Don't Forget the Conversation

Remain human. To me, that’s one of the golden rules of social media. Too often, I see posts by individuals, companies, or organizations that are one-sided efforts to push their message. Even when it’s a company with a product, there’s still an individual or group that is behind the company—and it’s important to let that human element come through.

It’s never a good sign when you visit a company's Facebook profile or Twitter and there is zero interaction. I was looking at a businesses' Facebook page just the other day and noticed there was a decent amount of posts by individuals on a company’s page. Some were questions ranging from "What are your hours?" to "I love your store." Not one of these had a reply of any kind. Not even a like to acknowledge the post.

The individual behind the business's Facebook page had to see the posts when they logged on—the little red notification would have alerted him or her. It's also worth noting the individual behind the page has been posting daily about what's new in the store and the latest sale. So why wasn't anyone responding?

One theory based on their post history is that the individual is too focused on pushing the business. Nine out of ten posts were related to the product—and that’s bad etiquette. Every company has a product or service. Not every company shares their story and interacts with their audience. Too often, a company focuses too much on converting their audience into customers and not enough on the conversation.

So remember—it’s all about remaining human. No one likes to be ignored. It's sometimes impossible to respond to every interaction, but an effort to acknowledge the interactions should be made. This is how you truly build a following. And not just a following, but a following that cares about your offering.

Breaking Bad Habits of Consistent Content

It’s very easy to get stuck in a rut when it comes to quality content. After days of trying to come up with fresh, creative content, your Tweets all start to sound the same. Your op-ed pieces drone on with the same syntax, spouting the same company lines that have engrained themselves into your writing. Your Facebook page…it’s boring. So what do you when you want to participate in the conversation, but are tired of what you’ve been saying?

1.       Get back to your roots.

What excites you about your organization? Maybe it’s a specific event or activity—maybe it’s the personalities in your workplace. Whatever it is, highlight that. Don’t be afraid to show a little personality and human element, especially in the informal world of social media. Share your office tunes, the menu of a lunch outing—sprinkle in a little something fun.

2.       Look at your work from a different angle (literally.)

To give your photos some varied perspective, get some shots from unique vantage points. Get down on the floor, go close up, or frame the picture in an interesting, artful way. Example: Say your subject matter is bakery items. Instead of taking a picture of 12 cupcakes sitting on a counter under florescent lights, take one cupcake, pair it with a hot beverage, nice place settings, and photograph it in natural lighting. Make it look inviting.

3.       Don’t always sell.

We all have lots of great information to share about our businesses—but even when it comes to writing—sometimes you’ve got to let others shine. Highlight your partners and supporters, and promote the fantastic work they do when you’ve got a moment in the limelight. Retweet a special event they’ve got coming up. Be a good resource to your followers and your community. It really goes a long way for both of you.

Don’t beat yourself up over always having something fresh to say. Make your words count, both online and in print. Don’t post for posting’s sake. And remember the three H’s: be helpful, humble, and honest.

The Importance of Good Copy

One of the things I love most about social media is the way it stimulates our senses in a very powerful way. For example, I recently saw a photo of a new dish being served at a local restaurant—it was colorful, the ingredients looked fresh, and it was a unique offering in comparison to the other menus I had seen around town. It sounded really, really good. And while it was only 2 o'clock in the afternoon, that photo had already decided what I'd be having for dinner that night. A few seconds spent composing a good photo resulted in a sale, if not more than one, for that restaurant.

One of the things I love most about copywriting is the power of words. Take this paragraph, for example (since we're on the topic of food).

“I had been looking forward to this pizza all week—not just because it was a good pizza, but because it was a part of that 'home' feeling. The smell that greets you as you step in the door, the sounds, the familiar faces. I bit in to the first bite and the tomato sauce, warm cheese, and crispy crust made for the perfect mixture of textures and flavor. There was something special about the hint of garlic and oregano and that perfect temperature that had been making my mouth water in anticipation for days beforehand.”

Social media and copywriting share one main goal: tell a story. Storytelling is one of my favorite things to do—and not just to showcase a product, but to explain the why behind what drives businesses and organizations to do what they do each day. Maybe it's to make that perfect piece of pizza. Maybe it's to provide a service. But behind what's provided—there are people. People with stories to be shared. And that's one of the main reasons why I started Lumen. What's your story?