One of the most difficult things when developing a social media marketing strategy is figuring out what kind of content your followers really want from you. Trying to find that balance between promotional and engaging content is a lot easier said than done. Most social media marketing is trial and error, and that’s ok. Here are the top four things that brands should consider when engaging on social media.
1. Personality
There’s nothing quite as disappointing as trying to engage with your favorite brand on social media and getting a robotic response. People follow you because they like your product or service. Start conversations. Be funny. Be sincere. Be social. You will develop brand advocates and build brand loyalty when your followers are able to develop a real relationship with you.
2. Consistency
I don’t know about you, but I find it a tad annoying when scrolling through my newsfeed and the first 50 updates are from a brand I follow. With so many tools available for scheduling, there is no reason why you shouldn’t be able to space out your social media content. Look at the analytics for each of your platforms. They show you specific times that your audience is active and most likely to engage with your content. If you see a spike in engagement on Mondays at 10 a.m., then start to consistently post at that time. Being proactive with your postings will increase your post reach and engagement rate faster than you think.
3. Shareable Content
Relatable articles, funny videos, photos of ridiculously cute puppies…it’s very likely that these are the kinds of posts being shared by your friends and flooding your newsfeed. People share content for three main reasons: 1) as an expression of self-identity 2) as an act of kindness and generosity 3) as a symbol of love and support. But, there’s a disconnect between brands and their followers. Companies are trying to get people to share their content for economic reasons, but people are sharing content for intrinsic, emotional reasons. There is a simple fix; stop posting like a marketer and post like a fan. Determine what works, and do it over and over again. Give your customers a reason to keep coming back for more.
4. Honesty
Let’s be real…no one likes a liar. If you screw up, own it. Say you’re sorry. Move on. People buy from brands they like, know and trust. No one is going to trust you, or like you for that matter, if you can’t address and resolve unfortunate situations. I’m not saying that you need to prepare a lengthy statement apologizing to a customer who was delivered the wrong pizza, but take the time to send them a direct, sincere and personalized message. Bottom line…be authentic and genuine.
