Interesting piece by Matthew Creamer in Ad Age regarding brand relevance within social media (Facebook, in particular), but I contend that banal is not social media engagement strategy that will work for most brands as an ongoing effort. There’s nothing wrong with occasional pleasantries from a brand in a social media stream, but as consumers, fans, followers, (whatevers, what-have-yous), we’d prefer to get some meat quickly or we’ll tune you out. Part of the appeal of social networking is we can skip the time-consuming mundane and get right to the good stuff–the value, the funny, the news.

Successful commercial or organizational intermingling within social networks requires conversation. But what about my weekend? Do you really care? Why? Often it seems there’s little point to your question other than to have your logo appear in my feed. Ask me something surprising, or at least in a more relevant context–something you can foresee eliciting meaningful responses that you may be able to build upon. And please, save the exclamation points for some real enthusiasm, otherwise you’re diluting their impact (why do you think you often use more than one?). Every tweet or FB update is an opportunity–and more than an opportunity to be buddies, which we most likely may never be even if I do like your brand.

Here’s a small sampling of what’s tweeting out there today… some better than others. Hypothetical responses follow, in lieu of dry critique:

Hey @wicztv, I’m up, that’s about it… so far! Would u prefer I watch ur newscast? What r u up 2? Good morning!!

Hiyah @RedBookmag, Good morning! I see what you’re doing here. It could be a valuable list. #CyberMondayFatigue

Hello @BMWAustin – Good Morning! Cool …where/when can you give me one!? You’re generating earned media. Heads-up play!

Oh, hi there @GouldChevrolet. Good morning! Mind if I call you @GouldChevy? Just kidding!! Your Q is weird. Why do u want 2 know? If said 28, would u go somewhere with it? #IthinkNOT

Day-O! Good morning, @AlanDayVW! Auto dealers seemingly love to ask about our weeekends! I can’t speak for us all, but I had a good one! Did u?!? How about a weather-based safe driving tip? Tx/thx/thnx!!!

Good morning, @cineplexmovies! I’m watching Season 5 of The Shield… at home 😦  How about a coupon to inspire me into a theater? “Theater” or “theatre,” btw? Weigh in!!

Hi there my friend @egreetings! We’re friends! My favorite place “to be” on a Monday? The office, of course 😉 Why’re you linking me over to something on FB when I’m here on the twit?

Hi @KrooExpress … Good… mooorrrnnnninng! I didn’t get any free cup of coffee on #BlackFriday. Why, were you giving them out? Waaaaaaaah! #CyberMondayFAIL!!

Hi @SalArmyFla, friend. Well let’s see, I’m not sure where to start… can you give me a little more direction so I can help you help others? Good morning, btw.

Wasabi, @LionCountry ? Good Morning! I wasn’t with you, and I’m sure if you took the time to tweet something that fit, I’d be more compelled to click the link. Also, does the lion tamer have spell check? Just askin’. Btw, this is surely more than 140 characters, but I’m blogging not tweeting. So, please be kind when/if you find error(s) an editor would probably catch. And… Good morning again!

Cross-posted on usblog.havasdigital.com