If you are only focusing on business in your social media posts, you’re doing it wrong. The reason it’s called social media is to socialize. If you are at a dinner party, you wouldn’t talk only about work, you share funny stories, jokes, and personal experiences. You might talk to someone about how you know the host, about the food that is being served, or learn something about the people you are talking to. Social media content is not much different than this.
Here are 4 ways to make better connections with your audience on social media:
1) Cultivate Relationships
Instead of giving a hard sell to your followers all the time, it is essential to create goodwill with them. Posting things that people can relate to or find humorous is a good way to cultivate these relationships. This creates a sense of personality and makes your online presence appear less robotic. For example, Miller Lite posted this funny internet meme on their Facebook page. It’s culturally relevant, funny, and mostly likely would appeal to their target demographic.
2) Integrate Relevant Events
Find ways to integrate relevant events into your brand posts. For example, Tide used The Dress Debate to tie in their product to this wildly popular controversy. It’s current, lighthearted, and easy to relate to, which also helps cultivate relationships with your followers. This post ended up having almost 2000 shares, 16,800 likes and almost 800 comments. I’d say they nailed it.
3) Create Calls-To-Action
Creating a call-to-action allows your followers to interact with your brand, for example liking a post or sharing a photo. This in turn will enhance your business goals of either purchase or lead generation. Pampers campaign of #PampersFirsts encourages their followers to post photos of their baby’s firsts, from the first time they smiled or had solid food or spoke their first word.
4) Curated Content
Social Media Examiner proposes that sharing curated content that is relevant to your product or brand will also create goodwill. It shows that the business is not all about them all the time.
Chobani’s Pinterest account is an excellent example of this. Kierra Stein says, “A yogurt brand associated with health living, Chobani caters to its audience with tips and tricks for maintaining a healthy lifestyle. They use their Pinterest account to share recipes, workouts, inspirational quotes, ideas for setting up your kitchen and more; and most of these are repins or pins from other sites.”
The business side of your work is important, but so is cultivating relationships within your online presence. Applying these tips to your social media posts will give your content the best online personality.