Search on Google, and you will find many blogs dedicated to the art of gaining more followers on social media. As a company or a brand, there's a very thin line to walk between personalizing what you want to say / sell versus becoming too spammy. There is one man who has mastered cultivating an audience that is always hungry for what he has to share: George Takei.
What has he done that is different than many other businesses? Because let's face it, at the end of the day, Mr. Takei is still a brand. George, in his early days, used humor to get his view of the world out to the masses. His posts were often recycled or found through other avenues, but they were always clever, funny, and drew a line that connected people. When someone can connect with what you have to say, they will come back for more, and humor has been a proven ingredient in the recipe for success.
Once his audience was set in place, he was then able to share causes that were close to his heart like issues on civil rights and gay / lesbian support and provide attention to charities such as the Human Rights Campaign and AARP. Yet, every post he puts up needs not be about asking for money from people or looking for people to donate to his causes. His marketing strategy is loose in that he shares things that he finds interesting, but are also immediate and relevant. Even in dealing with serious campaigns, George shows his personality in his posts, and makes his audience think of him as someone with whom they would want to spend time cracking jokes.
This strategy is not always right for everyone, especially if you are trying to keep a professional front to your business, so here are a few things to try and keep in mind to inject a little more personality into your posts:
- Know your audience - As humans, they have needs and wants. Seek what these are, and you're halfway there. Review this infographic to help you form your audience personas.
- Create a voice - Add some emotion to what you have to say by finding the right wording. Example: a post such as, "Friends, food, and laughter will find their way to the Lorry this Friday. Come join us," will work better than, "The Lorry is having a special on chicken tonight."
- Share stories / links outside of what you do - But still try to keep it relevant to how it relates to your business. Find something interesting while you're researching a new project? Share away!
- Keep brand identity consistent - Across all your social media accounts, make sure that if your audience can still recognize you by your posts on any network.
- Ask for feedback - Everyone has a story to tell, and the best way to find out what this is is to ask. This gives you insight into what your target market is looking for.
- Post frequently - It's best to post when people are distracted and need a break by checking their favorite social media sites. It's okay to post 5-7 times a day on Twitter, but only 1-4 times on sites like Facebook and Google+. Always avoid spamming people by posting low-content posts. Remember, everything you post represents who you are. Read more on when to post what on each social media network in, "A guide to the best and worst times to post on social media."
It's always best to remember that your audience is like an onion. The people on the inner-most layer that are closest to you will enjoy what you put out because they have a personal connection. Those on the outer-most layer may not be as invested in what you have to say. The idea is to find a way to bring them all into the center.
For expert advice on your social media and branding, reach out to us at ArcStone.
