As a Social Media Marketing consultant, one of the most frequent questions I get asked by potential clients is “How can I grow the amount of fans and followers I have?” Here’s what I tell them:
My best advice is for business leaders to realize that when it comes to social media, traditional marketing objectives do not necessarily apply. For example, rate of response on social media messages cannot be expected to be the same as a direct mail campaign. In traditional marketing, a response rate that is considered successful falls somewhere between a 1-2%. The good news is that your response rate may actually be greater with social media marketing. Craft your social media message correctly, and your reach can far exceed conventional expectations. Think double or triple, especially if you know some tricks of the trade (and that’s where hiring an experienced Social Media Marketer can make all the difference).
However, if you don’t apply the right focus to your social media efforts, your rate of return will take a big ‘ole flop. The goal with social media should not solely be “How many followers can I gain?” or “How quickly can I increase my fan base?” Campaign measurements tied to time could be fruitless, because in the online world, attention spans are extremely short and trending topics change quickly. Likewise, monitoring success by numbers of fans can be just as trivial because not every fan you reach will instantly convert into a quality business lead. They can, but they don’t always. So business folks need to adjust their expectations. It’s not all about the numbers of fans or followers you have. It’s about how engaged they are. If they aren’t engaged, your followers will quickly unfollow, and you can count on those fan numbers to start plummeting. That point on the balance where posts go from being just words to the moment where they become soaring, meaningful communications is the sweet spot: when your marketing evolves into brand management. And brand management is what all solid social media goals should be centered around.
So how do you create messaging that keeps your users engaged AND simultaneously fortifies your brand? Here’s where I get all Oprah on you: be your authentic self. The most successful online marketing campaigns are those that carry the voice of their business owners and leaders. They are the messages that communicate the core values of your business, thereby strengthening relationships with your customers. Construct your social media feeds so that they match the image that you want to create for your brand. I purposefully use the word “construct” here, because you need to put thought and energy to the impression you are building. If you don’t have the time or the initiative to build that plan yourself, it may make sense for you to call in the professionals.
When deciding how much of your resources to commit to social media, consider the value of developing relationships with your customers. Don’t set out thinking “I have all these followers, when will buy from me?” That’s a relationship that takes. Instead think, “I have all these followers, what can I provide that is of value to them?” Really hone in on what it is that you are trying to give, not take. And once you figure that out, choose a talking style (notice I didn’t say a “writing style”) that is markedly unique. Customers want you to walk-the-walk and talk-the-talk. Whether you’re a small business that is trying to grow or a large corporation focused on retention, my best advice is to be your brand. Don’t just be a reporter relaying the news. Keep that news interesting, relevant and – most of all – sincere.
I caution you here because you also cannot ONLY be what your customers want. In the one-way world of typed communication, that conveys as phony. You have to speak to your social media feed as if you were speaking with your customer in person, right to their faces. Think about what you would say to them. Show them with your words how you would move them from product presentation to product ownership. It’s a sales technique, yes, but it won’t be successful unless you are truthful and genuine about what you have to offer. For many businesses, what you have to offer above your competition is personal attention. So give freely of that one-on-one attention via your social messaging. Be driven by what drives you. What do you love about your product? What makes you different? Say it earnestly and people will respond. Your social media spectators will turn into customers. If you’re going to use online marketing as a tool, this is how you generate true organic growth.
Tina Roper is a Social Media and Communications Consultant, and curator of a Handmade and Vintage shop on etsy. Follow her on Twitter @ItsTrulyTina.


















