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As a business you need to add social media value with every social network you choose for your brand. When choosing a social network you should first think about what it could provide for you from a social viewpoint and an SEO aspect. Never just join a social network without thinking about what kind of value it would provide for your business.
With that said, ROI is very important for businesses and many want it to end with a sale. However, before a sale happens majority of people will vet their prospects, especially when they already know what they are looking for and they will turn to the Internet to be their ally in helping them save money, and find friendly businesses that sell the product(s) they are in search of finding.
This is why you need to increase your social media value by not only thinking of your business’s ROI but that of your social audience, they too have their own ROI. After all, they are investing their time and efforts on their personal social accounts and will want quality in return for the actions they take upon your social investments.
Your audience take their social accounts personally; this needs to be a part of your thought process when posting on your business social profiles. Is what you post as a business going to be worthy enough of an action for your audience to want their friends and family to see their association with your business?
Since both parties (social connectors and businesses) invest time, effort and in some instances, money, the two need to collide to increase social media value and ROI for both, even though the ROI’s are different, both are in need of satisfaction.
So how can personal social accounts work in the favor of a business without decreasing social media value and quality?
Your result will be dependent on a strong social strategy that caters to the personal side of social media while still tailoring to your business’s purpose for social media. It is what I like to call the “T.H.E” strategy.
Tell a Story
Humanize Your Brand Products
Tell a Story:
With the assistance of creative writing and quality large images, you can turn a static image into an associated memory, or your cleverness can simply bring an image to life.
Example: You have an image of a Dodge Ram Truck
Creative Title: “The weather outside is frightful, but you have guts, glory and a Ram. So go ahead, let it snow.”
This example uses a play on words of a well-known Christmas song “Let it Snow” and the slogan for Ram Trucks. The combination touches on familiarity to many memories associated with the song and hits the core audience of a potential Ram owner’s attitude; one that is strong, determined and will not be stopped.
The story is envisioning a snowy day that a Ram owner will dominate with an added warm touch of a familiar Holiday song that evokes emotion.
You have now tapped into the psychology of a Ram owner, and now seen by a Ram lover, you just increased the likeliness of your social account to receive a social action, improving your social media value.
Humanize Your Brand:
One positive way to humanize your business is by tapping into your local community. Use it to your advantage by sharing facts, events, architecture and history. There is so much information already available to you within your own backyard.
Using tips and best practices about your Industry or products help you become a resource to people and humanizes your business as being useful to a social connector.
As stated earlier, you need an ROI when it comes to Social Media. You can increase the ultimate end result, which is that of a sale by adding links that direct towards your website. This must be done carefully.
Example: Health and Beauty business offers a service for Laser Hair Removal.
Grab an image of “Cousin IT” from the Addams Family. Upload it first, before adding a link.
Creative Title: “If only “Cousin IT” knew about Laser Hair Removal…” [Link to website]
In this example, not only are you touching on a service you provide, but showing some personality, thus humanizing your brand and increasing your social media value by providing a link to the service. This too can lead to a sale straight from social media.
This is a trickier aspect of social media to not come across spammy or invasive. Using emotion can help you avoid being perceived in a negative way.
Example: Ford Vehicle
Creative Titling: “We See That Sparkle in Your Eye.” [Add image of front facing Ford vehicle with lights on.]
Tying in a look of a vehicle with a personable title that matches can evoke a happy feeling, even creating a smile. This short example can imply a bond or create one between your brand and the social connector.
A more in-depth example could combine a link from your website that can evoke an emotion for the social connector.
Example: 2013 Volkswagen Beetle Cabriolet
Creative Writing: “Your days are spent amongst the buzzing of the city life trying to find a parking spot. Come night, you are ready to kick back and look up at the stars, feel the summer breeze upon your face with the ambiance of crickets humming as the soundtrack of your night.
“Have the best of both worlds, with a compact 2013 Volkswagen Beetle Cabriolet that will squeeze you into the perfect parking spot by day and serve you at the feet of Mother Nature by night.” [Image first then link to Inventory of a 2013 Volkswagen Beetle Cabriolet on website]
This example provides you with enough personalized context that will have your social audience envisioning themselves as the owner of THAT 2013 Volkswagen Beetle Cabriolet. It will have them feeling like they will be less stressed and emphasizes on feeling more empowered by the vehicle. The link to your website will seem less invasive since you are helping them use their own imagination and they will appreciate that as it evokes a positive warm emotion.
If you have been paying close attention you will notice that each example provided includes all three of the “T.H.E” strategy, most creative writing does.
Each example provides social media value for your business and for your social connectors, while still providing relevant, likable content that will appease your existing social connectors and entice new actions and people to engage with your social accounts.
Your goal is to find the balance for your online audience by targeting people creatively with relatable content that too serves your business’s bottom line. Increase website traffic and foot traffic by tweaking your strategy to be better for your potential buyers.
Up your creativity and incorporate your products cleverly and carefully. You will increase your social media value by thinking of who you are targeting and by thinking of how you can connect them with your products and brand by catering to their needs first.
+Erin Ryan is a writer for various Social Media & Tech blogs and currently works within the Social Media Industry. Erin has a keen understanding of the power of Social Media for business and fervently stays up-to-date