Do you consider yourself a likeable person? What actually makes someone likeable? In my opinion, a likeable person is someone who is easygoing, light-tempered and kind. But what does it mean if someone considers your brand likeable? Organizations are currently working very hard to be “Liked” on Facebook. These “Likes” are directly relating to numerous brands increasing their sales. Even here at the TM Office we strive to get “Likes” on our Facebook page. While this can be a difficult process in the beginning, we are going to provide you with some pivotal advice on how to increase your likeability through your social media presence.
First and foremost, never stop monitoring your consumer’s social media tendencies. You need to be aware of what consumers are buzzing about relating to your brand. Also, monitor your competitors’ conversations with their consumers. This will help you to understand what people within your target market are talking about. You need to focus on listening to your consumers and not just spitting out all the information you want to express. That’s just perceived as selfish and spammy.
Next, you need to work on improving how EdgeRank will rank your Facebook posts on people’s news feeds. EdgeRank is Facebook’s algorithm which determines what information will appear first on users news feeds first. A good way to start improving this is to add photos and videos to your Facebook posts. These items will help to create “Likes” and comments on your brand’s Facebook page, which in turn increase the rank of your Facebook posts on your consumer’s news feeds.
Another good thing to remember is that you need to use non-traditional means to engage in conversations with your consumers. You need to actively monitor your social media pages and continue conversations with people commenting or asking questions. Social media needs to be used the same way as a conversation with a close friend. Back-and-fourth communication is vital to establishing favorable engagement with your consumers.
Next, you need to make sure you respond quickly to people who post negative content on your social media pages. 2011 is very different from how things were conducted a decade ago. Back then, if someone was calling to complain about your brand, you could just leave them on hold for hours on end. Well, those actions are easily avoidable now for the consumer with the emergence of social media pages. In today’s environment, people can slam your brand with negative comments, and if not responded to quickly enough, you will be dealing with the issue of a negative image being spread like wildfire throughout the Internet. One thing to always remember is the two most important words in social media…”I’m sorry.”
Don’t forget to engage with people leaving positive comments on your social media pages, too. These people are normally the biggest supporters of your brand. If your brand actively engages in conversation with these people, you’ll increase your chances of adding new customers to your brand base.
You need to be as genuine as possible to your audience. For example, which celebrity do you believe has the most fans on Facebook? Your first few guesses would probably be something along the lines of Brad Pitt, Kobe Bryant or Megan Fox. Well, you’d be wrong. Believe it or not, Vin Diesel has the most fans out of celebrities on Facebook. This is primarily related to the fact that Diesel includes photos, videos and stories about his family and personal life. He is being very authentic and engaging with his fans as a real person and not a product. These are the types of things your consumers will respect.
Another great thing to do is tell stories to your audience. In the past, you would have had to spend a ridiculous amount of money to tell a story through a 30 second TV advertisement. Use the advantages of social media pages! People are interested in stories about how your brand overcame a problem, the founding of your organization and even customer service examples from the past. You can tell these stories with social media through text, video and photographs.
Finally, don’t use your social media pages to sell products. It’s great to give consumers the ability to find an easy way to buy your products, but you don’t want to over sell your products on these pages. With social media, put yourself in the shoes of the consumer. Whenever you post something, think to yourself “would I hit the ‘Like’ button on Facebook if I wasn’t an employee here?” Once you think outside of the normal marketing box, you’ll be on the right track to social media success.