To be successful, it's not just about posting. It's also about actually engaging — you know, being social. That's a GOOD thing because when you engage with your followers on social media, that's where the magic happens. That said, you can't always measure the value of social media, and brands need to get comfortable with that. A lot of the value comes from lurkers. Some studies say up o 90% of your audience may be lurkers. One of my clients measures the value of its social media program based primarily on the fact that the executives at its parent company have noticed its efforts there without "liking" or "sharing" and that makes it stand out from the other companies it owns (who aren't active on social media). It's a differentiator for my client. It's not enough to just have an account. You should post regularly. It was disappointing to look up a company on social media only to find it hasn't been posted in a year. If you need help with consistent posts, tools like buffers can be preloaded with content that can schedule to post on your behalf. And remember that you don't need to be active on every social media platform. That's just setting yourself up to be overwhelmed. Choose the ones where your audience spends most of its time, and focus on those.
Be sure to follow other colleagues and industry leaders on social media, and respond to their posts. If they comment on yours, be sure to acknowledge that. On Twitter or LinkedIn, for example, you can engage in some thought-provoking conversations and obtain so much valuable information. It's better to curate some of the content you post from other sources. If you only post content created by your organization, your followers are bound to get tired of you constantly talking about only yourself. Instead, spend a little time each day or week checking trusted sources of information like blogs, trade publications, and news outlets for stories that might be relevant to your audience. Add your brief take on each, and you have some great content to add to your feed. It’s a bit of a magical experience when you find an innovative business leader and get the opportunity to connect that innovator with another innovator. And then, when you have the opportunity to watch the two talk and share some gems of wisdom, you feel blessed to have been let in the room (or Zoom) to hear it. It’s even better when that discussion is about leadership and what leadership needs to look like today to inspire greater staff loyalty, retention, and performance that elevates revenue for companies.
Social media has become a must for most businesses. Why are more brands than ever interested in engaging on social media? Because more than half of the world's total population now uses 3.96 billion people use social media today, accounting for roughly 51% of the global population. It means that more people now use social media than do not, and that number is growing. Almost 12 new signup for social media accounts every second. Perhaps because more people are working from home, we're seeing more interaction on social media. Clients want to do even more on social because they see a connection between increasing visibility, engagement, and sales.
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