This is the state where your social media following is more powerful than just your pure number of followers because your engagement and trust levels are much higher than average. We think this is the key to both gaining value from social media and setting the right conditions for business growth. So how do you get it?
A UK-based study found that over half of people now don't have full trust in a brand until they see “real-world proof” that the organisation is keeping to its promises. To build this sort of relationship with customers and prospects, you have got to demonstrate the human side of your brand. The ability to create a real connection is one of the key benefits of social media when done right. Introducing your followers to the people who make up your company and showcasing how existing customers are using and benefiting from your products in an authentic way, is critical. But it also isn't enough!
Beyond authenticity, here are our top 3 tips for social media use, if you, like us, want to supercharge your "social loyalty":
Start by learning about (and specifically finding out how you can help) your followers. This will involve identifying them clearly as fellow marketeers, prospective business partners, or prospective clients; then understanding what they might want from their interactions with you.
Beyond the one-to-one relationships, work out how you can add value to relevant groups (or hashtag themes) and your various follower bases, by collaborating with other social media account users. If you are not using social socially, you probably aren't using it to its full potential. Broadcasting is never enough.
Consider it as a sharing, learning and teaching platform first, and sales platform second (if at all). Only ask people to buy or do you a favour when you have already helped them or have exchanged enough interactions to know they can really benefit from your offer.
If you would like more detailed and specific advice on how to develop your social loyalty, or any other expert business guidance, please get in touch using the contact details below. We are ready to help.
Robbie Duncanson and the Pendleton team!