Being Social Is Key to Being Successful on Social Media
We see time and time again, that interacting and engaging with your community is key to successful growth across all social media platforms. However, many companies lose sight of this simple yet effective way to grow their online presence. Businesses forget that a big part of social media is to be social, choosing instead to blast their audience with self-serving marketing messages, and, as a result, alienate a large percentage of social media followers.
Social Media Is Not All About You!
Nobody likes a bragger – including your followers and customers. Too much self-promotion can actually drop consumer trust by nearly 50%. In fact, a recent study by BuzzStream found 45% of those surveyed would unfollow a brand on social media because of too much marketing and not enough real content.
Sure, there is a time and place for branded messages and promotion, but it cannot be the focal point of your social media strategy.
“The key to great marketing is remembering that even though you’re all about your brand, your customer is not. As with any first date, getting a second date depends on you doing your best to learn more about what the other person is interested in, and directing the conversation in that direction, ” says Gary Vaynerchuk, in his book Jab, Jab, Jab, Right Hook.
The Biggest Predictor of Success on Social Media Is How Willing You Are to Be Social
Social media is one of the most important gateways to your customers. They are actively online, and you need to be there, too. If you are willing to put the time and effort into being social and engaging with your audience, you will be able to develop a trusting relationship with users that could lead to them becoming a customer and even an advocate for your brand online.
“Your audience needs to know who you are and what you stand for. And with more and more people active on social media, getting their news, their updates, participating in more and more of their daily interactions online, this is where you need to be to connect with them,” says Andrew Hutchison on Social Media Today.
How to Be Social on Social Media
Increasing engagement is about being social on social media. Many companies are good at crafting messages and using social media management tools to schedule posts, but this is where their social media strategy falls short. It’s also why you are not experiencing higher levels of engagement.
If you want to have a more active and engaged audience on social media, you need to:
- Monitor what others are saying about you: Social media monitoring is a largely missed opportunity for many businesses. Monitoring what people are saying about your brand, tracking mentions, and learning more about how you are perceived online will help you understand how to approach your users and engage them effectively.
- Reply to comments: This is another huge missed opportunity. If your user takes the time to comment on your blogs or posts, you need reply and further the conversation.
- Join viral conversations: Don’t wait, join the conversations that are already happening online. Use hashtags and trending topic lists to engage in the conversations your users are already having.
- Be authentic: Developing a unique voice and being real is important. You can provide value by offering a unique perspective rather than just retweeting and regurgitating what’s already out there.
- Engage others: You don’t have to wait for your users to like or comment on one of your posts to be active. Part of being social on social media is also liking, sharing and commenting on other people’s posts.
- Be consistent: Consistency is important. If you want to build a strong social media following, you can’t disappear from time to time. You need to be consistent to keep the momentum going and to continue to increase engagement.
Businesses don’t build huge social media followings by accident. It takes time, effort, and an effective social media strategy.