I don’t mean to sound like a creep but do you ever watch pedestrians on their phones?
They’re not sitting there analysing each post are they?
They’re scrolling through their newsfeed and their doing it quickly. They’re flying through hundreds of pieces of content and they’re totally unaffected by most of them.
The aim isn’t to get material on the Internet anymore – it’s to get people to pause their racing upward strokes to look at it. It’s about creating content that people want to like, share and comment on and trust me, it’s no easy feat.
Here is how ActivePipe has turned 5 likes into 50 and those 50 into 500.
Get to know your audience:
Every article you read about good social media practice will harp on about defining your audience. They are right; there is no use having 200,000 people following your page if they aren’t interested in your product or service. If you don’t know who they are you won’t be able to target them.
You shouldn’t just know their logistics because it isn’t just about their occupation, gender and where they live. It’s about what they like and dislike, about how they get to and from work every morning and what they like doing on the weekend. To have a conversation with your audience you have to walk a mile in their shoes; to empathise with their struggles and channel their perspective
Humanise your brand:
Social media is defined by 2-way dialogue. People want to know the person behind your communication; is it a man in a tailored suit on the thirty-fifth floor of the Eureka tower or is it a young hipster in a snap-back riding his skateboard down Brunswick Street? To make impact you have to be relatable; to be a your audience’s close friend rather than a distant business. You have to decide who you are and keep it consistent if you want to win their trust.
Stories have been used as a teaching tool throughout human history. Why? Because they are engaging and they entertain. That is precisely what social media attempts to do on behalf of a business; to educate, inform and amuse audiences and to do it in a likable way. Emotion is the greatest motivator of trust so use humour, compassion and empathy. Make it your goal to provoke a smile, a laugh or a tear.
We’ve said how important it is to get to connect with your audience and there is no better way to do it than to ask them questions. It’s a powerful call to action with massive ROI; it drives engagement and reaps insight. It shows that you care about their experience and genuinely want to interact with them. Do you know what else it does? It impresses Facebook’s algorithms, putting you at the top of people’s new feeds and extending your reach.
Make it graphic:
A slab of text isn’t going to do anything for social traction. Scrolling frenzies will not be interrupted by line after line of size 12 Tahoma so put some images up there to support your message. You can put a gripping photograph behind a famous quote or use your phone to capture the day your bosses outfits matched. It’s all about giving your fans access to what goes on behind the scenes and giving them an insight into what you company is about.
When it comes to businesses and social media, it’s all about creating a relationship; about being your customers mate.