ArcStone @ #TrendingNorth: Authenticity in social media

This past week, Chloe and I attended an event called #TrendingNorth by AdFed MN hosted at The Social Lights building in NE. We heard from a panel of successful business owners and communication strategists, mainly regarding how to use social media to promote your brand. Here are a few takeaways we thought you might want to hear.

Photo credit: Ad 2's #TrendingNorth Facebook page

What are the first steps you take when working with a client?

Katrina Wollet, Communication Specialist

• “You can never do too much research” – This means she goes beyond just their site and LinkedIn. She searches for press releases, if they were featured in the news, who they engage with, and who they follow on social channels. It’s not enough to know what a company does: she seeks to understand their "why" to create strategies that resonate with their audience.
• “Ask what’s working? What’s not?” – Addressing a company's strengths and weaknesses from the get-go helps you prioritize goals and prevent future vulnerabilities.
• “Listen first, then ask as many questions as possible.” – Before you unleash your plan of attack, listen to your client’s needs, wants, and fears. 

How is your brand an extension of yourself?

Spencer Barrett, Founder of The Great Lakes Co.

• He said his company The Great Lakes Co. began when he asked himself "how can I use my emotional response [to a memory] to connect with others?” – It’s evident through Spencer’s brand and messaging that he is passionate about the Great Lakes. He uses that passion to resonate with a particular audience and produce a product that emits that same energy.
• Laura Rae Founder of Laura Rae Photography warned that people will know if you posted something just for the sake of posting it, rather than sharing something that's trully your own. Laura advised us to find a purpose. She brought it back to how everything stems from the simple question, "who are you?" and to use your answer to guide how you interact online.
• The more you are yourself, the more you are exactly where you need to be." This was Chloe's favorite quote of the night, which came from Joseph Harris Co-Founder of Bodega Ltd. His brand has developed from him being who he is and expressing that.

How to get more followers on social media?

• Spencer Barrett emphasized it all comes down to adding value to readers. Don’t just post for the sake of posting. Be intentional about everything you share so that it is useful for your audience. 
• Drew Gneiser, Social Media Strategist at The Social Lights advised us to stop worrying about the followers or likes: the purpose of social media is to connect with your audience. You don’t need a million likes to resonate with people; you need valuable content that creates a sustainable community.
• "If you haven't found your community yet, build it." Annie D'Souza, Founder of The Midwestival, pointed out that if your community isn't on Facebook, you should facilitate it. Follow people and accounts that seem to fit, engage more with them, and eventually you'll have a following and a community.

How can you make your business stand out?

• Spencer said their customer service is what really stands out amongst other sellers. For example, when someone purchase a hat online, Spencer writes them a hand-written note to say thank you.
• When asked her biggest piece of advice, Katrina exlaimed "Stay HUMAN." She explained it as don’t try to be the brand, just be you and you will stand out.
  

In the end, the panelist reminded us it isn't about followers, likes and trends. It's about using social media for what it's made for: connecting you with others. And better yet, the best tactic for pursuing this is by being you.