As enticing as the saying is, “If you build it, they will come,” we all know that just because we build a social media presence, people don’t magically start knocking down our door.
Instead, we need to encourage people to come to our social pages and once they’re there, we have to create enough value for them to hang around. And through these repeated exchanges, casual users can become regular visitors as well as valuable leads.
As part of your social media marketing plan, Michelle deHaaff suggests that companies examine social media and online assets to see what they can leverage for full social media engagement. She identifies seven key assets: location, people, stories, images, video, audio and words to help us think about engaging more fully.
#2: Brand Message
Ethan Lyon suggests that users want to identify with a brand. He offers Nike’s identity as an example, “Customers buy Nike because the brand gives them the confidence to succeed—much like an effective coach.” What is your brand message? What should users know about you? Can they tell that from what you’re posting?
#3: Compelling Messages
Use compelling messages throughout your communications. Craft messages that users can relate to and won’t be able to resist. These are generally the messages that speak like real people and not marketing spin.
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