It’s safe to say that many organizations are both excited and overwhelmed at the opportunities social media brings.
Those who have attempted a social media presence have found it isn’t as easy as it sounds. (I have certainly learned this.) With all of us having access to the same platform, we are making more noise, yet I would say people are listening less. Your message may have a better chance at flying in front of somebody, but that somebody is probably very well-trained at tuning it out – especially if it is just a sales pitch. After all, nobody wants a door-to-door salesman knocking on their Facebook feed.
So what does it take to stand out in social media?
Gratitude
To me, it is about creating strong relationships. By people “liking” or “following” or “+1-ing” you, they are making a commitment of their time – one of our most valuable possessions – to pay attention to your message and/or consider buying whatever product or service you offer. That is something not to be taken lightly. It’s easy to feel disappointed with just 300 followers, because you want 300,000. On the other hand, isn’t it amazing that 300 people took a chance on you? This can lead you to show your gratitude by…
Giving the People Quality
A social media page is different than a simple advertising spot. It is still important to showcase the work you do and what you offer, but it requires an adjustment in tone. There can be conversations on why you do what you do, why you are passionate about it, and how you love seeing it add to someone’s quality of life. You have the chance to provide useful information that makes an impact. If you begin to see people sharing what you share and even (gasp!) someone asks you a question, you can thank, thank, thank them (back to gratitude) and continue giving them quality. In other words, you are doing everything you can to make their time commitment worth it.
Consistency
The toughest thing is creating this type of presence consistently, weighed against everything else on your plate. Honestly, you don’t need to wear yourself down getting a post out every day or even every week. ( If we’re talking once a year, there might be a problem.) The key is finding a schedule and arrangement that works for you. It may take acquiring some help, so you can be sure you are connecting with your growing network consistently without compromising other areas of business.
This all takes work and patience, but I truly believe if you show gratitude by consistently giving people quality in their social media feeds, you will see positive results.