So many social media campaigns operate with the flawed notion that people will flock to your pages just because they want to connect with your brand for the heck of it. It is as if your branding, logo and advertising copy will attract followers like a magnetic force, much like moths to a lightbulb.
Well, guess what? Chances are, if people aren’t already wearing your brand on their shirt or placing a sticker of your logo on their car, then they probably don’t really care about following you just for the heck of it. This doesn’t mean you can’t attract a loyal fanbase through social media channels; it just means that you’re going to have to work for it.
Wait a minute, did you just say work? I thought social media was supposed to be easy! If you’re looking for a loyal fanbase to support your brand, you’ll have to do one thing and do it extremely well. Get in the habit of providing a value incentive. Yes, that’s it. Simply offer something that your potential fans and followers want, be it insight on a certain subject, advice, financial incentives, chances to win, games to play, people to connect with and so on. To keep from repeating yourself, use a variety of media to accomplish this, including text, video, audio, photos and more.
If you provide some type of valuable content on a daily basis, you’ll give people a definitive reason for wanting to connect with your brand. To keep them coming back and to make your brand even more social, engage with your fans and followers as much as possible.
Remember, social media is not a one-way street; it is an ongoing conversation. So provide valuable content to attract a crowd and then engage that crowd as often and as naturally as possible. If you can do these things with disciplined consistency, you’ll be well on your way to leveraging the full potential of social media for your brand.