Networking – Your network is your lifeline. Use your social media platforms to connect, promote, thank, and be kind to the people important to your business. Be friendly, be genuine, and give first.
Education – Free information is the new currency. To create a client community, you must share information that has value. Useful, action-oriented content from your area of expertise will attract followers. Are there tips and tricks you could provide to your customers that would make their use of your product or service easier, faster, cheaper, or less stressful? Are there innovations in your industry that your clients and potential clients could use? Could you choose an ongoing topic for a series that you add to in each issue? Write to the needs of your readers and they will establish you as an expert and look forward to what you have to say.
Client Engagement – Are you struggling with what your clients want or need? Just ask them. Post a question and let your online community engage directly with you on ideas, best practices, and reactions. It is the most candid, least expensive form of market research that you can do in real time. Another way to include your clients is by asking them to submit stories and/or pictures of them using your products or services.
Customer Service/Customer Retention – Social Media is an open market that gives customers the power. You cannot control what others say, but you can use it to your advantage. You can counter negative comments about your brand, company, employees or even management, in real time and in public. Many times, it is how we deal with a negative situation that can endear our clients and future clients to us even more. Always respond with honesty, action and, if appropriate for the situation, a little humor.
Company Culture – Your customers are looking for a personal connection to your brand and company. Use social media to let them peek into your world. Consider featuring an employee each week, try a pictorial tour of your departments, highlight a company-sponsored charitable event, or write about internal news such as new hires, long time retirements, employee awards, promotions, title changes, ownership changes, restructuring, etc. Make sure your readers hear things from you first, not through the grapevine.
Personal Anecdotes – It is the personal touch that connects us as individuals. Potential clients want to connect with you as people first, your message next and your brand last. Let who you are as a person shine through. Great topics include food, kids, pets, music, sports and hobbies.
Promotion – No one likes a marketer that bombards them with messages. Listen to your customers and act on what you hear to build trust and influence. Offer an incentive to your readers to forward your informational blog/web page to others they think may be interested in subscribing. Don’t be a spammer.
If you are doing all of the above really well, you have earned the right to share your product or service with your followers.