This blog post has come from a conversation on Twitter this evening about how businesses can alienate their online community – which is made of customers, potential customers, previous customers, peers, networkers, facilitators and people who can spread the word about you and your work. So it’s worth having a read below, to see if you’re doing any of this, as it’s all really easy to remedy.
1. Putting your content on Twitter and Facebook at the same time, on the same day, using exactly the same words on each platform.
Your audience is articulate, interesting, witty and smart – just like you are. So why would you insult your audience by putting the same content out to them at the same time, on different channels? How disrespectful and unvaluing (is that a word??) is it if we don’t acknowledge that someone has enough of a brain to know when you are pushing the same content at them just via different vehicles?
2. Neglecting to make your content available to all of your online audience at some point.
This is the converse of item 1 and yes, I do know what I’m writing here ;)
Whilst you do need to leave a gap – and the length of that gap could be 3 days, 3 weeks or 3 months, before putting an article / powerful quote / position on something out there again – it’s good practise to re use your content periodically.
When we are running social media training, we take one piece of content and show the client all the different ways they can re purpose it – without offending, alienating or insulting your audience.By leaving a gap, introducing the content from a different perspective or highlighting the comments on the content, you’re able to give your audience the opportunity to discover your content at different times, in different ways and for them to be able to use it if it works for them.With regards to the latter – highlighting the comments on something – it’s actually a great way to show your audience that you have an online community who hangs off your every word / that has an opinion / that has moved a conversation on with debate or insight!
3. Only putting content out there about yourself – your products, your services and testimonials.
Me, me, me – yada yada yada. How quickly do we turn off in a conversation where someone is talking about themselves constantly?
It’s a fine line, I know, because we’re all out there on social media, representing our businesses – wanting to get sales, to network and to take our audience on to the next step of our product funnels. And we want to feel we are getting the most out of what we are doing. But what I’ve found, is that although I have a Weston Communications twitter account, people actually follow me on my personal twitter account – @TheLizWeston instead. They want to hear me – talking about the highs and lows of running businesses and of the things I’m juggling domestically as well as the business and social media related stuff. It’s just the way it is.
70% of the time, you can be talking about what’s happening in the market as a whole – that businesses are going under because of the increase in the price of cotton, of new technologies that will actually make your bum appear to have shrunk by TWO SIZES when you wear a certain pair of pants, of the celebs and who is wearing what, the statistics on how many bra’s women own – and how many they wear on a regular basis.
20% of the time, you could talk about the ranges you stock that celebs are wearing, that are popular at the moment / really do make your bum look smaller / boobs look amazing / and how you’ve loved the feedback you’ve had on your Facebook page and blog about the new range you took a chance on stocking.
And finally, 10% of the time, you can be yodelling to all and sundry that you’ve got one pair of magic pants left in a size 10 and that they are on sale for just £20 instead of £30 because you can’t bear the thought of someone’s bum not benefitting from them.