How To Cultivate Your Brand’s Social Community
We live in an age of instant gratification with many people turning to social media for inspiration and answers. As a community manager, it’s my job to interact with social communities so people feel comfortable engaging with brands and finding answers to their questions.
Since cultivating online communities requires much more than just likes and retweets, I wanted to share a few ways we build trust on social media channels for our clients.
Establish Your Brand Voice
Every brand is different, so there’s no need to sound the same. Work with your team to establish a brand persona you can reference when writing for your social channels. One way to do this is truly understanding your audience.
Watch how your audience is engaging with your content and mirror it. Are people tagging friends and cracking jokes in your comment section or are they asking questions and trying to get concrete information? Take the time to determine what feels right. What works for someone else might not be best for your brand.
Be A Source Of Support And Knowledge
People have questions so make sure you have answers. Create a response document with responses to frequently asked questions. If someone asks something that may take more time to answer, don’t just leave them hanging. Be sure to let them know you saw their comment and you will follow up with more information.
Keep It Timely
Answering questions in a timely manner helps instill trust in your brand. Someone may be asking about a recipe they are making that night, while another person may be online shopping and wondering about a particular product. If you don’t stay on top of your comments and messages, there’s a good chance you will lose potential customers.
A good rule of thumb is to check your social pages at least three times a day: morning, noon and night. Also, stay on top of upcoming content. If there is a bigger campaign or article publishing, be sure to check the feed more often in case fires arise.
Engage With Every Comment
A lot of users keep their comments simple, such as “Nice!” “Yum!” or “Need.” Don’t discount these messages. Respond with a question to hook them in for more engagement. A simple, “We like this one too. What’s your favorite ____?” can lead to more comments and leave the user feeling like they are a part of your brand community.
Spread The Love
Don’t be afraid to be a little silly or heartfelt if it seems right. You may notice the same people engaging in your content over and over. Create a relationship with those people and look for opportunities to surprise and delight your most loyal followers.
By following these guidelines, you will be able to cultivate a social community that trusts and values your brand. Now let’s get posting!