By Tracey Benjamini, Account Executive, R&J Public Relations
Social media can be a powerful tool for brands to connect with their target audience, if it’s used right. While the goal for many brands and PR professionals is to build social media pages with large groups of followers and fans, it is more important to have meaningful interactions with your social media communities. Marketing agency Cole & Weber and research firm The Palmerston Group recently released a new report stating that, when it comes to social media, most brands are what they like to call “hyperconnectors” –pages whose goal is having a large group of followers. But rather than simply trying to get the greatest number of followers, what brands should strive to be is “sociable butterflies”.
For a brand, being a sociable butterfly on social media is about filling the role that your audience expects of you, listening and empathizing, and effectively incorporating feedback into your social media pages. Here are a few guidelines to keep in mind that can help your brand become a sociable butterfly.
- Accessibility - Your brand should be easy to reach, attentive and responsive to posts and comments on your pages. Your audience wants to know there is an actual person behind your pages who can answer their questions and address their concerns.
- Caregiving - Your responses should be compassionate, caring and empathetic. As I said before, fans want to know that there’s a person behind their favorite brands’ social media pages, and good customer service can go a long way.
- Resource - Your page should be in touch and listening to the latest trends in your industry. Fans look to their favorite brands as experts in a certain area. Whether your brand is a consumer electronics manufacturer or a healthcare provider, you should share relevant news with your social media communities to showcase this.
- Spark - Be energetic and be yourself. Fans aren’t going to interact with your page if you don’t engage them. Ask them questions to get some conversations start, and most importantly, have fun!