Too many businesses forget that social media is.... wait for it.... SOCIAL!
Social media is (supposed to be) a collection of real conversations between real people. They just happen to take place on a screen, rather than in person. Too often, though, businesses use social media as a channel to talk about their business, their offers, their events and so on. They treat social media as another channel for promotion. In other words, they talk about themselves.
With that in mind, look back at your posts, read them in succession, and imagine that you're saying all these things, in person, to real people. How do you sound? Do you sound like that annoying guy who only talks about himself? Are you saying anything that would be interesting to real people? My guess is (based on what I see every day on social media), NO.
You need to dedicate a considerable portion of your social feeds to interesting dialogue about things that have nothing to do with your business, just like you would in a real social setting! Real life conversations include all kinds of dialogue about current events, pop culture, and...wait for it... interesting topics! Eventually, the conversation may turn professional, but if you compare your social media feeds to what you talk about in real life to real people, there are surely vast differences in tone. And there shouldn't be.
The best example of real social engagement on social media is Mashable. They talk about all kinds of interesting things that have nothing to do with them. In the illustration above, I captured three recent posts: one about a nasty sea slug, one about the Paris attacks, and one about the Biebs. None of those posts are about about Mashable, a digital media website which describes itself as a "source for news, information and resources for the Connected Generation". They started in 2005 as a site focussed on technology and new media, but they quickly realized that when it came to their social media activity, they needed to be... wait for it...you know what's coming...SOCIAL! They talk a LOT about things that are interesting, regardless of how closely they relate to their business or their offerings. Slugs have nothing to do with tech. The Paris attacks have nothing to do with the Connected Generation. They talk about these things because they are interesting, and people listen. A LOT of people (they currently have more than 6 million Twitter followers).
THE LESSON FOR MARKETERS
You want to be interesting on social media, not self-promoting. Why? Because people listen to interesting brands. And the more interesting you are, the more likely you are to be remembered when those people need to buy a product that you just happen to sell. Social media's not for inspiring a purchase. It's for engaging in dialogue that makes you memorable. It's that brand awareness that will lead, one day, to purchase consideration.
How will you know if you're doing it right? Go back to your social media feeds and pretend you're saying what's in your posts to real people in real life. Do you like what you hear?
How much of your social media activity is dedicated to interesting conversation that is unrelated to what you sell?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!