Social media is here to stay.
Despite the seeming permanence of this new type of media, too many brands are using outdated approaches to communicate in this new space. They are viewing sites like Facebook and Twitter as places simply to advertise and are missing the engagement element – the true social piece – of this fresh new corner of the Web. Ventures that use social media to engage users in a two-way conversation or interaction will be poised to rise above the competition among consumers plugged into the world of social media. Search Engine Watch defines social media as:
“Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. Most social media services encourage discussion, feedback, voting, comments, and sharing of information from all interested parties.”
Social media is defined by engagement, so you can’t use your typical marketing tactics in this venue. As you define your content approach, you need first to consider how you will truly engage your audience.
Ensure your communications are regular and goal- driven. Set out with every post or link to further develop the relationship with your consumers and fans. While there is no industry standard for how companies can best put social media to work, here are a few helpful tips for creating engaging content:
- Develop a regular schedule for posting. Content is the key to engaging your audience. The topics and frequency with which you post will directly correlate to how often you connect with your audience.
- Respond to comments. Let your consumers know there is someone real on the other end, truly listening and responding.
- Keep your status updates fresh and interesting. Know your audience and what content is interesting to them. Interesting content will keep them coming back for more, perhaps daily.
- Encourage and foster community interaction. Encourage dialogue on your pages among your fans. Allow your page to become a place where fans of your product go to talk to one another and further their brand experience.
- Find interesting ways to reward followers and fans. Show your loyal followers they are valued. Provide special giveaways and discounts for being engaged with your brand.
A strategic approach and thoughtful plan to social media engagement can have exponential benefits. Amazon CEO Jeff Bezos says, “Your brand is formed primarily, not by what your company says about itself, but by what your company does.” In the context of social media, this means: listening, engaging users, and making that engagement a vital life line that provides mutual benefits for both your company and your consumers.
Social media is the main reason why people go online today. Don’t miss a great opportunity to make your brand an engaging part of their online experience.
One Comment
Social media gives brands a great opportunity to truly engage. If some marketer’s must treat it as an advertising channel, perhaps they can realise that their advertising can be interactive. The concept of 2 way communication and one to one marketing also isn’t new. This is just another way to facilitate it.
Hopefully your post finds a receptive audience!