1) Ditch some accounts.
Yes, ditch them. And, focus on one or two social media platforms. Facebook has a unique culture as does Twitter, Instagram, Pinterest, FourSquare, Snapchat and the rest of the bunch. Pick the one that is right for your business and audience and use it robustly. One or two consistent accounts have more value than sporadic activity with three or four accounts.
2) Produce quality content.
Make it a story, whether it is in pictures or words. People are on the internet for two reasons: To solve a problem or be entertained. So, it’s critical for brands to be unique and share valuable content that provides a balance of news, inspiration, questions, personal challenges or triumphs. A good rule of thumb is the theory of thirds – one-third of posts should be industry news, another third should be about you personally or your employees and the last third is content about your business or product.
3) Be open, be genuine, be human
On social media, it’s important to be genuine and engaging – and to talk and act like a person, not a store nor a brand. Don’t revert to traditional marketing, i.e. “and advertise” your brand. Rather, learn to connect with customers in a personal way. As marketing expert Seth Godin said, you’re human when you have a conversation or ask for help. You’re a brand when you shout your message.
4) Build relationships
Social media provides an avenue to engage with your customers more than ever before. That means on social media, you value your relationships, reply to comments and tweets, like others’ content, respond with immediacy, act with humility and admit your mistakes. In short, act like a human and start getting personal. Social media is called relationship marketing, after all.
5) Strategize before you post
What’s your purpose on social media? Without a goal, you’re taking random shots and hoping something sticks. And, nothing sticks without a strategy. Are you hoping for sales leads, an increase in brand awareness, clicks on your webpage? Choose your No.1 goal and stick with it.
For those not on social media, jump on and start following a favorite brand. Are they human? What attracts you to them? Do they follow the rule of thirds? How do they infuse a personality into social media?
By: Faith Behr, Behr Communications
Behr Communications is a marketing PR firm that helps businesses find and build new audiences, raise awareness and connect with their customers. We offer a range of services: social media, digital marketing, direct mail, graphic design, public relations and government relations. We know that successful marketing is built on three essential elements: sound strategy, thoughtful execution and genuine relationships.