A lot of people put a lot of energy into social media campaigns for their business or organisation only to hear crickets playing in the background.
Naturally, this can lead to a feeling of frustration and disenchantment with this social media stuff.
But instead of walking away and assuming social media simply does not work for you, ask yourself this vital question: Were you trying to engage people as human beings, or were you simply looking at them as statistics Followers, Friends, Clicks, Conversions?
If the answer is the latter, you shouldn’t be giving up. Instead try changing up your attitude and approach.
Clicks and conversions are your goal, of course you know that. More importantly, your customers know that too.
Business intentions are usually implied when you launch a Twitter campaign or set up a Facebook page for your business or brand.
To forge a successful business you will need to be real and create a personable brand that your audience will want to follow and trust.
In other words, it’s time for the human touch.
Treat People Like People
The thing to keep in mind is that you’re not trying to attract bytes and bits to your brand you’re trying to attract people.
Don’t make your social media efforts feel mechanical and calculated. Here are a few concepts to keep in mind when constructing content and strategies for your social media efforts:
Don’t Hard Sell
The Hard Sell is a relic of a bygone age. All it tells your Followers is that you only care about them as data points and conversions.
It’s off-putting and irritating because it goes against everything social media is designed for.
Don’t Forget Your Existing Followers
Too often people discover that once they Follow or Friend you they are forgotten.
It is a good practice to RT and engage with your new followers but don’t forget the followers you already have…if you do then don’t be surprised if they forget you!
Include a Picture of The Person Managing Your Profile
Ideally a picture of the person managing an account should be used for the profile pic.
Another option if multiple people manage an account is to show them in the Twitter header image. A cool example of this is Ryan Seacrest’s Twitter header image hack.
This can be set from Profile tab of the Settings gear. The proper dimensions of a header image are 1252 x 626 and remember that there will be a square box in the middle of this image where the profile pic will go.
Twitter web backgrounds can also be customized, for an example of this check out the profile of TwitterToolsBook.com founder @Garin.
Engage and Involve
People know these social media relationships with businesses are about mutual benefit, so do your part: Offer your social media cloud exclusive coupons, offers, and insider info. Ask their opinion but only when you’re prepared to use it.
Asking opinions and then doing nothing about it accomplishes nothing. But if you ask for advice that you then act on suddenly your audience is engaged in the success of your business!
Have a Sense of Humor
You’re building a community of people, after all. Treat them like it! It can’t always be super serious and business business business tell a joke once in a while.
Respond to people’s funny stories. If you see an opportunity to throw a freebie or a coupon at a specific person because their story that day touched you or made you smile, do it!
That’s the sort of thing that humanizes you and makes everyone else observing it think that you’re committed to them as people and not just stats in your analytics.
It’s easy to be overwhelmed and to feel like it’s all you can do to keep up with your own social media, but it’s important to keep that human touch going.
No one feels loyalty to a machine, or to a business that acts like one.
If you remember that your customers are people, they will remember you when it’s time to spend their money.
About the Author
Ross Dempsey is the Head of Marketing for Glasgoweb, offering SEO, PPC, email marketing and web design in Glasgow and across the UK. Ross’ particular expertise lies in SEO, PPC, Social Media and Analytics.