Social media users want solutions, information, and entertainment. But too often, what they find are brands pitching products, shouting about services, and talking down to the very people they should be lifting up.
The problem is that many organizations still see social media purely as a selling tool — not as a place to build relationships with fans and followers.
To create authentic connections, brands have to be authentic. That means treating people as peers and not prospects. There’s no trick to being real — here are a few common-sense things to keep in mind as you engage on social media.
Avoid overly technical jargon or insider lingo that could alienate your audience. At the same time, steer clear of slang that might be misinterpreted. In other words, you can’t go wrong with clear, direct language.
Brevity is the source of wit — and both are good in social media. People remember and share content that makes them smile or chuckle. Simplify your message until it’s smart and snappy.
Attention spans are short. Social feeds are long. You get the idea.
The tone you use in social media should reflect your brand’s personality. And of course, it should align across every channel. There’s nothing wrong with taking a different tone for a different audience — just keep it consistent from group to group.
Adopting a human, relatable tone in your brand’s communications is simple, but it’s not always easy. It takes time, attention, and empathy to really learn about your audience and what they care about. Put yourself in their shoes. What messages would resonate with you? Would you stop scrolling long enough to like, share or even click through? If you’re not sure, then go back and rethink the message and the delivery.
The good news is that when you consistently offer relevant, useful, and entertaining content in a language that relates, your audience will reward you with likes, follows, and shares. Even better, they’ll start to associate your brand with all that goodness — and even look forward to your posts.
The team at MasonBaronet knows what can happen when you see your audience for who they are. Let us give you the insights and tools to find your people — and to speak to what matters to them.