Sconnie Nation, a T-shirt company started by local University of Wisconsin-Madison students, has recently gained national attention with their “We’ll Never Forget You, Brent” T-shirt poking fun at ex-Packer Brett Favre.
By creating a unique Facebook page for “Brent Favre,” Sconnie fans are able to engage with each other through photos, videos, and stories venting about their former-beloved quarterback. Rather than using a general Facebook page to talk about their hot item (along with all their other stuff), this one allows fans to organize around a single, popular product and a specific issue.
The Lesson: As General Mills’ David Witt recently said at BlogWell, there’s a gravitational pull online around niche. If you offer a lot of products and services, try creating specialized groups for your most enthusiastic fans to get together around something specific.
