It used to be that a business could build an audience on social media by simply placing icons on its website with the call-to-action: “Follow us!”
In the early days of social media, this was totally acceptable because, back then, consumers were intrigued by the idea of businesses using social media. They thought it was cool, forward-thinking and different that businesses and consumers could interact outside of the traditional business-consumer marketplace. And by and large, it was.
Today, most every business is using social media, and as such, consumers no longer view it as cool, forward-thinking or different. In fact, it’s quite the opposite.
Today’s consumers don’t really care if your business is using social media because — like most every business — you’re probably using it to self-promote, not to socialize. And no one wants a sales pitch on social media.
If you’re asking people to connect with your business on social media, today’s consumers want to know: What’s in it for me? What value am I getting from following you on Twitter or joining your Telegram group? How will it benefit me one way or another?
This is why Zumba is one of my favorite brands on social media (even though I’ve never taken and don’t plan to take a Zumba class).
The company doesn’t rely on their reputation as a recognizable brand, presuming that people will follow them on social media just because it’s Zumba. They tell you exactly what you’re going to get from each of their social media accounts (scroll down to the bottom of this page to see what I mean), and then they deliver on that promise.
That’s precisely why they’ve built a massive social media following — by focusing on content that serves their audience, not themselves.
Now put your business in Zumba’s place. What are you doing to grow and serve your social media audiences? Are you genuinely socializing, or are you really just self-promoting? Why should people care that your business is on social media? What’s in it for them?
Remember: It’s not what your customers can do for you, it’s what you can do for your customers.
Based in Tel Aviv, Josh is the Head of Marketing & Operations for BlockGroup.
