Social Media PR: Enabling Two-Way Conversation

By Delia Mendoza

Social Media is full of people trying to sell you something. While promoting products on social media is fine in moderation, constantly touting them to your followers becomes tiresome. Your audience is there to support your brand, and they are essentially self-interested. What’s in it for them?237013-SocialNetworkCREATIVECOMMONS-1314023247-872-640x480

Building support involves facilitating two-way communication. Marketing expert Seth Godin, author of Tribes: We Want You to Lead Us, identifies social media followers as a tribe. Your tribe supports you and they want to be engaged.

More than ever, people are hungry for content. They want something to talk about and information to learn. Think like a content publisher.

Here are some tips on how to produce effective posts:

  • How-to/ Tips and Tricks: Your tribe is interested in the use of your product or the skills involved in your service. What skills or expertise can you share with them?
  • Behind the Scenes: Give your tribe a sneak peek at how your product or service is made. For example, if you are a musician or filmmaker, record a video of you in the studio. Give a play-by-play of what happens in the production process.
  • Contests and Giveaways: These create excitement for your tribe. Set up contests that involve your tribe sharing posts or answering questions. Offer your followers a free sample or preview of your project.
  • Questions: Enable two-way communication by eliciting responses from your audience. For example, ask how they use your product.
  • Sharing News and Media: Did you come across content that was interesting? Sharing links to news, videos, or pictures is great way to engage your tribe.

Audience engagement starts with effective content publishing. Your tribe will feel that it is receiving pertinent information instead of following you only as potential customers. An engaged audience is more likely to support, buy, read or perform a desired action. Mixing up your posts with interesting content builds loyalty, and in turn contributes to your followers making a purchase.

Happy Posting!


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