Even though social media marketing is an inexpensive and measurable method of building and maintain an enthusiastic online community that will boost your brand, one fact you have to remember that this community is composed of human beings and exciting content is what will keep them engaged with your brand.
Below are 5 ways you can excite your community.
1. Post different content forms
Don’t assume content is synonymous with words only. It includes video, photo and audio too. Ensure your content mix is balanced because different community members prefer different content.
2. Update content regularly
Avoid the ‘one content fits all platforms’ temptation. What your community members view on Facebook shouldn’t be ‘photocopied’ to your Twitter tweets. In addition, content, especially tweets and Facebook statuses updates, shouldn’t park in your accounts all day. Update at least thrice a day. Otherwise your community members will assume you are doing a copy and paste job.
3. Associate your business with a cause
One tactic that will earn your social media marketing campaign bonus points (and a surge in traffic, albeit temporary) is by aligning your brand with initiatives like the recently concluded Kenyans 4 Kenya.
Keep content about your participation minimal otherwise you will be regarded as a publicity seeking pig. Instead, ask your community to voice their views on issues unleashed by such disasters such as agricultural policy, irrigation and extension services.
A temporary diversion from brand-related content shows that your business cares about – and desires to – be involved in solving real-world challenges.
4 Massage their emotions
Nothing makes an impact on your community’s emotions than that feeling that your business considers them special. So special that they are the first to know of new products and services and also the first to try out the beta versions, so special that they are the first to be invited to the launch parties, so special they are the first to know of upcoming price discounts, so special that you’re the first to send them birthday wishes, etc. You can never go wrong with massaging your community members’ emotions.
5) Emergency responses
Unfortunately, like all relationships, sometimes you and your community members will experience turbulent times. This situation usually arises when businesses experience disasters and their responses are inadequate. Remember BP’s 2010 PR disaster after an oil spill in the Gulf of Mexico?
You will be tempted to respond with a ‘know-it-all’ reply. Resist that temptation. Respond politely with a line like, “Thank you for your observation, we are doing our best to contain the situation…” In these emergencies, constant communication is essential, otherwise your community will suspect you are being evasive. Nothing contributes to your community’s alienation (and possible defection) than defensiveness and evasiveness.
Implementing the five social media marketing tactics above is a strong way to anchor your social media marketing strategy on a stable surface.