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Effective social media participation starts with the right mindset.
However we look at our social media channels is how we’ll participate on them.
If we think of them as traditional marketing channels – like billboards, TV commercials and newspaper ads – we will post things that are in line with those channels. That’s when we end up posting things like this:
“Our innovative product is now 12 percent off. Click here NOW to get this unbelievable deal. LINK. ”
Does anyone click on these? Sure.
Have I bought things off social media? Yes.
There’s a place and time to share some of your deals from time to time.
If we think of social media as a networking/getting acquainted tool, we will talk differently and will hardly ever actively sell on it. But that doesn’t mean we don’t make sales on social media.
A Trappe Digital client and I had this discussion:
“Think of it like you are at a dinner party. Would you even talk to somebody who is constantly selling his or her services?” I asked.
“Of course not. I’d tune them out.”
“The same is true for social media. We tune brands out that only sell. We listen to the brands that offer interesting and compelling information. At some point we might buy from them – if they are selling something.”
“I follow that same concept offline, ” she replied. “I don’t start a conversation by selling. I start it by connecting.”
Social media is most powerful when we use it the way it’s been intended and in line with the way people use it: To connect with friends, others with similar interests and to share relevant and compelling information with each other.
Once we think of social media channels the right way, our social media participation will become more relevant for us and our followers, and is more likely to pay off in the long run.