topics that energize your customers. This way, you increase brand loyalty and awareness, while subtly promoting the occasional discount or special offer.

Some other notable examples:

• Coca-Cola recently promoted a social media campaign in which people went around the globe to find out what makes people happy. The idea: Have consumers relate Coca Cola with happiness.
• Kodak discusses film, photos and TV via its social media feed to drive home the importance of images and relate to its fans.
• Sharpie regularly posts about art because artists are very likely to use Sharpie markers.

Source: “What all great fan communities have in common,” by Jesse Stanchak, SmartBlog, 9/27/11.

Tags: Coca-Cola, Facebook, Kodak, Sharpie, Slim Jim