One
of Robert Cialdini’s famous six principles of persuasion states
that people are more likely to buy from people they like.
It’s
one thing to get more likes, more followers,
and boost engagement—the
question is how do you get people to genuinely like you on social media? Here
are four tactics that work.
01. Be human (genuine)
It’s easier for people to identify with
brands when they can put a face to it. According to the
International Journal of Research in Marketing, consumer-brand
relationships developed on social media are best fueled by being “more human.”
So how do you show off the
human side of your brand? Try using the person’s name. “A person’s name is to
him or her the sweetest and most important sound in any language” says Dale
Carnegie in his renowned book, ‘How to Win
Friends and Influence People.’
This can be easily translated on social media.
You can also add more
personality to your channels by signing social media posts with your name or
initials as customer support teams often do.
Besides using names, you
should also use conversational language. Authentic brands don’t talk like
robots—they laugh, joke, and get frustrated like real people. Ditch the
auto-reply, canned messages, and jargon.
Slack does this
exceptionally well when they communication bug fixes and platform updates.
Instead of making software development sound overly technical, Slack makes
updates fun, inviting, and understandable—even to the less
technically-inclined.
02. Be helpful
If you want to win friends and influence people, Carnegie
recommends expressing genuine interest in them.
What’s more genuine than
being invested in your audience’s needs rather than your own? Be helpful
instead of overly self-promotional. Make it about your audience and not just
about you and people will take notice.
You
can do this by sharing useful content with your audience. Whether it is created
in-house or curated from an
external source, helpful content will establish your brand as a
valuable resource and showcase your expertise in the industry.
03. If you
make a mistake, own up to it
Social media moves fast
and people expect your business to keep up. In fact, 72 percent of people who
complain on Twitter expect a
response within an hour.
So before a customer
service problem gets out of hand, address it, and move on. If you let it linger
there’s a chance the situation will get worse, which is what happened with
United Airlines.
Regarding the incident of
an overbooked flight, United Airlines’ staggered range of apologies turned into
a major PR headache.
Social media users deemed the brand’s response as too slow and unapologetic.
The second you mess up,
the clock starts ticking. People will post about the mishap, offended users
will call you out, and others will share the mistake and unfollow you.
So
make sure you respond right away. Even if you’re not yet sure what happened,
acknowledge that you’re aware of the issue and are looking into it. For more on
this is check out our post, How to Come Back
From a Social Media Fail.
04. Make a
good first impression
Your profile picture,
header image, and bio will be the first thing people see when they look you up
on social media.
You want your profile to
look like the kind of person a prospective customer would buy from. In the same
way you’d meet a client in-person, a friendly and professional-looking social
media profile can instill a sense of goodwill and trust towards your brand.
So, make sure your profile
is looking spiffy. You can do this by getting rid of any poor quality
photos—ensuring that you’ve got an on-brand header image. And don’t forget to
include a helpful blurb about your brand.
Being genuinely likable
online is important. When people follow you, they’re giving your business the
green light to appear amongst posts from their friends and families. That’s a
position that you must continually prove you’re worthy of.
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