There’s no one right way to run your business’s social media channels. To me, social media is like a perfectly tailored suit. There’s no one-size-fits-all solution. You need to measure and optimize until you find what makes your brand look fabulous.
That said, there is one major mistake I’ve seen too many businesses make during my career – making it all about them.
Now, I know that sounds counterintuitive, but if you wanted to tell people why you’re great, you could just get a billboard. Or a Facebook ad.
Organic – sometimes called earned – social media is about developing and interacting with an audience. The idea is that your product, or at least something about it, interests your followers. It could be your witty caption, your colorful photos, or the coolness of the product itself – that’s all up to you!
Use calls to action
A call to action is a prompt that should stimulate your audience to do something. Examples include…
-Asking a question related to the post
-Telling them to “like” or “double tap” if they agree with the post, or something about it
-Telling them to tag a friend who would enjoy the post
This can vary widely depending on the business, but sharing information that’s either useful or compelling is a unique and fun reason to keep your audience following along. You could let them know that Arizona was the most popular shipping destination last month, or that 50% of your customers are over the age of 60. If it’s interesting to you, chances are it’ll be interesting to them! It’ll also help you develop a more tight-knit sense of community.
Ask for opinions
If there’s one thing the world wide web has taught us, it’s that people LOVE to share their opinions. Look at Twitter during election season, Reddit, or just about any controversial article’s comment section. So why not openly solicit opinions?
Some companies even take their product suggestions straight off their social media channels. Cosmetics company E.L.F., for example, removed the alcohol from one of their products after their customers suggested it.
Make them laugh
Social media is so accessible today that many people can’t go a second without pausing for a pic scroll through their Facebook feeds. We’re a generation that’s obsessed with smartphones and WiFi connections, what can I say.
The positive here is that YOU, as a business, can capitalize on this by providing the quick laugh or boredom relief that your followers may be looking for. I’m not suggesting by any means that you turn your Instagram feed into Buzzfeed 2.0, but a timely or relevant meme or joke every now and then can help spice up your social media feed and keep your content from growing stale.
Celebrate a special occasion
It’s been said that social media is a cocktail party. Don’t forget to celebrate! Whether it’s a national day like #NationalDonutDay (and you’re a coffee company, perfect!) or you just want to let your followers know that you’re commemorating a special milestone, don’t be shy about tooting your own horn.
Maybe you’ve reached 10,000 followers. Maybe it’s your company’s 2-year anniversary. Maybe you have a new product launching at the end of the month. Share it! It’s part of inviting your customers along for your business’s journey.
Give sneak peeks
Let your customers know what goes on behind the scenes! It may not be as glamorous and perfectly packaged as the perfectly planned, beautifully curated posts you’ve become an expert at crafting, but it’s got value – a lot.
Did you know that Southwest Airlines, who was one of the first businesses to get on social media, adapted after a felt necessity to continue a behind the scenes tour with their customers? It all started with a television show called Airline on the A&E Network. When that wrapped, the airline began their Nuts About Southwest blog – and naturally, they migrated toward social media not long after.
Repost something great
There’s no shame in the repost game, as long as you’re not overdoing it. It can be a nice break from creating your own content, plus is boasts the benefits of introducing your followers to a cool new account to follow. Just remember to always tag the original poster for proper credit. You’d want someone to do the same for you.
Featured image credit: Joanna Malinowska
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