Topics: Brand Strategy
Building and keeping an audience begins with understanding them. Social context is important because it helps keep certain things in perspective, including what customers are actively looking for, what they’ve already learned or purchased from your company, and what pain points need to be addressed. Without social context, it’s easy for businesses to sound more like adbots than a unique brand on social media.
Following are four tips to help keep your content present, professional and personable on social media.
Listen and respond
Conversations with your clients are just that—conversations. Ask questions on social media with the intent to respond and act on feedback. Look for information regarding pain points and product satisfaction on platforms like Twitter and Facebook, which can be easier to trace because of hashtags. You might also consider perusing your competitors’ sites for ideas on how they’ve chosen to respond to audiences.
Getting back to the community in a timely manner as it asks questions, makes comments, and posts on your brand pages is critical to your online image. Even Google My Business has reviews and FAQ features that often go unanswered by companies, which can leave the impression that they are not concerned about their customers. Always respond to negative commentary in a professional and sincere way, as this helps to establish trustworthiness and address concerns that might otherwise have a bad impact.
Use quality organic content
January 2018 brought the Facebook update that made businesses everywhere worry about the relevancy of their organic social media content; fortunately, it has not lost its impact. Adweek writes: “Instead of reach and scale, discovery and relevance are now the keys to the castle.” There may be too much competition for organic content to have the same impact in searches these days, but generating creative, timely organic content is still vital to staying relevant and discoverable amid all the social media feeds and ads.
Additionally, dynamic content is aware of the social context in which it exists and changes according to the needs of its viewers. Videos can summarize whole paragraphs of information for those who are casually browsing, and infographics can make a page stand out against articles with similar subject matter, for example.
Be professionally personable
Brands can build trust through an emotional focus that resonates with their audience. FedEx is a prime example. As early as 2010, their message was “We Understand.” By utilizing omni-channel marketing tactics that focused on letting customers know they understood the difficulties associated with the ongoing recession, they successfully communicated that they were a reliable and affordable service. The company has since built upon this simple yet impactful focus over the years, and your marketing content should aim to build on itself in a similar way.
Another way to maintain professional personability is to consider what your social media space would look like as an actual storefront. Your social media content is the voice, or rather the store associates ready to assist customers with services and information. Do they constantly push the same message regardless of what the customer is looking for, plateauing any sense of personalization? Are they friendly and helpful, or robotic and pushy? Will shoppers leave the location feeling happier?
Social platforms are not forgiving toward automated or lackluster content. A professional online presence is polite and competent, with such social graces as timely responses, an awareness of consumers’ personal context, and a genuine desire to build trust.
Follow and share from the right sources
Be social with media: Share others’ content in your same marketing niche. When your social media is an echochamber for your products and services, it lacks the dynamic community that comes with sharing curated insights and information. Not only does sharing curated content save time, it also helps position you as a thought leader in the space.
Common courtesy for sharing social media content always includes giving credit to your source. On Twitter, mentioning “by @username” is sufficient. Facebook already has features built in to link and display the original source when you share content. Elsewhere on the web, it’s important to link back to the actual URL where you found the content as a courtesy to readers who might be looking deeper into the topic.
Listening to your audience on social media, responding with quality organic content, and sharing great content from your industry are all a part of creating a professional, relatable brand. With these tips in mind, you’ll be able to drive more traffic to your content and build trust with customers through your social media platforms.
Need a little help? We’ve got you covered! Contact Axis41, A Merkle Company, today to find out how our experts can help you better define your brand and drive traffic to your content.