When I was growing up, invariably every morning I would listen to the Z Morning Zoo on Z100. Everyone so often someone would call in and mention when they'd seen and possibly spoken with a celebrity. The hosts would all say the caller had had a "brush with greatness" in unison. It was a big deal. I couldn't believe it that someone might actually see Madonna in the middle of New York City!
Now, we are so much more connected to our celebrities than ever before. Celebrities, Broadway and Off-Broadway shows, and most companies all have a social media presence that allows us to interact in the moment with them.
But what's the best way to earn our loyalty?
The Verified Account
I don't think I'm the only one that gets a rush when I get a response from someone with a verified account. Verified accounts are, of course, those little check marks that we see next to someone's profile on Instagram, Twitter, and Facebook. It means that this account is run by the actual team in charge of that brand. It means that this account is the real deal. If a person with a verified account responds to me, I am IN! That brand/person/company/show will get extra attention from me more sure.
So why are more shows not utilizing this tool? If shows want audience members to interact with them before and after they take the picture of the Playbill and post it online, then they have to build a relationship with them online. What better way to build relationships with people then to, well, talk to them.
I did a cursory look around Facebook at five different Broadway shows' pages. They all were posting away and audience members were happily commenting. But there was not one reply to a comment. Not one! One of the shows even had an intense political debate happening - which was caused by the show's political post - and it was met with radio silence.
Liking Counts, But Not Really
Okay, look, we all know that you are busy. But, honestly, how much longer does it take to reply to a post, versus just like it? 10 seconds? And what's the pay off? Instant emotional capital. A simple, "thank you!," emoji, or gif is a fun way to build a relationship. You could even leave a video for someone that is three seconds long.
Honestly, you can "like" a tweet. But if you want your audience to love you? Reply.
If You Are Responding As You, Please Be You
If you are building your personal brand, don't hire someone else to write your responses for you. Think about the twelve year old kid who is having a "brush with greatness" and seeing a celebrity in the grocery store and telling all of her friends about it. Then realizing that she had just seen a body double. That's the equivalent of what you're doing online. When you are building your brand there are many places where you can outsource - this is not one of them.
Your Brush With Greatness
I'd love to hear about your favorite brush with greatness - whether online or offline. Send me a tweet @annieschiffmann.