First off, do you know who your social community is? What do you know about them? Waaaait…you’re not on social media for the sole purpose of selling your product or service, are you?
If you’re on social media just to promote yourself, you’re going to run into a snag.
Social Media channels are meant to be social.
You must engage your audience, learn about their interests, get to know them and interact with them. By coming to the table with these intentions in mind, you’ll automatically be dealt a far better social hand.
What makes a brand lovable to their social community? It really does boil down to the types of content you share. What does your typical (genuine) fan like and relate to? Making your brand fun and beneficial to interact with is what social media is supposed to be all about.
Here are 3 ways to guarantee fan devotion:
1. Be a resource: I tell my clients over and over that you really should try to be a resource for your fans and potential fans. The more you help someone, the more they like and trust you! Does your brand have a blog? Having your own blog is an excellent way to demonstrate your knowledge! Make a list of your customers’ pain points and FAQ’s and turn those into weekly blog posts. From there, repurpose that very same topic by making a Facebook Live show, or by making small video clips that you can post to Twitter and Instagram! The more content you repurpose, the better. Your audience will eat it up, and at the same time they’ll come to trust you and your brand more.
2. Interact: Like I said before, social media is meant to be social. Stay clear of syncing profiles to each other. In my opinion, by syncing profiles (i.e., having your Facebook content post directly to your Twitter account, etc), you can potentially ignore an entire prospective community! If your brand is going to make the effort to create different social media profiles, you must also make the effort to engage on each one. This could mean devoting as little as 10 minutes/day to liking posts, writing short positive comments on other people’s posts, or even retweeting/sharing content from other accounts.
3. Be authentic: This one should be easy. Behind every social profile, there is a human being managing it. Be that as it may, it’s important to remember that you can stay on brand and act like a human at the same time. Develop an online "voice" for your brand. If you’re an accounting firm, develop a voice that is objective yet easy to understand. If you’re a local boutique, join in the online "local love" scene and be approachable/casual, yet knowledgeable about your own products and brands. Get the idea? (If you need help developing an online brand voice, please reach out to me!) One more thing: handle negative feedback in a constructive way. You never know when you’ll be able to turn a negative review into a positive one, simply by caring and taking the time to address them!
Building a community can potentially be an easy task if you don’t overthink it. Basically the thing to remember is to be a human and to treat others the way that you want to be treated. (Don’t be sales-y!) Now go forth and be lovable!