Being authentic on social media
No matter what your personal opinions are, when it comes to social media, if you’re a business owner, you can’t afford to miss out on the wealth of opportunities social media has with regards to bringing new customers to your door.
Don’t believe me? Here’s some food for thought…
The number of social media users worldwide in 2019 is 3.484 billion, up 9% year-on-year (source: Smart sight.)
Let that sink in and now let me ask you this, do you think that figure will reduce anytime soon or in the future?
My answer is of course no, which is why my advice to any business owner not taking social media seriously would be that now’s the time to start.
I know, it’s easy for me to say that. I use social media as a part of my role on a daily basis, but to help you out, I’ve created a run-down of the 3 things you need to start thinking about to get you started on your social media journey.
Your social media voice
After coming to a conclusion about the above, another area of focus is thinking about your brands tone of voice on social media.
To help business owners think about their brand voice, Stephanie Schwab of Crackerjack Marketing produced the following four-part formula focusing on character/persona, tone, language and purpose.
Each area can help business owners get an idea of how to assert their brand online, to communicate with customers and create multiple types of content, that will engage their online audience on a consistent basis.
The one way you can begin to connect with online audiences is to focus on your target market and how your product or services align with their values.
It’s important to realise that creating social media content is not about relaying information about the features and benefits of your products.
It’s about knowing how you can make a difference to your customers, by having them at the heart of your content and giving them the information they need to make a decision.
Your potential customers are looking to engage and find information online, so the best thing you can do is provide solutions to their problem(s) throughout your content.
You can do this by creating posts with:
👉 Attention grabbing headlines
👉 Using creative and engaging images and videos
👉 Link to interesting content on your website e.g. blog
👉 Using humorous content
👉 Using statistics
👉 Creating helpful content e.g. how to guides
👉 Running giveaways and competitions
👉 Asking questions and using polls
👉 Creating stories within your posts e.g. human- interest stories about customers you’ve helped, your company culture and stories from staff.
Examples of great content:
Using all of the above in a timely and planned fashion will give you the opportunity to find multiple ways to connect and engage with potential customers and gain insight from responses.
The thing with social media nowadays (and marketing for that matter), is that it depends heavily on brands being authentic and transparent about who they are and what they do.
Stackla reports that ’86 percent of consumers say authenticity is important when deciding what brands they like and support.’
What does that tell you?
Your potential customers are looking for brands who appeal to their sense of morality. This includes being open and transparent about what your business is and isn’t.
Now, some business owners can become guarded when it comes to being open, but the way individuals you are looking to connect with see it is, if you can’t be transparent then you may have something to hide.
If you do have something to hide, how long can you afford to keep whatever it is that seems worthy of secrecy a secret?
I ask this, not to instil fear, but to get you thinking about the bigger picture.
Being authentic doesn’t mean losing profits, it simply means having a firm idea of what your brand stands for, owning that fact and being aware enough to consider who your brand may not appeal to.
Authenticity in the midst of a crisis. Your reaction matters.
KFC social media crisis response
After the popular restaurant ran out of chicken at 870 UK & Ireland restaurants after a mammoth delivery mishap with their newly contracted delivery company, the chain created advertisements and took to social media to deal with and manage the crisis with humour and grace.
Their responses garnered praise from fans who thanked them for being transparent about the situation and remaining accountable throughout.
See KFC’s content in the slider below:
What do you think of how KFC managed their response, will you be taking a leaf out of their books?
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