How to Build a Community, Not Just a Following.
How to Build a Community, Not Just a Following.
When you are on social media, it can be hard not to get caught up in the numbers. “How many likes did my post get?” “How did their post get so many likes?!” “How many followers do I have?”. Like many things that you see on social media, likes and followers are just vanity numbers if you don’t have the engagement to back it up.
If having the most likes or followers isn’t the point, then what is?
Being able to form real connections online to increase brand awareness and help drive long-term growth is!
One of the reasons that I started Socialish was because I saw so many business that didn’t understand that the original purpose of social media (building an online community) is still the key to being successful online.
The communities that have more engaged members will always outperform the ones with a large but unengaged following.
So let’s talk about it.
How can you shift your platform in a way that builds relationships, instead of just being a space that you post on?
1. Talk with your audience.
This one might sound obvious, but let’s keep in mind that we are not reinventing the wheel. We are simply reintroducing the basics that get overlooked.
Talking with your audience can be different than what you may be thinking.
Talking can include:
- Using polls and questions to invite feedback and start building a conversation.
- Replaying to comments and DMs quickly and authentically.
- Tagging and resharing content when your followers engage with you.
Having a good understanding of what type of open-ended questions, you can ask your target audience is a great idea, as you are more likely to get a conversation started that way.
2. Include storytelling in your content.
As humans, we like to relate to one another. We want our audience to be more than just informed by our content. We want them to feel something and want to be a part of the conversation.
Any type of content that shows real moments like behind-the-scenes content, life/business updates and even case studies is are great way to give your audience a “me too” moment.
Your brand will be more memorable if you give your audience something they can relate to.
3. Celebrate YOUR people!
When I was in school, one of the first things that they told us was that when you are starting something new, the first people you will tell are your friends and family. Then your friends and family tell others, and the ripple effect continues.
The same mentality applies to employees or team members. If you celebrate their achievements and make your work culture something they feel proud to share with their friends and family, you are then tapping into a whole new network of people.
When people want to be a part of your story, they are more likely to become advocates on and offline.
4. We want to be consistent, not perfect.
You don’t need to be posting and engaging daily on your social media accounts to build a community. But you do need to set a tone for how many times your audience can expect you to be active.
One of the first things when you are developing your social media strategy is deciding on a realistic schedule for you and the resources you have available.
If you are doing your own socials, chances are that you won’t have as much time as someone who has a dedicated role for social media.
Focus on quality and intention.
5. Offer value, not just a sale.
Don’t focus your content on selling. You want to provide value.
Value means something different to everyone. Value can be tips, insights, or even content that builds trust and cements your position in the community.
Anybody can grow a following, but building a community takes time and heart. You want your actions to be genuine to you and your business.
When you start showing up in a meaningful way, the rest will follow.