Social Media Content: Are You Boring, Asphyxiating or Ignoring Your Followers?
If you ask content marketers what they believe is their main focus in 2017, most of them will say it is building trust. Trust is going to be big this year and it is equally important to do it right. Because once the trust is gone from your loyal fans, it will be near-impossible to get them back. This is so true for your Social Media followers.
When someone decides to like your Facebook page, follow you on Twitter or Pinterest, add you in Google+ or even connect with you on LinkedIn, it means, they took time to look for you and get to know you better because somehow you can help them find solutions to their problems. If they need an answer to a burning question, they know the will get a reply. They’ve become your fans who share your social media content, retweet your tweets or pin your pins. It’s all about relationships.
Here are Do’s and Don’ts when it comes to keeping your social media followers:
- Post what your audience wants
Twitter fans like following those that interest them. But sometimes, those posts don’t really interest them so they unfollow. As a business, you don’t want to post stuff that you think your followers might not like. Take time to check your post before hitting publish (or Tweet). Give it a bit of wit and humor, make it interesting, make it relevant or a combination of all. Think of your audience!
- Appreciate your audience
Remember to show your appreciation to your followers, your subscribers, likers, retweeters, etc. These are real people who could possibly be clients. Treat them right and acknowledge their “Like”, or “Retweet” and thank them for their subscription. Everyone likes to be appreciated. Show them some love through a very appreciative comment or reply – anything that will make them feel good.
- Be consistent with your channels
If you’re being consistent, your followers will be interested. Keep sharing interesting social media content and information on all your platforms constantly. But it mustn’t be stuff that isn’t relevant or just for posting sake. It has to be something useful and of good quality.
You have to be aware of the time of day, and day of the week when you believe your followers are active. That’s the best time to attract attention.
- Make your followers feel important
Why did people follow your page? There can be many reasons – they want to get to know your product more, they want your service or they want to get more from you. Or maybe they feel entitled to something simply because they followed or liked you. So give them a piece of the pie! Your pages are great places to give away free stuff to your fans or introduce something new in your business. This way, they will keep coming back for something new.
- Don’t be annoying
Posting too much social media content can be annoying to your fans. You are going to flood your followers’ feeds with too much stuff that they might not have all the time to read your 5 posts. Later, they won’t be able to find it. Give them a little suspense by posting something not too frequently. If it’s a long post, break it into parts to keep them in suspense for Part 2 or 3.
- Don’t be away too long
If posting too much is wrong, being away for too long is also wrong. If you announced a Part 2, don’t make them wait too long for it or else they will forget what was in Part 1. For blogs, post regularly to make your followers know you’re still alive. Yes, absence makes the heart grow fonder, but too much absence makes the heart forget.
- Don’t be boring
Sometimes, I take a break from the afternoon grind because I need a diversion. So I visit my favorite blog or check on my newsfeed. If your followers are feeling bored in those times, you cannot have them read more boring and non-relevant stuff from you. Always keep your posts interesting because you never know when your followers need a real pick-me-up post.
- Don’t dictate your audience
Social media is a place where subtle calls to action should be done. You can’t dictate your followers to “Subscribe” or “Hit Like” because they’re your friends and not your foot soldiers. If your content is that good, they will subscribe or like because they want to, not because someone gave them a command.
- Don’t ignore
Every comment matters – be it a good one (give thanks) or a nasty one (give an apology). If your page has a high-volume of traffic, you need to take time to respond to each one and not just choose the delicate ones. Remember that they took time to write something, even if it was just a simple “nice” comment. Relationships start with one word.
- Don’t brag about your product
The idea of Social Media Marketing is talking about your customers and not focusing on your brand. It’s not all promoting your product; it’s how your audience feels about your brand and your industry. Make them the star.
It’s time to measure
After carefully following these Do’s and Don’ts, take time to measure your efforts and your social media content. How will you know if it’s helping your business? Start with Google Analytics to track your Social Media traffic. Then use the data to make your adjustments.
They’re not really rocket science. The bottom line is, your followers are your most treasured allies and assets. They will have your back so you should have theirs. This kind of “loyalty” and “relationship” is what every business wants for a very long time. And yes, some relationships do last that long.
Chief Content Officer
Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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