Getting Involved In Social Media Conversations

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Everyone knows social media is a great way to make the public aware of your company, your brand, and your product and should be part of your digital marketing strategy. The problem lies in getting potential customers to read your social media postings. Here are some tips:

Social Media Blueprint

Consider Real-Time

Too many people in business dismiss real-time social media channels such as Twitter as being shallow because they are, by their very nature, fleeting. Others feel constrained by Twitter’s 140-character limit for each post. But Twitter is a great place to engage in real-time conversations.

Social Media Hashtags

Hashtags are a great way to align your posts with current hot topics, and to direct your posts to targeted demographics. On Twitter, hashtags cut into your 140-character limit, so use them carefully and sparingly. Also, don’t feel compelled to keep creating hashtags to fill up the 140 characters. The posts that are most likely to be retweeted are shorter than 120 characters, leaving ample room for the retweeter’s Twitter handle.

Conversations . . . and Narrative

Social media is not just a way to talk to your customers and promote your product or service. It’s a great medium for listening to your customers to learn their interests and needs–as well as their complaints about your offerings or your company. Don’t just talk to your customers, engage in conversations with them.

At the same time, don’t dismiss the importance of narrative. Having lots of Facebook “likes” or Twitter retweets is not enough if people aren’t getting your message and buying your product. So don’t be afraid to stress–often!–what your company offers and what it can do for your readers.

“Hijacking”

But don’t think that simply posting to your Twitter account or Facebook page is enough. A great way to interact with people via social media is through “hijacking”.  Yes, it’s a negative term, but it can lead to positive results when it comes to promoting your company on social media.

Look for topics and discussions your readers are interested in, and post responses. Join Facebook groups where you might find potential customers. Don’t be afraid to reach out on pages for things such as apps that your customers might be interested in. Look for similar but non-competing brands that your existing or prospective buyers might read, such as a baby clothes page if you sell a women’s fashion brand.

The key word, however, is relevant. There’s nothing more likely to muster an angry Facebook mob than an item about sunglasses on a Tudor History page. But that same message is likely to garner appreciation–and sales!–when posted on a Tropical Vacation timeline.

So now that you’ve read these tips, go log on and start interacting with your customers via social media.

References

  • Bearne, S, (February 19, 2015). Under Armour hijacks social media conversations. Marketing Magazine.
  • Deutsch, B. (December 16, 2014).For success in social media, conversation is not enough–you need narrative. Fast Company.
  • Social Media: How to Get Involved. [pdf file]. The Wales We Want.
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