“I’m not interesting.” “I have no idea what to write.” These are statements I hear often when talking to clients about coming up with content for social media and, often, they have avoided using social media for this very reason. Well, let me let you in on a little secret: Everyone is interesting to someone! The wonderful thing about social media is that “someone” interested in you has the ability to find you, especially if you take some time to look for them.
Step 1 to using social media effectively is knowing how to find the audience that would be interested in what you have to say. I recommend that you start with your current customer base. These individuals are already interested in you. Furthermore, your current customer is also the best new customer, so take the time to get to know what makes these individuals tick and generate a list of their characteristics (income, hobbies, political interests, gender, age, clubs, associations, professions, etc.). Once you have that, you can figure out where to find them!
Okay, so let’s assume you have found your potential audience, what do you say to them? Here are a few tips to get you on your way:
1) Sign up for Google alets using key words in your industry. You can get these once a day or once a week. Then pick what’s good and share.
2) You probably hear common concerns from your constituents or clients. Choose to give pointers on these via social media.
3) Share information about events that may interest your base (remember you have researched what they are interested in!)
4) Every 3 to 5 posts, say something specific about what you are doing with your organization that day. You do not want to sound like a billboard for yourself on social media but it IS ok to talk about yourself. The secret is balance.
5) Post testimonials.
6) Run a customer loyalty program
7) Share your videos
8) Share your media hits.
9) Share information on causes dear to you – just be cognizant of the fact that when you do this, you associate your cause with your brand.
10) Ask your followers/fans what they want you to talk about and ask for feedback!
A good use of social media will combine all of these elements so that your followers get an impression of you as well-rounded rather than just implementing a singular strategy. As a final takeaway, your ability to adapt and listen on social media will be the most important element to your success.