Using social platforms for business is not about competitively gaining a band of random followers to be seen as successful, but to create a network of qualified customers that are as eager as you to see your brand succeed. Humanise your social content to create relationships, not sales. Create relationships first and the sales will come.
How do you know your customers are as eager as you? Your qualified network of clients are the foundation of success in social. This is the customers that are constantly interacting with your content and sharing their eagerness with potential new customers. Who are these people? Generally they are past buyers who have used your services and had an experience so great that they are more than happy to thank you by interacting with your content. Little do they know they are unsuspectingly helping you gain new business by socially sharing their own personal story, encouraging their own social network to engage in your services. This is a low key, very effective referral system that can be effortlessly implemented via social channels, especially Facebook.
These relationships need to be constantly nurtured. Make it a priority to respond to their eagerness simply through social language ... 'like' or even better, 'love' their comments or shares. This is the language of social and by acknowledging their engagement, you are nurturing your relationship with this customer. This then forms the basis of repeat business from them and reinforces that your business is where they should go to solve their next problem. Make the decision easy for them.
People will not always remember what you do for them, but they will always remember how you made them FEEL. I can't quite remember where I first heard this saying, but it is the foundation on which I have built my customer service strategy. By keeping this philosophy at the front of your mind when creating engaging content, you can nearly never go wrong.
Creative Director | Designer