Take a look at how many fans your company has on its social platforms. Now, look at how many of those fans are active and how they interact with your brand. Some fans are supportive and gregarious; others, more critical.
ReachLocal researched the most popular types of social media fans then created the following infographic. It discusses such social media fan types as...
The casual liker. He likes your social media posts, and he wants his friends to see them as recommendations. The best way to reach this fan is to "develop creative and engaging posts about new or popular products or services, and ask these fans to share them," according to ReachLocal.
The deal seeker. He focuses on value over loyalty any day. Social media helps him keep abreast of the latest deals, and he goes where the savings are. To reach this fan, you'll need to "offer deals, promotions, and fan-appreciation specials to get more shares and new business," the infographic advises.
The ranter. She definitely has a strong opinion, and she's NOT AFRAID TO VOICE IT. This person may be a customer. Or not. The best way to handle her is coolly. "Avoid fueling conversations that aren't related to your business," ReachLocal says.
What other types of social media fans exist? Check out the following infographic for more profiles and suggestions for reaching those fans:
COMMENTARY: In a blog post dated June 2, 2013, I listed the best ways to engage with your social media audience.
As there is no one-size-fits-all approach to social media, every business or organization should work from an approach that fits their situation. They should use social media platforms that align with their goals and purposes.
That said, it’s all about sharing quality content – Regardless of where you are sharing it with your audience. Here is a list to consider as a place to begin…9 Ways To Engage Your Audience With Social Media
Lead with a question, a prompt. Get your fans and followers excited to tell you what is on their mind. This works on any platform. Make them easy to answer, and strive to provoke emotion.
Your goal is to generate likes, comments and shares. The message travels further with shares. The more enticing the topic, the more it will be shared. Be delicious!
Example: If your brand is a party supply store, ask your fans what color plates and napkins they would use to serve a fresh, frosted carrot cake to Paula Deen.
2. Focus On The Fan
People like to talk about themselves and what they think or want. Give them the lead – Let them tell you how they fit in the picture! Start with:
- Your choice
- You decide
- Yes or no
- Caption This!
- Fill in the blank
You might also share that you are working on a project and inquire what type of resource would help them.
This is a great way to learn about your audience, discover how you can solve their pain-points, and even plan for future posts or campaigns.
Not all graphics are infographics, and not all infographics trigger engagement. Your key here is providing value.
Questions to ask before offering to your followers: Will it help them solve a problem? Will it help them look good if they share it with their friends?
If you can answer, “yes” to those questions, then share it with your audience. You might ask them how they fit in with the graphic presentation.
4. Photos And Photo Albums
People like to peek. Offering photos lets your audience feel like they are receiving exclusive content and a special – and even more intimate – view of something. Especially with albums – Feature premium items and events related with your brand. Be colorful!
Talking Facebook - Photos receive high priority and generate more interaction than other types of posts. Albums see increased engagement.
Use your own images whenever possible. If using others’, always check to see if permission is granted to use it first, and give attribution.
5. Audio & Video
Your goal here is to be customized and exclusive. Let your audience see something they have not seen before. Offering a peek into a private or rare setting is always attractive. Or, let them listen to your voice, sharing a message only for them.
This type of media offers the ability to share infinitely via public link or intimately via private link. Some mobile apps to help you:
Of course preparing video of a more public nature that can be stored in YouTube or Vimeo gives content a longer shelf-life and can be shared multiple times. Keep in mind that YouTube is owned by Google, and is the second largest search engine.
6. Mainstream Public Figures
It’s been said that all one has to do is post a photo or talk about Kim Kardashian, and people flock. The same for Justin Bieber, Lady Gaga and others.
If you can find a way to relate very popular public figures with your brand – do it! Not every day. Once in awhile.
Examples: If you sell hats, see which celebrity your fans think looks best in your new design. If you are promoting a beauty salon, feature a mainstream-er that really likes a product you use or service you offer.
Who doesn’t like a little inspiration from time to time?
Find out what authors and public figures are meaningful to your audience, and what trends seem to move them. Then, offer quotes that support those ideals.
Quotes get a surprisingly high level of engagement when you consider all post types possible. Text is fine. Graphic quotes are more and more popular. If you can relate the visual image with your brand - even better!
8. Contents & Sweepstakes
Big reasons why fans choose to fan or follow a brand online is for exclusive discounts or specials, and for cool prizes. Popular ways to go:
- Enter to win (photo or video contests)
- Pin it to win it (Pinterest)
- Like to enter (Facebook)
Should you choose to engage fans with a contest or sweepstakes promotion, you should have a complete strategy, or you will just encourage a “hop in and hop out” for the prize. Having a plan for how you will engage fans and followers once the promotion is over is essential.
Popular Contest and Sweepstakes Tools:
Each will have different features and fee structures, as well as style of connecting to your social platforms.
This is for the experienced social media marketer. As noted above, multiple steps can be confusing. You want to present steps that connect easily, in bite-size pieces.
Here, you may be inviting your email contacts to your social networks. Or, tweeting to your followers to join you on Facebook.
Even more interesting: Taking your Facebook fan to an exact YouTube video that requires them to make yet another step. Some also call this trans-media.
The more opportunities you have to touch clients, the more they will engage with you, and the more effective the results from the relationship.
It’s not about you, it’s about them. At every opportunity, put the spotlight on your fans. Use language that requires an answer or action. Prompt with a call-to-action that is clear and concise.
Multiple steps tend to confuse. Confused minds do not make decisions, do not engage. Again, your goal is to get your audience to share your content so your message travels through social channels.
So what are some of the best ways to keep your social media audience engaged with your brand?
Courtesy of an article dated June 18, 2013 appearing in MarketingProfs