Being evergreen is not always a good thing. Sometimes you can miss opportunities to comment on current events in a meaningful way. Thus you appear disconnected from your audience.
"Evergreen" is said to be the king of content. This type of content is always relevant and can be used over and over again. But why is it so important and are there any pitfalls to using it?
Every company should be excited about what they are selling. If you don't enjoy your product, what makes you think that your customers will?
An easy way to increase your customer base and create buzz about your brand is by building excitement. The best way to build excitement is to foster it in your company. Everything you do should be focused on brand development and making sure your employees and customers enjoy your product.
IHOP rebranding as IHOb took the internet by storm and created a bunch of buzz, even though it was a hoax.
Recently, the International House of Pancakes, better known as IHOP announced it will rebrand itself as the International House of Burgers. All over social media people had mixed reactions ranging from disappointment to anger. It turns out that this was a hoax from the IHOP marketing department intended to bring awareness to their lunch and dinner menus. This is a great play for IHOP for many reasons.
Getting "likes" and comments is easily measured, but not very useful for long term brand growth. Engaging users is much more important.
Every company wants people to love their products and connect with their brand. The problem is measuring it. How do you determine how much (if any) people are interacting with your social media presence? Often simple things such as "likes," comments, or mentions are seen as a good indicator of popularity, but these aren't the best form of measurement.
Ethan Hausmann is currently the Vice President of Marketing and Community Outreach for Successtar Enterprises LLC. He is an author, professional speaker, and seminar/workshop instructor. Ethan has extensive knowledge and experience in marketing, customer service, leadership, and other small business related concerns.