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How to manage your social media and make people fall in love with your brand. Make people’s confidence in your business grow!

Por Rocklynn Valerio | Translator at Socialtools.me

how to: managing social media

Are you really communicating what’s interesting to the people who you’re trying to capture? Basically, have you created something that can truly help them? How do you relate with these people?

Managing social media carries the enormous responsibility of attracting clients and potential clients by interacting with them. The first step is to put yourself in the shoes of the people you’re trying to win over.

This means working with EMPATHY. Beautiful words… even more beautiful when encouraging an action. By doing this you’ll be able to generate strategies for your social networks with the set goal of creating and building relationships with other people.

Although it doesn’t seem so at first glance, all this is related to the following question: are you really being “social” while managing your social media? We have loads of secrets to share with you!!

Three essential keys to successfully managing social media

Educate, entertain and participate.

So simple, yet so difficult at the same time. These are the three main keys to successfully managing your social media networks.

Suppose you’re going to a party where you don’t have anything to gain, but the party is for a close friend’s birthday. You sit at a table where you don’t know any of the people around you. Hours pass and you’re still here in the same exact spot without having spoken to anyone. Some try to engage you, but neither your demeanor nor words create any enthusiasm for the others to try.

managing social media minion gif

The result: the party ends and you had a horrible time.

Let’s eliminate some of the details out of this situation: the people wanting to join your communities are hoping that the experience will bring them some type of benefit. What happens if what they find isn’t what they were really hoping for? For example, if you talk about how marvelous you are or how great your products and services are, then it won’t go well for you.

We have some bad news: no one cares about you, sorry. People only care about themselves. They want you to help them, they are looking for some type of benefit, not advertisements.

A lot of companies fall into this error. And it’s very important you have this point clear in your mind when managing social media. Why? Because this is all really about being “social”. Understanding that you have to relate by offering them what they’re looking for: answering their questions and consults, teaching them something, entertaining themMake it seem like your brand or business always has them in mind, knows them in and out and wants to help them.

The biggest mistake: wanting to attract the entire world

In order to manage social media, you always have to revise your market objective and who your ideal client is. We also referred to this in the previous post. Including Social Media in any digital marketing strategy is vital.

You can’t want to win over the entire world. The truth is, you’re looking to attract people to your communities before even having defined their profile.

This doesn’t only include the famous “segmentation strategies” but also what you learn from your project (business, brand, small company, etc.) advancing.

Market objective and the ideal client are not the same thing. The first is limited to the group of people who need what you’re offering, thus demonstrating a larger predisposition to buying your products and contracting your services. The ideal client is the person who values your work, brand, services. They recommend you and are easy to satisfy. They are the perfect client with whom you’d love to work. Your job will be to attract and connect with people like this!

managing social media client profile

Source: Emprenderalia

3 keys tips for successfully managing social media (before we get to the concept of emotional “branding”)

1.- Answer the comments and consults you get on Facebook Chat

Well duh! Surely you don’t like to be left unanswered either!

Whatever the comment left on your Facebook page may be, you must respond.

In order to give good answers, it’s necessary to take the appropriate amount of time reading each comment and figuring out what each person is trying to say. We once again turn to EMPATHY, so very fundamental when managing social media.

Don’t forget about consults through private message! For this, the time factor is vital to people feeling more confident in your business/brand/product. The maximum response time is 48 hours. You can also create a custom tab which will allow you to more easily manage and classify consults you receive on Facebook.

2.- Share other content in addition to your own

Are you only talking about your brand or business? Do all your publications include links to your own content? We made a small reference to this at the beginning of this article. Sharing content from other social channels will always be beneficial to you and your followers.

If you think this information is valuable, then don’t hesitate to share it.

3.- Find your brand’s individual voice

Managing social media also implies setting a communication style you’ll use with your audience: your voice and tone.

However, voice and tone aren’t the same thing. This is something very important to understand. Think about a brand you know that has a very defined communication style. Surely many brands come to mind. This is what you have to achieve in order to truly connect with your public.

  • Voice refers to very general adjectives: professional or positive for example.
  • Tone refers to how you express yourself in each exchange you have with people following you on social networks.

You must have one voice, but many tones depending on the situation.

Take a look at these examples:

  1. “If you want your brand to be successful on social networks, you should change the way in which you manage them”
  2. “You must work on the emotional connection with your clients and potential clients so that your brand is successful on social networks”
  3. “Thy way in which you manage your social networks is making you lose clients. It’s time for you to start changing your strategy. Don’t be too late!”

Which of these sentences is best? You’ve probably already figured out that three different tones were used to say the exact same thing.

Tone is essential for attracting and retaining your audience. People need to feel close to your brand or business. This way they won’t easily forget it!

managing social media omg gif

Tip: Apply a tone in your profile’s presentation section (like your biography or about section). Make people want to know more about your brand or business.

At last, tips on emotional branding

As we all know, numerous psychological aspects are quite influential when interacting on social networksHernando Lodos, graphic designer and ex professor of Design and Communication at Palermo University published an article on “The Emotional Side of Brands”. And we had to mention it here because the emotional component is a key part to your audience interacting with your publications.

Taking sources like “Emotional Branding” by Marc Gobe and “The book of brand” by Wally Ollins, the specialist gathers a series of very interesting concepts to use for managing social media based on emotions.

  • Price and quality aren’t important for setting yourself apart from the competition. People don’t only buy a product, but rather everything that goes along with it.

The brand becomes an integral experience that makes us feel part of a particular group.

You always have to be working from this approach on social networks. And never forget that the brand is not just an element of the business, the brand is the business.

  • The need of honest brand dialogue. Apart from brand identity and image, brand dialogue exists; which is “all it has to tell us: who they are and what their aspirations are”. This dialogue has to be honest, leaving out messages that are far from reality.

There has to be a coherency between what is said and what is done. Don’t exaggerate with promises nor be too optimistic about the future (except about what could happen in the short-term). The coherency of “branding” depends upon whether clients are confident in a brand or not.

  • Branding is the process through which a brand’s identity is communicated. The brand’s physical environment, communication and behavior add up to the product’s value. The communication aspect includes the way in which social networks are managed.

For example, Volvo has one of the strongest personalities in the automotive industry. Since its founding it has been known for its high quality (products for the needs of northern climates). What are their identifying brand values? Security, Quality, Design and Environmental Responsibility. And this is reflected in all their communicative pieces from their website to social networks.

managing social media Volvo website

Volvo Website

managing social media volvo facebook

Screenshot of Volvo’s Facebook

This means, like Hernando Lodos says: “Brands that have no emotional link with consumers will fail”. This includes the way in which you manage your social media networks. Everything you’ve seen here will help you improve this aspect and increase your clients and potential clients’ confidence in your brand or business.

We truly hope that this article was in some way helpful. How are you managing social media nowadays? What are the frequent problems associated with this? Tell us! Maybe we can all help one another!

And before we go, here’s a series of articles that’ll surely interest you:

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