May 22nd, 2018
Develop Trust with Your Followers and Connections
Building a brand is about more than logos, colors, and mission statements; it's also about the actions that you take over time-Developing Trust. Within each description of the social media account there should be space to tell your viewers what to expect from you. Whatever you tell them, stick to it. You want to show them that you follow through with what you say.
Avoid bombarding your connections or followers with sales messages, or worse, out of context shares that make no sense to the audience. Do share posts that are informative and engaging though. You want to encourage shares, and discussion.
Keep the Same Voice Through Out All Social Media Interactions
Developing Trust while using the same voice can be difficult for a large company, but for a small business it's not as hard. Usually, in the small business case only one person is creating social media content and messaging, so it's easy to keep the voice the same. The person creating social media messages needs to understand the business inside and out, including having a deep knowledge of the audience the products or services and the image the company wants to project to the world. This doesn't mean you can't hire people to help with social media campaigns but the messages need to be planned out and the voice needs to be understood so that the audience isn't confused.
Share and Spread the Word Often
Know who you are, what your business stands for, and who you want to friend you, follow you and connect with you on social media. Then, spread the word. Use #hashtags, Google communities, LinkedIn groups, and more to communicate with your audience to increase your credibility and spread brand awareness. By sharing and communicating with your audience you'll soon become the expert and influencer regarding your particular niche.
Create a FAQ
You might not realize it, but once your social media takes off, you'll get the same questions asked over and over again, but unlike your website where you can place a simple FAQ for readers to look at, you'll need to have live answers on social media. So, create an FAQ with easy to cut and paste answers. On some social media like Facebook, you can create documents that you can point people to, but for the most part you'll need to answer the same questions time and again, a pre-written FAQ will help you do it faster and be more consistent.
Build Relationships with Customers & Influencers
On social media sites, the best way to build relationships is with making comments, sharing, tagging, re-tweeting information that your customers share as well as influencers share. But, one often overlooked part of it is the relationship you have with influencers. Influencers are those people who may not be customers, but who interact with your customers. They might be bloggers, journalists, reporters or even your competition. By engaging with them, you'll increase your brand awareness exponentially.
Thank Your Loyal Fans
You'll notice on various social media accounts that you have some people who really stand out as brand ambassadors. They always share what you post; they make comments and engage with you on a regular basis. Cultivate this relationship. They can become very valuable in terms of helping monitor for spam, answer questions, and other issues on your social media accounts. You can pay them in the form of coupons, and bonuses.
People love interacting on social media because it is "social" and you can be more social on your social media than you think. Organize Google Hangouts, link to photo albums, and have special events that encourage your fans to share with you. By creating an emotional connection to your brand, you'll create a true feeling of belonging that will far surpass typical brand loyalty.
Read Part Five of our series. In the next article, we discuss Planning Your Social Strategy.