By: Jenifer Wetterau
Do you offer interesting, helpful or entertaining content or simply regurgitate your website?
“Business is no longer B2B or B2C, it’s H2H (human to human).”- Jeannette Gibson, HootSuite
People are smart…and fickle; give them an incentive to follow you, rather than filling up their feeds with self-promotional content pulled from your website. The point of social media is to be social, not to just talk to hear your own voice. Have you ever be in this situation: a fun post pops up in your timeline so you decide to check out the company’s page only to find that they just cycle the same content over and over? Immediately changes the way you perceive the brand, right?
If you want people to engage with you, give them a good reason to, and simply posting “check out my website” definitely does not qualify. With over 255 million monthly active Twitter users, simply posting the same content about what your company does is not going to cut it. Test out which platforms best fit your brand; not every company is a great fit for Facebook, Twitter, Pinterest or any of the other major sites. Find what works for you and fully develop your profile there, rather than diluting your message by trying to be everywhere at the same time, with the same material. Quality should be the goal, not quantity.
If you don’t have something to say on Thursday that your followers will find worth reading, wait until Friday to post rather than adding to the ever-growing clutter of people shouting into the wind. You will find that people appreciate that you are making an effort to be engaging and not using the social space as an advertising board. For example, let’s say you are an ophthalmologist and are looking to gain new clients to expand your practice so you give Twitter a try. What tactic do you think will be most beneficial: offering fun, interesting facts a few times a week, or sending multiple tweets a day stating that you offer eye exams? I absolutely know which one I would prefer to read! You have a personality and social media is the perfect platform to showcase it. Periodically sharing industry articles and posts by those in your field will keep your feed professional without being boring or self-promotional.
We must become customer experience architects, able to create and scale individualized customer experiences that feature our customers rather than our selves or our products. The goal should be to prompt engagement throughout the entire customer journey, from brand awareness through purchase, use and hopefully, repurchase. Continuously analyzing what works best for your company will ensure you are providing your followers with what they enjoy and keep them coming back for more.
As Steve Jobs famously said, “People don’t know what they want until you show it to them.” Make an effort with a creative strategy and people will want to follow you and share your content.
As always, if you like what you read, be social and share.