Developing a Connection-Building Social Media Strategy
We all crave connection - something that many of you are acutely aware of after months of social distancing! As humans, we need connections with other people. Research has shown that social interactions enrich our lives and can even improve our health.
Social media can be a great way to build connections, and it can also be a great way to destroy connections. And you’ve probably seen this happen online, or even experienced it yourself. Unfortunately, the same social media platforms that enrich our lives by helping us connect with friends and family can be used to divide people through political arguments and disputes.
Organizations, and organizational leaders, have the opportunity to use social media to build or destroy connections, as well. The outcome all depends on their strategy and their content. Social media that builds connections doesn’t just happen - organizations must develop guidelines for content and engagement and have a really good handle on who their target audience is and what’s going on in the world.
Here are a few tips for developing a connection-building social media strategy:
Know your community.
Understanding your organization’s community (aka: target market) is essential to developing an effective social media strategy. Community awareness isn’t just reciting demographics; it’s truly understanding the concerns and interests of the members that make up your organization’s community. What matters most to them? What keeps them up at night? What causes are they passionate about? How do new developments and events impact their daily life?
Take a daily pulse on current events.
Even a well-meaning post can seem insensitive during times of crisis. We saw this a lot when news of the coronavirus pandemic broke, and companies continued to post scheduled content that promoted travel, in-person events, and even including media that showed handshaking. To prevent coming across as insensitive or out of touch, take a daily pulse on current events and evaluate all scheduled social media content for relevance.
Engage consistently and positively.
Don’t just post something on your company’s Facebook page and then go AWOL. Monitor and encourage social media conversation on your posts. Social media that lacks engagement is simply broadcasting information. If you want to take your organization’s social media to the next level by building relationships, you’ll need to prioritize conversational engagement strategies. Keep your responses positive, professional, and within organizational guidelines. If your company needs help with developing social media guidelines, Becker Digital and help with that!
Remember, there’s a human on the other side of social media.
When we’re online, it’s easy to get in the zone and forget the people that are reading and responding to our content. When posting, always consider the people that may come across the content. What if that one post was their only introduction to you or your company? What kind of an impression would it leave? A good one? Or a bad one? That’s totally up to you. Work to make it a good impression.
Your Connection-Building Social Media Strategy
When thinking about how your organization can connect with its community, it’s easy to get lost in all the tech stuff and app trends.
Remember: Long-term community connections are not built off viral posts.
Instead, long-term community connections are built on quality content, positive engagement, and a well-implemented, well-researched social media strategy.
If your organization would like assistance developing a relationship-focused social media strategy, Becker Digital is always ready to help. Our team of experienced professionals is available for projects large and small. We work to customize our services to the client’s needs. Contact us to schedule a consultation and learn more about how digital strategy can enhance your organization’s mission.