With so many different brands using social media to reach out to customers, it can be difficult to stand out.
Some businesses try to use contests, videos, and other special promotions to interact with customers. But those promotions alone can’t make or break your social media presence.
According to Foursquare co-founder Dennis Crowley, there’s one very simple aspect of social media campaigns that are most likely to make customers take notice – authenticity.
When brands interact with customers on social media, it’s really easy for customers to tell the difference between social media authenticity and companies that are just trying way too hard. Crowley said to Inc:
“It’s really clear when you’re trying too hard and being really inauthentic. There are a lot of brands that don’t do it that well, and it’s a little bit like watching a train wreck as they try to be authentic, funny, and witty.”
That doesn’t mean that brands shouldn’t be deliberate about the style and tone of their social media posts. In fact, Crowley said that Foursquare found a lot of early social media success by using a playful, flirty tone in its posts. But to make sure that tone comes across as authentic, social media managers need to be able to comfortably interact with customers in a variety of situations.
Of course, running a business social media account doesn’t just mean scheduling posts with links to products or blog posts. To use it effectively, you also need to respond to customer questions and get involved in conversations about your industry. So social media managers have to be able to easily represent your brand and the tone you want to convey without trying too hard and seeming inauthentic.
So if you’re trying to use humor in your social media campaigns, the person running your social media needs to be comfortable coming up with jokes and responding to customers in that tone. If that isn’t the case, another style might be more suitable for your company.
There’s no clear-cut way to ensure social media authenticity to every single customer. But to improve your odds, you should chose a tone that really matches with your brand image, stay consistent with your interactions, and actually talk to customers person-to-person.
If you engage in conversations and do so in a comfortable way, they’re more likely to connect with your brand and maybe even do some promoting on your behalf.
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