The web is littered with advice about how to set up a Twitter or Facebook page; and what to talk about when you’ve done it. Companies of all sizes are building fans, friend and follower numbers as consumers become comfortable with following them on social media.

At this point some businesses aren’t sure what do. Others start building a vanilla relationship by posting links to articles, blog posts and promotions, and answering the odd question. But how do companies take advantage of these new found ‘friends’ in order to build meaningful lasting relationships with them?

Here are our top 5 tips

1. The Follow-up. It’s one thing asking questions and provoking discussions. But to help real engagement you need to follow up on the advice or comments you receive. That means going back to your followers on a subsequent date to either re-open the discussion, post a link to new relevant content that you’ve found, or tell them how a situation has changed. You need to make them feel like they’re the only other person in the room.

2. Lift the lid on what you do. Companies often hide under a corporate sheen, a glossy veneer that represents their brand. But customers want to see the reality beneath the surface, so let them in by revealing mini-facts about yourself or your department. That might be that you are going out for a drink after work; that you just attended a meeting about something; or you could even post a few product photos whilst they’re still in development.

3. Find new ways to interact with your customers. If you’re having a conversation with them on Twitter, suggest you take it to a discussion room on Facebook. If they have a website, then post a comment on one of their blog posts. If they represent a company then try creating a connection on LinkedIn. Search and see if they have a presence on social bookmarking sites and follow their links there. You won’t have the time to do this with all the people you interact with, but those you do choose will appreciate the effort you’re going to.

4. Consider video. All the stuff we’re talking about above – and almost all social media- is about the written word, with the odd image thrown in. In this crowded space a social media response on video on YouTube really stands out. This might take the form of a new instructional walk through that helps the user or answers their questions. Or it might be you responding to their questions by just talking to camera – you literally cannot get more personal than that. Or you might be able to find an ‘expert’ in your company to give a valued video response. The user would really feel that their interaction with your business had been taken seriously.

It’s obviously not practical to respond to everyone personally with a video, but those that do will feel special. And others listening in to your conversation will see the close attention you’re paying to the social media channel.

5. Consider taking the conversation offline. Nothing will surprise your followers more than a letter or a phone call as a consequence of their interaction and it will redouble the likelihood of a recommendation or endorsement from them, even if the whole interaction originated with a complaint.

That’s it

Interacting with your fans and followers on social media is about more than simply posting links to interesting content, or your own offers. Try out these new ideas in order to turn your social media into a channel where you properly engage, deepening the relationship to a more meaningful level.

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