Over the past decade, social media has revolutionized the way organizations engage and connect with target audiences. Instead of “talking at” customers, social media demands that we listen to audiences and consistently engage in relevant and meaningful conversations. Most importantly, it provides us with an opportunity to breathe new life into brands and creates lasting relationships with customers.
In honor of National Social Media Day, we’ve decided to share three social media practices that have the power to transform brands.
- Connect with like-minded organizations. When establishing connections on social media, start by connecting with organizations that share similar values, needs, interests, and/or business philosophies. For example, if you’re a non-for-profit organization, your goal should be to connect with organizations that share a passion for your cause and mission. Likewise, if you’re an industrial manufacturing company, you’d want to start by connecting with partners, prospects, and customers who share an interest in relevant content and thought leadership from the industries you serve.
- Listen first. Then engage your audiences with relevant topics. Brands that are only spectators of social media, or only use it only for self-promotional purposes, are often disregarded and forgotten. Social media is a place that thrives on interaction and connection. Be thorough in understanding your target audiences’ pain points, the solutions they are seeking, and their goals for growth. Then, craft content that specifically addresses these topics.
- Be a thought leader. In order to generate loyal followers on social media and engage with the right influencers, it is essential to develop content that demonstrates your company’s thought leadership. Organizations become thought leaders by consistently sharing unique perspectives on important industry issues. Remember that thought leaders don’t just post content for the sake of posting content; instead they focus on posting information that creates impact and helps their target audiences to think differently.
In his book the Tipping Point, Malcolm Gladwell explains, “To create one contagious movement, you often have to create many small movements first.” Developing a powerful social media presence doesn’t happen over night. Rather, it requires a steady effort of developing relevant content, establishing thought leadership, and initiating engagement with like-minded organizations. As social media continues to shape the way we communicate, it is also has the power to transform the way other perceive and engage with your brand. What does your social media presence say about your brand?