Don’t think about customers, sales, conversions or the number of fans or followers you have. Strip everything away and boil it down to its simplest form, and what is social media really good for?
Sharing. Social media allows you to say something to others. If we go right down to the core, that’s it.
So it all comes down to what you say.
As individuals, few of us have problems saying things on social media – “Heading downtown for a drink,” “Happy birthday, Vicky,” “It’s so hot today that my underwe-.” Well, you get the idea.
But many businesses struggle with what to share. How many times can you say, “Need a new wrench? Come on down to The Wrench Shack and check out the new anodized 3/8 inchers!” (Apologies to our wrench-retailing readers.)
So what to do?
- Forget you’re a business. Ok, not entirely. Don’t post profanity, politics or religion, unless you want to run the risk of offending a fair number of potential customers. But otherwise, be yourself. Act like a person. Leverage your employees and get them tweeting or posting. Get the personality of your people, of your company, into your social media.
- Don’t self-promote. Well, do self-promote. Just not all the time. It’s boring if you’ve got nothing to talk about but yourself. We’ve all had terrible dates where all we hear is “I blah blah this and I yadda yadda that.” Don’t be that person. You don’t want just one date with a customer. You want a long-term, committed relationship.
- Engage! There’s never been a better tool for engaging with customers than social media. If you get asked a question, respond! Receive a complaint? Respond! Receive a compliment? Respond! See something cool on someone else’s page? Respond!
Social media works for businesses. But you get out of it what you put into it. Make it fun, make it engaging, give it personality…and see what happens!