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How empathy + connection = engagement on your social media accounts (review)

How you behave during next month’s holiday parties should guide what you post to social media in the new year.

You won’t show up at parties looking to put the squeeze on co-workers, friends and neighbours. You won’t pressure them into renting your family cottage on Airbnb, hiring your kids for summer jobs or signing up for HelloFresh meal kits so you can get the referral discount. You won’t demand that party-goers take out their phones and follow your Instagram, Facebook, Twitter and LinkedIn accounts. You won’t corner anyone in the kitchen for an hour-long humblebrag and the opportunity to bask in your brilliance. And as soon as you get home, you won’t be firing off the first in a never-ending and unrelenting series of daily emails pressuring them into doing business with you.

Instead, you’ll strike up conversations during the parties that are free of a sales pitch. You’ll be genuinely interested in what people have to say and you’ll work hard to be just as interesting and entertaining. You’ll listen more than you talk and when you talk, it will be more about them and less about you.

Please take the exact same approach with your social media accounts for your business or organization.

social media brand“Social media is a cocktail party full of folks and your brand’s success depends on being the one person at the party everyone wants to talk to,” says Claire Diaz-Ortiz, one of Twitter’s first employees and author of Social Media Success for Every Brand.

“A successful social media strategy isn’t about convincing Mark Cuban to retweet you, ‘going viral’, or pushing your product down people’s throats. Instead, the goal of social media for any brand should be to pique existing and potential followers’ interest enough to get them to further engage by moving up something I call the engagement ladder.”

At the top of the ladder is where we make our first purchase and then become loyal customers. Social media should steer us to the lower rungs where we first get to know, like and trust you.

So how do you pique our interest on social media and get us reaching for the first rung on your engagement ladder? Diaz-Ortiz recommends following the 80/20 rule. With 80 per cent of your posts to social media, give us value-added content you’ve created or curated that’s free of hard and soft sells.

Diaz-Ortiz also advises against chasing after new followers. Focus instead on driving up engagement among your existing followers. “What most brands do not understand is that the success of your reach on social media is far less dependent on new follower growth than it is on how engaged your existing followers are with your product or service.”

You drive that engagement by combining empathy with connection. “In a world of perfectly-filtered selfies and instant gratification on every post, it’s easy to think that social media is about you. Newsflash: your brand is not the hero. Your customer is. It is important to make your story about your audience and to always seek ways to increase empathy and connection along the way, rather than constantly post about your own awesomeness (hello cocktail party dude everyone hates).”

To generate the empathy your followers crave, tell great stories where your customers are the hero. Be wildly useful and share content that helps solve their problem. And ask your followers questions and solicit their advice.

By now, every entrepreneur, small business and organization is on social media. Few of us do it well and we’re asking the wrong questions, says Diaz-Ortiz. Fortunately, she knows both the right questions and answers. Her book will make your social media accounts the life of the party.

I’ve reviewed business books for the Hamilton Spectator since 1999. By day, I serve as  communications manager with McMaster University’s Faculty of Science and call Hamilton, Ontario home.