Winning new customers on social media can be difficult; if ever there was a platform that suffers from information overload, its social media. Think of the reams of Tweets that pour out when a major event takes place, or the amount of status updates that are published on a daily basis on Facebook. Getting attention and earning trust in an environment where your content is swept away almost as quickly as it is published is extremely difficult.
Winning new customers and keeping them on social media, I’d argue, is even harder. Loyal customers are defined by their affection towards you, and a simple like or follow isn’t necessarily indicative of this. No, to gain real benefits from your following, you need to earn their loyalty and affection rather than having them see a couple of your posts, get bored and then move on to the next brand.
This was a distinction I once struggled with. As a relative newcomer to social media marketing (I found my first job in the industry in 2012), I still consider myself a relative novice and would have once considered gaining a like or follow as a ‘done deal’; it’s not. In fact, it’s the beginning of a long relationship. And, like any relationship, you need to frequently check your behaviour to make sure you’re keeping the other half on-side.
So, inspired by Mitt’s previous post on ‘11 Ways to Stop Bleeding Social Media Followers‘, I’ve come up with four more things to think about when trying to win the undying loyalty of new followers…