Stop Measuring Reach, Start Measuring Connection
I’ll admit, when I initially created Elephant Ear, it was more of a content farm than anything else. We’d get to know your company, find out about your target audience, and churn out a predetermined set of blogs and social media posts. Everything is in line with your company culture and pleases the Google gods. Everything helps you gather a larger social following than you had before...but the finished product always winds up feeling a little stiff. That’s not to say there’s anything wrong with providing consistent content, but what does that really do for you?
There are many digital marketing firms that still operate by these principles. They’ll tell you that posting a fixed set of blogs each month with social posts to match is the best way to boost your search ranking. They’ll show you the numbers and inform you that posting at this time on that day will reach the widest audience and give you the most influence. They’re not wrong, and they can probably help you reach the coveted #1 spot in Google search and a larger social following than you thought possible. But again, what does that really do for you?
Here’s a secret: those metrics were created by marketers to make our job a little easier to explain. Numbers help turn social media from a magical catch-all for new followers into a tangible, valuable tool for small and large businesses alike. And while good numbers do indicate enhanced visibility, they don’t necessarily mean your fans are loyal or actively engaged in being your strongest promo team.
Stop Measuring Reach; Start Measuring Connection
To build an audience that’s as excited about your products or services as you are, you need to offer them something valuable. This could mean:
- A new idea to learn or a problem to solve
- A post that provides deep introspection and connection
- A photo they want to share with their friends
Sure, an article on how to mow your lawn more quickly is of value to someone following a mower supply store on Facebook, but is the content fresh and original? Does it position you as an expert or does it just show that you know how to click “Share?”
Instead, to provide your followers with the most value, we can apply some basic offline relationship principles to your online presence:
- Be real. Everyone gravitates to you when you’re being yourself. Show your followers that you’re staffed by real people. Post some pictures of your employees having fun. Present your own ideas about your industry standards. Show them what you’re excited about and they’re likely to share the sentiment.
- Be original. In the words of Martha Burgess, “Live up to your potential instead of imitating someone else’s.” Your followers want to see what you’re thinking about, not what you think about others’ work. And posting ideas is a great way to call for interaction through collaboration.
- Be personable. Imagine yourself as a party host and your social followers are the wallflower in the corner. If you’re hosting the bash of the century, they’re still likely to tell their friends they attended, but unless you take the time to talk to them, they probably won’t reach out again in the future. Don’t forget about the social part of social media. Respond to comments. Ask questions. Thank your fans for being your fans.
Providing value on social media can be difficult, but the first step is admitting that your social value needs a boost. Need a hand dialing in your social media campaign? Elephant Ear is here to help. Call 321-537-2649 to learn more today.