If all you’re doing is using your social media account to push your products, you may as well stop wasting your time. Don’t be that brand that constantly screams at your audience to buy. This article offers some great brands you should follow for inspiration on how they promote interesting content without going for the “sell” every single time. You shouldn’t do that in social media, either. If you can, have those posting on social media be transparent, speak in the first person, and share personal experiences. Follow their accounts to get a taste for how your social media customer service should be working. Saboteur #4: One-Way is the Only Way Once again, social media is social. You can automate a lot of your posting but you are still responsible for jumping in and interacting with your fans and followers. Share interesting posts. Aside: For some epic social media fails from companies that seem like they should know better, check out this recent HuffPo article.
Starting a Twitter account and sending ten tweets a day is not enough.
Requesting connections from everyone you’ve ever worked with on LinkedIn is not enough.
Posting every morning latte on Instagram–not matter how cute the barista’s foam art– is not enough.
I mean, sure, those things can work for you. But not if you’re not doing them right.
Most companies, from one-person shops to global corporations, recognize they need to get busy on social media. And in that same vein, many companies, from one-person shops to global corporations, do things on social media that make me smack my hand against my forehead and cry out, “Whhhhhyyyyy can’t you get out of your own way?!”
Are you guilty of any of these four behaviors on social media? If you are, I’m guessing you are not seeing the results you’d like. You’re not attracting new fans, no one is sharing your content – and you’re not generating clicks, sales or new donors–depending on what you desire.
Saboteur #1: BUY! BUY! BUY!
If all you’re doing is using your social media account to push your products, you may as well stop wasting your time. Social media marketing is about engaging your potential customers. You want to woo them over time and deliver exceptional value so when they are ready to buy, they will turn to you. This means posting content they care about, not content you care about, and inviting interaction. Remember, social media is not a billboard, it’s a conversation (more on this below.) They don’t want to be sold to….yet. You are in the courtship phase, so try to keep your content relevant, interesting, and valuable at least 85% of the time. Can you offer advice related to your offerings, feature success stories, share interesting articles? This is why blogging or podcasts are so great, as it gives you valuable content to share that is not solely about sales. Once you prove that you offer value, then you can push “product” the other 15% of the time. But do it gracefully, tactfully. If you offer enough value the majority of the time, your audience will not mind the occasional plug for your products or services because they will already be raving fans. Don’t be that brand that constantly screams at your audience to buy. What’s intriguing or worth sharing about that if I don’t trust you well enough to want to advocate for you? This article offers some great brands you should follow for inspiration on how they promote interesting content without going for the…