Following somebody on social media requires the click of a button and very little forethought. So when people decide to follow your company online, it’s up to you to keep them engaged in the long run.
Whether you refer to them as a tribe, a flock, a pack or a herd, what your social media followers should really be is a community; a group of people who share a mutual interest in your company and its social media content. By targeting the right followers you can maximize audience engagement, turning the most passive of onlookers into your company’s biggest fans.
Keep Your Followers Wanting More
In order to secure the loyalty of your social media followers, you need to offer them something others don’t. You need to demonstrate how your brand is different and why it is in your audience’s best interests to engage with your content.
This means tapping into their frustrations. Where are the gaps in the market? Which type of products are people looking for? These are the sorts of questions you should always be asking, whether you are targeting existing followers or looking to attract new ones.
Don’t Be Shy
Your activity on social media should not be confined to your own social networks. On the contrary, participating in discussions elsewhere enables you to broaden your perspective as well as your audience. Joining groups and pages that relate to your brand is the best way of targeting people who are likely to connect with you in return.
As for your existing followers, invite their feedback. Use analytics to see what types of content are getting the most hits and start conversations to find out why others aren’t. Don’t be afraid of bad buzz; all interaction allows you to improve and is therefore more of a help than a hindrance in the long run.