Here’s why building genuine connections with your audience should be your north star on social media:
- Quality Over Quantity: Viral content often prioritizes shock value or fleeting amusement over lasting value. By focusing on connecting with your target audience, you create content that resonates with them on a deeper level, building trust and loyalty.
- Know Your People: Viral content casts a wide net, attracting a broad audience that might not be relevant to your brand. When you connect with your audience, you tailor your content to their specific needs and interests, fostering a community of engaged followers who are more likely to become customers.
- Building Relationships Takes Time: Virality is fleeting, here today and gone tomorrow. Building relationships requires consistent effort and a two-way street. By responding to DMs, comments, participating in conversations, and genuinely engaging with your audience, you create a foundation for long-term success. And it’s okay if it takes a while.
- Control Your Narrative: Viral content is often unpredictable. While it might bring positive attention, it can also backfire spectacularly. By focusing on connection, you control the message, ensuring your brand voice and values are consistently communicated.
- Measurable Growth: The “like” count on a viral post or a following in the tens of thousandsnmight look impressive, but it doesn’t translate to real results. When you connect with your audience, you can track meaningful metrics like website traffic, lead generation, and customer conversions. This is the secret sauce.
So, how do you build connections on social media?
- Be authentic: Let your brand personality shine through. People connect with real voices and real opinions. It’s also good to remember that you can’t please everyone, especially on social media, so stay true to you and your brand values.
- Offer value: Share informative content, industry insights, or helpful tips that make your audience’s lives easier. Give the people value!
- Be responsive: Engage with comments and questions promptly. Show your audience you care about their feedback. Our team of social managers are pros at community management and often times, this is an easy place to begin delegating your social needs.
- Humanize your brand: Go behind the scenes, share stories, and participate in relevant conversations.
- Partner with similar accounts: Encourage engagement and interaction with your brand by partnering with other creators or businesses in your field. This could look like collaborative posts, a live discussion, or an enticing giveaway.
And for the record, when we do see viral moments happen for our clients, they come when we least expect them and usually on a video that is not heavily produced or over-thought. The magic of connection often lies in the most organic moments.
By prioritizing connection over virality, you build a loyal social media following that’s invested in your brand for the long haul. Remember, social media is a marathon, not a sprint. Focus on building genuine connections, and watch your brand thrive online.
Ready to build meaningful connections and achieve real results on social media? MDM would love to be your partner on full or partial social media management. Click here to set up a 15-min brainstorm session and see how we can help you develop your social media strategy.