How to BE AMAZING On All Social Networks

Find out the key elements for marketing, branding, and customer engagement on social network with this easy-to-read book that is full of insights and real life examples!

Summarized by Hayden Voon, Managing Director of White Forest Suites.

Book: Likeable Social Media Author: Dave Kerpen

Tip 1: Social media is a channel for Engagement instead of a broadcasting channel.

Since it is a 2 way engagement channel, therefore, it involves 50% listening and 50% speaking. The meaning of “LISTEN” on social media is always pay attention to the comments and response given by the social media users. It can be responses to your posts or to other users’ posts which is relevant to your field of businesses.

The reason of listening being the utmost important action in social media is because it makes your customers feel good when they are being acknowledged. Besides, paying attention to your customers activities on social media gives you better understanding of how your customers use your product, it is the ultimate surveying and focus tool for you to understand your customers’ satisfactions.

Businesses that do not listen, their reputation tends to go bad. The reason is customers’ do not like the feeling of being ignored, especially when it comes to their interests’ in using your product. Consequently, they will switch to other products where their companies will pay more attention in acknowledging their customers’ interests.

Tip 2: Think Like Your Customers

Keeping the general rule in mind, which is social media as an engagement media when managing your social media profile, you should always think like your customer. Many marketers fail to do so when the only thing they care about is spamming their advertisements all over social media but not standing in the shoes of customers.

Customers want to be acknowledged when they have certain interests in your posts, but they do not want to be disturbed when they are having their alone time browsing through social media for entertainment and relaxation. They do not want unwanted advertisements to be bombarded in their face when they are watching videos or reading posts.

So how to advertise without making your prospects feel annoyed? Always make sure to advertise useful contents only. Useful contents are contents that have valuable information and not those frivolous posts to remind you of their products or services only. When advertising on social media, make sure to ask 2 questions: 1. Will the recipients of the ads/message find it of value, or annoyed? ; 2. Would I want to receive this message as a consumer? The rationale is that if you yourself do not find the content to be valuable or interesting, how would you expect your prospects to view your contents?

Tip 3: 'Mindshare'

Another important feature of social media is that it allows you to create “Mindshare”. Mindshare happens when you relate an ongoing online trend in your social campaign. For example, when Uncle Roger, the social icon for reviewing Asian foods cooked by westerners was a big hit, Mr. DIY and IKEA advertised their wok and pans featuring the famous slogan used by Uncle Roger, “wok hei” to gain Mindshare of the public. Mindshare is really important as it gets your prospects talking and it allows you to be involved in their ongoing conversations.

If the message on their News Feed is all about your brand and people don’t find that message interesting or relevant, no mindshare, they won’t see it. Even if message isn’t about your brand at all, if it's being commented on and liked, your Facebook Page will still be seen by your fans and it will garner attention from others.

Tip 4: Create Values for Your Audience

In property sector, “Location, location and location” is the caption used and emphasized on when choosing the best property. However, in social media contents, the magical words are “Values, values and values”.

Likes and followers on social media will give better results than repeatedly broadcasting to attract immediate sales in the long run. The rationale is the likes and followers will eventually turn into your subscriber and repeat purchase. To gain more likes and followers on social media, there must be a reason in your content to attract your prospects to pay attention to you. And the very reason is values. Do not just tell people to like you, let them know what the benefits are if they liked your page. Surround your customers with the VALUE and you will convert customers into fans.

The top 5 factors a social media user like your page are: 1) To interact with the brand 2) To feel more connected with the brand 3) Because one of their friends did 4) To get “freebies” 5) To be a loyal customer and show support

Tip 5: Practise the DND Rule

Bad comments are unavoidable when managing a social media page. It is very common to have haters who love spoiling your page with bad comments. We cannot control the behaviour of the public in social media because even a kid can post negative comments and there is no control for it. Therefore, the solution here is to EMBRACE IT.

There is a general rule in managing social media pages called the DND rule which stands for Do-Not-Delete Rule. There are a few exceptions where you can delete comments, only when, the material posted is profane, obscene, personal and private information. The reason deleting comments is not a wise act in social media because it is like reading comment card in front of the customer and ripping the card in his face. It is the ultimate “screw-you”. And this might cause public backlash where the hater will take it to next level where they posts on every social media possible to bring you down.

So, you might be thinking to just ignore the comments and move on, right? No! Because not responding is actually a response! It is like putting a caller on hold and never get back while thousands of people are watching. It gives an impression of the company does not care for its customers. So there best way to deal with such bad comments is to reply as soon as possible publicly and take the matter privately. Tag the person and apologize and send the person a private message to resolve the issue.

Example: “I am sorry @Hayden if you have an issue. Please see the private message we sent you to resolve the matter.”

Even acknowledging the issue and telling the user that we will resolve it within a time frame is good enough.

Example: “I am sorry @Hayden we will look into that and reply you within 72 hours.” It is important to acknowledge the user by tagging him because he will feel being listened and he feels good. In summary, reply PUBLICLY first and private message second, so that other users see our company actually cares and private message second, so that to avoid back-and forth discussion being pressured by the public. Dealing with bad comments with heart can be a good way to promote your social media page and brand too because it shows the public how you react to crisis in a proper and genuine manner.