How to get people to actually listen to you on social media

On November 7, Time announced the epic “Four More Years” tweet sent from @BarackObama’s twitter account, which included a picture of the president and first lady sharing a heartfelt embrace, as the most popular tweet of all time.  The tweet went viral with hundreds of thousands of retweets and favorites, just twelve hours after Obama was re-elected as President.

The previous record tweet title was held by Justin Bieber. With excessive jabber in cyber space these days, how can anybody get heard? Now, it’s unlikely that your social media posts will enjoy the level of popularity as these public figures, but you certainly don’t need to be a White House resident or have a trendy chili-bowl haircut to make your voice known—it just takes a few key strategies to put your company out there.

  • Make it Count.

Be clever with your words.  If you can tweet or post something in under 140 characters, props to you.  Consumers do not have the time or attention span to read through several paragraphs. Make your posts short, sweet, and to the point.

  • Don’t overdo it.

On social media, there is such a thing as over-doing it. Feel free to share pictures of company events, post about new product launches and any upcoming news, but don’t clog your audiences’ feeds with unnecessary information.  Consumers will start ignoring you if they feel bombarded with information, and you might end up losing advocates.

  • Listen to your audience.

Have you ever been on a bad date where the person won’t stop talking about themself? It’s a huge turnoff and the same ‘it’s not all about me’ etiquette applies to social media interactions. A key part of B2B and B2C communication is two-way engagement.  If somebody asks you a question or tweets at you on a social media channel, respond in a timely manner.  If something negative or inaccurate is posted, apologize, offer a solution or clarify the discrepancy. Listening pays off, and you might end up actually learning something.

  • Analyze your results.

There is a plethora of social media analysis software out there—programs that analyze sentiment, activity, top influencers, engagement patterns and more so you can watch your progress and learn what it takes to get the better results in the future. By observing what works and what doesn’t work over a specific period of time, you can make your outreach better suited for your audience.

Patience, especially in the case of social media, is a virtue. Growing a following takes time, and you need to build trust and nurture relationships that you want to keep.

Good luck!

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About this contributor: Rachel Krasnow Rachel Krasnow is a Media Relations Specialist with Walker Sands. In this role, Rachel supports several B2B and technology client accounts. She brings to Walker Sands a diverse public relations background, having worked with nonprofit, corporate, consumer, healthcare, technology and cross-cultural clients.

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