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Stop Acting Like a Brand on Social Media

Article by
Cassie Conklin
Social Media Manager
Young & Laramore
Placeholder Image Cassie new

If you’re a digital marketer, chances are you have a constant voice in your head that sounds something like…

reach, reach, reach

ROI, ROI, ROI

conversions, conversions, conversions.

But what if that voice in your head was saying…

sentiment, sentiment, sentiment

engagement, engagement, engagement

connection, connection, connection

….instead?

Just like you, your customers are spending a lot of time on social media. In fact, on average, we’ll spend 5 years and 4 months of our lives on social media. That’s more time than we’ll spend eating and drinking. And while spending money to get your content in front of social users will definitely quiet the “reach, ROI and conversions” voice, it’s not helping you to build a meaningful, trusting relationship with your customers that will lead them to come back time and time again. This is where organic social comes in.

Organic social is the content you’re feeding your audience on a daily basis. It’s the fluffy stuff, the feel-good content. If your brand was a walking, talking person what would she post? What does she know most about? Is she funny? Inspirational? Serious? Why are people drawn to follow her? Organic social is meant to create an opportunity for you to connect with your followers on a personal level. It’s two-way communication. It’s your chance to talk with them rather than at them.

According to Sprout Social, posts that entertain, inspire or teach are most likely to be engaged with. Which category makes most sense for your brand? Start there. Build your content strategy around fulfilling that want for your followers, and potential followers.

(Source: Sprout Social Index 2019)

Speaking of potential followers, 29% of Internet users say they use social as a way to research and find new products they’re interested in. In this case, they’re not finding you through a paid ad, they’re coming directly to the organic content you’re putting out there by searching for you or your product. So, what will they find when they land on your profile? A feed sporadically updated with sales messages? Or a wealth of utter-relatable content that makes them feel connected to your brand, leads them to hit that follow button and maybe, just maybe, click on that paid ad next time it’s served to them?

So if your social media following and engagement isn’t meeting your expectations, maybe it’s time to take a look at what your content is really saying. Stop pushing users away by filling their timelines with promotions and give them content they can relate to. Throw your current content calendar out the window and start over today. The sooner you start relating to your fans through smart organic content, the sooner you’ll see an increase in…

sentiment, sentiment, sentiment

engagement, engagement, engagement

connection, connection, connection.

Which will then lead to an increase in…

reach, reach, reach

ROI, ROI, ROI

conversions, conversions, conversions.

Cassie Conklin, Social Media Manager at Y&L