The Discernment of Social Users
Once must never underestimate the ever-increasing level of discernment of social users. Let me give you an example.
Do you offer a mediocre service, oblivious to your clients needs, see no need to improve your business according to both positive and negative feedback? Do you just continue to push out the same ‘stuff’ you have over the years and expect clients to want more of it? Do you think that you are offering the very best you can? Is your business thriving?
Or are you constantly monitoring your business? Are you always improving the level of service you offer? Improving your staff’s knowledge? Are you constantly alert to negative feedback and address it quickly and efficiently with both staff and clients? Are you continually aware of client and staff needs? Do you ask your clients what they think of your business? Do you ask them how you can improve?
If you are the latter, (which I’m sure you are) then your social content and interactions must run parallel. Just because someone ‘follows’ you, ‘likes’ your page or is linked to you via LinkedIn or Google+ it doesn’t necessarily mean they are reading your content, thus wasting your valuable time. This could be for a number of reasons but they all linked intrinsically.
1) With Facebook often it’s because your content isn’t ‘heavy’ enough. Video (YouTube, Vimeo, etc.) weblinks, photos and plain content respectively are heaviest.
2) Your content just is quite simply boring. Always make sure you remember the above. Always make your content interesting whether you are using Twitter, LinkedIn, Google+, Facebook, Pinterest or Instagram, or all of them!
3) You are not including any calls to action or interacting. Interaction on Facebook increases your presence on ‘likers’ newsfeeds. With Twitter always remember to thank (as much as your time allows) for retweets (RT’s) follows, favourites and mentions. Always remember to tag and hashtag all relevant parties in your tweets. In short, if you just push out tweets and expect people to follow you, read and RT, you must ensure it’s engaging and that you are interacting.
Social users are an increasingly discerning lot. If you think for a moment you’re just dealing with a mass of social mediaites happily consuming and absorbing and reacting to all the content that everyone puts out, then you are sadly mistaken. The younger generation is using Twitter and Instagram far more than ever. Apps like Justunfollow can help tweeps unfollow anyone that isn’t following them. Twitter is a very reciprocal social tool. It’s not a one-way street. There are manners to uphold and be mindful of, like in real life. If someone recommends you to someone in real life, you wouldn’t think twice about thanking them. Do the same on Twitter and be mindful of doing the same back when the opportunity arises.
Interaction and communicating are the keys. Just as you would in a normal business day, follow it through in your social media. This will ensure a thorough positive profile of your business both online and off line.