The last few times I spoke on social media I used a new metaphor comparing advertising on Facebook to sending out an electronic refrigerator magnet.  Magnet marketing has been effectively used by brands that people are not very passionate about.  Real estate agents, insurance companies, carpet cleaners and the like have all sent you refrigerator magnets…but which ones stuck (pun intended)?  Usually ones with a sports team schedule, school calendar, or local safety information.

The term I like to use is “borrowed relevance.”  These magnet marketers know you probably are not that excited about their business so they are giving you information that you care deeply about.  By default their name and info is in your face as well.  Facebook Fan pages offer that same opportunity.  If you are not a popular fan friendly brand you will need to define what your audience is passionate about, then deliver information about that.  This is the practice of borrowed relevance and is not just limited to Facebook.  You can create web pages, blogs, forums and a number of other new media tactics about topics your audience has an appetite for and weave your brand into that message.

If you are sitting on the sidelines of social media because you think no one cares about your product or service…think about the thing your audience does care about and get in the game.