It’s a Two-Way Conversation: Why Engaging on Social Media is Important for Growth
Time is limited, and as a business owner wearing all of the hats means sometimes sacrificing time and energy to tasks that would normally not be under your job description. It’s difficult to juggle everything when all of the hats feel like they’re top priority.
Because of this, engagement on social media as a brand is often forgotten and dismissed, and understandably so! However, this is one of the most important pieces in positioning a business for growth and should be just as important as posting content on social media!
One-Way Conversations - Does Anyone Enjoy Them?
Let’s be honest, no one enjoys conversations that they feel unable to contribute to. These situations can leave people feeling unheard and disconnected.
In the same way, consumer engagement with no response can feel just as dismissive to the individual as the conversation is just as one-dimensional.
Why would the consumer want to interact with someone who doesn’t want to talk to them?
Creating Space for Connection
The audience being able to have continuous communication with a brand supports many aspects of business and it is absolutely necessary to build relationships with the consumer.
Think about it - the most trusted brands are those that open the conversation and allow others to contribute. Feedback is highly requested and often there are freebies associated with completing the questionnaire. When there are issues, brands are quick to respond about refunds or replacements.
Why? It builds trust.
If consumers who receive faulty products were unable to receive a replacement, or feedback was not heard with an open mind, how willing would most people be to support that brand? More than likely, profits would dip as most people won’t spend money somewhere they don’t trust will follow through.
This is why allowing room for connection is integral to expanding a business. Understand that perfection is a lofty goal, and likely one that won’t be reached. Communicating creates connection because there is a clear, mutual understanding. Connection is more powerful than perfection.
Beyond the Basics
Outreach and networking create a sturdy foundation for a brand to be built on. Without them, it is impossible to grow your business.
Creating those relationships can often feel like a daunting task. “Where do I even find these people?” Is often a question ringing through everyone’s mind.
Luckily, social media platforms are often free, easily accessible, and have a large number of users across the nation, and are even sometimes world-wide. Liking and commenting on other small businesses posts is one of the best ways to create those “tough-to-find” connections that are so beneficial to growth.
Using social media as a way to foster connections is an amazing way to gain reputability as a brand because not only does this allow business owners to converse with other business owners, but they are also able to interact with their clients and consumers.
Consumers interact with posts to show support a majority of the time, and often it feels as though a response is not needed, but over time the continuous dismissal of the connection will leave people looking for perfection.
Talking at your Audience VS. Engaging with Them
So, really, what makes the audience feel connected, engaged, and confident in your brand? What is it that shifts the consumer mindset from expecting perfection to seeking connection?
Ultimately, it comes down to the way a brand or business presents itself. If the business presents itself as if they are not aiming for connection, the default mindset is that they are looking for perfection.
Angle your content and engagement for connection. Talk to the audience as if they are a friend! Open up the conversation to allow the consumer to feel as though they are a part of it. If someone regularly likes, comments, or shares your brand's content, reach out and thank them! Let them know their support is seen and appreciated!
Without any response, over time the conversation can often feel one sided for the consumer and erode at the connection and trust built.
Key Takeaways
Engagement is just as important as posting content on social media. Ensure this is not being neglected as doing so can cause the consumer to feel dismissed and lose trust in the brand.
Connection is more powerful than perfection. Connecting with both your audience and other small businesses helps drive growth exponentially more than trying to create “The Perfect Brand”.
Lack of connection will put strain on brand trust and confidence. Ignoring a repeated bid for connection will always degrade the trust in a relationship. Make sure your brand is reaching out and looking for ways to connect and build relationships.
