When you’re tweeting and posting Facebook updates and adding photos to your Instagram or Snapchatting like a 13-year-old, do you ever get the feeling that those updates are all…er…wasted and you’re not making real connections using social media? Do you find that very few people actually respond or read them?
Do you feel that they are not really connecting to your intended recipients – those online followers of your company and products?
Don’t worry, you’re not alone. Making that connection with your audience (customers, potential clients) is probably the toughest thing you’re tasked to do.
And I’m here to tell you that it’s not an easy thing to do. Even if I gave you a shortlist of things to do on a daily basis, it’s quite possible that you may get nothing out of that list. Or it may mean the difference between making the connection and being totally ignored by your followers.
But still, if you’re on social media, you’ll have to try to find what it takes to make those connections or your time will be wasted.
So let me offer some ideas on what it might take. For every person involved in social media for their company, the approach to these ideas will be different, some slightly and some extremely different, but your approach should fall under the same umbrella. To me there are just two main elements you need to provide.
CONTENT. By providing good content, you’re telling your audience that you care. Show your knowledge; share your expertise. Give things away that are worth something and are not just rehashed. Speak knowledgeably about how your products or services can actually help someone. Answer questions; offer insights based on your experience. And don’t worry about giving away secrets – there really are very few secrets left anyway.
CONNECTION. Yeah, it’s a cliché: connect with someone! The larger your audience, the harder it will be to find anything more than superficial connections based on your online back-and-forth. But…I think there’s something to be said for making the attempt. It could mean cultivating and focusing on a handful of those people in your tribe that are engaged and responsive. You can’t connect with everyone, but for those that you do make a solid connection with, it’s worth it. Often those people will then become surrogates for you and your company, singing your praises without urging from you. BTW, the way to connect online is to get off subject: use humor; comment on photographs, share experiences that are non-business related. Connections are made on an emotional level much easier than on a business level.
And when it comes to connection, quality is better then quantity. In fact, there isn’t enough time to connect with everyone in your circle. Connect with those you are able to and have some sort of attraction to. Business happens with people you like and trust.
In your social media interactions (as in everywhere), be likeble and trustworthy.
photo credit: Bo Valentin
