Written By: Adam Dince
The combination of technology and social media has made it easier for brands and people to communicate and interact with each other in real-time. It has given voice to the voiceless. And it has allowed ordinary people to do extraordinary things. The social media revolution has led to many new and innovative entrepreneurial endeavors and ways of communicating with each other.
While social communication has given us a way to engage online in a rich way, it has also amplified the reach of the egotistic and cliquish behaviors that we as humans tend to exude in real-life. This is often evident in brand-to-consumer communication. Big brands, advertisers, and influential social figures tend to act like divas in their communication styles. In other words—they behave as though it’s our privilege to talk to them and not the other way around, even though the follower/customer is often the reason for the organization’s success.
- How often have you noticed hundreds if not thousands of responses to a question a brand posted on Facebook, yet the brand hasn’t posted back once?
- How many times have your replies to someone you follow on Twitter go unrecognized?
In 2010, e-Marketer reported that 36 % of new media users stop following brands due to lack of engagement and communication.
People who follow other people and/or organizations aren’t looking to be talked to or talked over… they’re looking for interaction. Imagine asking a store clerk for help just to have them look the other way. Would you continue to give them your business? What if someone asked a question, and when you answered—there was no response back? Would you be likely to respond to them again? How many times would it take until you stopped volunteering feedback and found somewhere else to contribute?
It’s as simple as the concept of a Website contact form. If you fill out an on-line contact form, once submitted, you typically land on a confirmation page or at least get a confirmation email. It lets you know that your message has been received and you feel validated.
The bottom line is to ALWAYS consider:
- Where you came from
- What it took to get where you are now
- Where you want to go in the future
And remember—you can’t get there by yourself.
Below are some high-level tips to be more effective and successful in communicating with your social media friends, followers and readers:
- Facebook/Google +
- Don’t post and coast: Make sure to monitor user feedback and respond where appropriate
- Set expectations: If you can’t commit to providing feedback in a timely manner, just say so—people appreciate honesty
- Tone: Choose your tone of communication carefully and understand your audience. Speak to and not at
- Be randomly consistent: You know who is actively engaging with you. While responding to everyone is most likely impossible, it’s important to talk to your base and make them feel valued, Create a contact calendar and be faithful to it
- “Thank you” goes a long way:
- Publicly thank your new followers
- Thank people who re-tweet your content
- Don’t be pompous:
- No one likes a big head, so be humble
- Be gracious:
- If you want your followers to take action, ask nicely and thank them for doing so
- Be real:
- A personal touch to tweets will get people’s attention
- Respond to as many of the comments on your blog posts as possible
- Thank readers who subscribe to your feed
- Let readers know that you value their opinion
- Build relationships with engaged readers
Last but not least—follow the golden rule. It will take you a long way.