1. Connectivity
If you aren’t connected to your consumers, and conversely they are not connected to you, then social media success is impossible.
Whether you have customer service chat available on your website, a support forum, commenting enabled on the company blog or even a company presence on Twitter, you must have a connecting point for your customers to find you. Social media is about conversations. Conversations cannot be had if you’re nowhere to be found.
Being connected doesn’t just mean you throw up a form on your website, though. It means you have a person or persons monitoring conversations about your brand online, answering questions, even if the questions weren’t posed directly to them.
2. Generosity
If you’ve read anything about social media on- or offline, you’ve probably heard the phrase, “Give to Get.”
Online social media is an almost identical environment to a social gathering offline. People gravitate to individuals, groups or conversations they feel they can get the most out of. By providing something of value to your customers, or potential customers, in your online activities, you earn trust. The more trust you earn, the more influence you’ll have.
Those relationships, over time, will equal a much higher return on investment than one-off, one-time customers.3. Honesty
If what you’re doing in social media is building relationships, you can’t build them without honesty.
If your product is made with a lesser material than your competitor’s, don’t hide it. Either get better material or find a positive reason it’s made that way (e.g., it’s cheaper, thus saves consumers money).
If the company makes a mistake and has to recall a product, simply say, “We made a mistake. We’re very sorry.” As long as you mean it, people will believe you.
And you don’t have to suddenly treat confidential company information with open records policies, either. The public is a lot smarter than you think. When sensitive information is in question, simply say, “I’m sorry. That’s information we don’t talk about outside the company for competitive reasons.” That answer is honest. “No comment?” Not so much.
4. Personality
If you had to boil successful communication in the social media realm down to an essence, it would be to be human. Consumers flocked to social networking sites and blogs to get away from one-way blasted marketing messages hurled at them all day.
To put it simply, people want to talk to another human being when making buying decisions, discussing products and services and discovering new products and services. You cannot have a conversation with a logo, a building or a company. You have conversations with human beings.
5. Imagination
Social media is much like a social event. But after a while, social events or conversations with the same groups of people become stale and predictable. The conversations that last are those where at least one person always has something new to say, a never-ending stream of stories or jokes.
Approach your planning as if you’re the person who will keep the life in the party. Develop an editorial calendar for website or blog content and brainstorm a contest, promotion or game for customers and fans to engage with on a monthly or quarterly basis. Remember that you’re building relationships, but, like dating or even marriage, you have to be creative to keep the relationship fresh and invigorating.
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