There are a million ways to use social media to engage an audience, but reading all those articles with titles like “26 Tips…,” “15 Surefire Ways…” and “7 Things You Must Do…” can make your head spin. So this post focuses on but one simple principle for curating engaging social media content: Since even those with the most minimal social media involvement typically know about Facebook, this principle is called the “Do I like it when people do this on Facebook?” test.
It works like this: With every Instagram photo, Tweet, blog post – or, yes, Facebook update – that you even think about using to promote your agency, you first ask yourself, “Do I like it when people do this on Facebook?” If the answer is an immediate and enthusiastic “Yes,” then go forward. If it’s “No – or even, “Hmmm, it depends,” just forget it. It’s honestly that easy. Because it’s a pretty safe bet that if something is generally appealing – or maddening – on Facebook, it will be equally so to the social media following that you’re trying to cultivate for your business.
Here are some simple examples of how this might affect what you do – or don’t – post as part of your company’s social media campaign.
Do I like it when people post brief but helpful, original tips that might make my life easier?
Do I like it when people try to scare me into doing something by predicting gloom and doom if I don’t?
Do I like it when people post photos that make them seem real, positive and friendly?
Do I like it when people try to shame me into doing something?
Do I like it when people make me laugh by saying something interesting and unexpected?
Do I like it when people post photos and/or text just to brag about their accomplishments and experiences?
Do I like it when people post photos or text on my page or tag me to show that they really understand my likes and dislikes?
Do I like it when people write posts so long that I have to click … to see the whole thing?
Do I like it when people wish me happy birthday (even though I know that Facebook had to remind them)?
Do I like it when people pretend to engage with me but then quickly try to sell me the new wrinkle cream or energy drink they’re hawking?
By now, you should get the idea. And that idea probably tells you a couple of basic things about how your business can best engage with the audience:
Get to know them. Think and care about their likes, needs, interests. For example, if you sell insurance to entrepreneurs, do your research, ask questions and find out what matters most to them. Then create or curate content that is accordingly relevant and timely.
Use text and visuals that help and entertain. Don’t scare, bash, belabor, bore or brag. Even posts about all the right topics can be all wrong if your tone and approach go awry.
Use social media that will make people say, “I like it when….” Keep them engaged by making them feel good.
To gain more insight into social media tactics that will engage your insurance prospects, contact the marketing experts at AgenciesOnline. We’ll work with you to develop a social media platform that will enlighten and intrigue your market.