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Meaningful Social Connections

Meaningful social content

It seems like more and more people these days are doing a “social media detox.”

Social media companies are even getting rid of something known as “vanity metrics.” Take Instagram, who hasn’t shown the likes on photos since 2019.

Social media can be an effective tool to establish trust with your customers. These are some ways you can create meaningful content on your platforms.

All of the social medias

Your business likely has a variety of social media accounts. If you ever wondered why you have and maintain so many, think about it as a service to your customer.

On the flip side, if all of your focus is on Twitter, but your customer base checks Facebook twice as much, you’re missing out on an opportunity to connect.

Knowing what social media platforms your customer base uses and frequents can help you to organize your social media schedule.

For loyal customers who connect more frequently, think email. If you’re communicating more frequently than that, consider creating a Slack channel to stay in touch.

Creating meaningful content

Creating meaningful content will help you to stand out of the crowd. If every post feels from the outside like just another way to complete a sale, you’re making your customer feel left out. The worst case scenario may even happen; they hit the “unfollow” button.

User generated content (content created by people using your platform) is a great way to create meaning. Start by encouraging your employees to post videos or photos on their social media, and share that on your company’s pages.

Stories are also a great way to experiment with what people do and don’t want to see. Consider posting stories that do well permanently, or revamping campaigns that aren’t getting much interaction.

The world of social is always changing, and so are your customers. Viewing social media as another touchpoint to communicate with your community will show in whatever content you decide to publish.

Inspiration for this post came from “Social Media’s Changing World” by Sommer Leigh published in the June 2020 issue of American Quilt Retailer.


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