As I was scrolling through my LinkedIn feed last week, I saw a post commenting on Topgolf’s latest marketing play. In a viral TikTok video, someone captured a net falling down at one of its play areas, a critical element in a Topgolf arena.
To some, this would be a major social media flub that’s difficult to explain or come back from.
Cue: Logan. After watching the TikTok clip, he ran to the comments section and said the net better be fixed by Jan. 9, the day of his office Christmas party. While he was concerned about his holiday plans getting derailed, he unknowingly became Topgolf’s saving grace.
He sparked the company’s next marketing campaign: “We ride for Logan.”
What Topgolf Did Right
Logan’s comment blew up, with thousands of other commenters reinforcing the need for the net to be fixed. Recognizing that they could fix this mistake while also driving engagement, Topgolf fixed the net ASAP, posting regular updates to their TikTok page for Logan.
Each video got millions of views, thousands of likes, and reshares. Other notable brands made noise in the comment section, too, and Topgolf was quick to engage with other commenters.
By putting itself on the same “level” as its customers and social media followers, Topgolf made it clear that they’re focused on building a community rather than making a sale.
As shown by its spike in engagement, TikTok users took notice.
While not every company is B2C like Topgolf, the principle still applies to B2B companies: People respond to people. Not polish.
The platform and buyer differ. Human behavior does not.
Have Your Brand Take a Similar Approach
This wasn’t clever copywriting. It was attention and responsiveness in real time.
By leaning into the conversation happening in the comments instead of acting like it’s not happening, Topgolf was able to humanize itself as a brand and become a part of the Logan story.
As one social media commenter noted: “You can’t fake belonging or spreadsheet your way into connection. You have to listen and bond with your people. THAT is how you build community and THAT is how you become memorable.”
Engage With Your Audience
Is your brand struggling to see engagement online? It may seem like a daunting task, but earning more impressions and reactions is a lot easier than you think. It’s all about being active online and engaging with your followers.
Just like Topgolf joined the “we ride for Logan” conversation, you can apply similar tactics to become more of an active player in your community.
Here are a few tips for keeping your engagement numbers up by being an active member of your community. These tactics work because they signal presence, not promotion.
- Monitor your comments section. Is there a lot of conversation happening in the comments? Be a part of it.
- Tag people in your posts. If you talked to someone interesting for an article, tag them in your post so they see it and share it with their audience.
- Announce when you’re attending conferences and tradeshows. Tell your readers where you’ll be at an event (the show title and your booth number, if you have one) so they can meet you in person.
- Post polls on social media. This is an easy way for industry professionals to share their expertise and insights to help you write your next blog post.
- Engage with other posts from people in your industry. Was one social media post especially insightful to you? If it was, let the poster know about it by resharing it or leaving a positive comment.
The common thread through all of these topics? When you talk to your audience like they’re your equal, they’ll know it and will be more likely to engage with your posts.
Talking down to your readers or ignoring their comments on your posts will drive them away.
You can be a knowledgeable source without being condescending.
Engage Mindfully
If you’re a part of a small marketing team, you might not be able to read every comment that comes across your page. And there’s nothing wrong with that.
You don’t have to chat with every commenter or address every repost, but it’s important that you engage when you can.
By sending that message early on — you’ll engage with your audience when they ask you to — your followers will respect you more and be more willing to give you a like or two.
Engagement is not about volume. It’s about treating your audience as peers whose attention must be earned.