Quality over Quantity: Finding a Balance in your Social Media Engagement

As the congestion of brands on social media has become more and more prevalent, some content online has become diluted in the search for large amounts of engagement. We completely understand the urge to constantly post is a difficult hurdle to overcome in the steps towards effective community interaction, but developing a consistent tone of voice and quality of posts can have a seismic effect on public perception of a brand’s online presence. That’s where we’ll come in.

Develop your tone

We’ve all met them; the robotic types with useless information and an overbearing persona, leaving the whole room gazing out the window minutes into a conversation. Fundamentally, is online interaction any different? Forgetting to develop an interesting but concise tone is a big mistake too many brands make and can easily alienate a large chunk of an audience. However, in an ocean of trite, mundane and crowded interactions, there’s space for you to stick out like an iceberg by using a unique and authentic style and tone.

Develop your tone

We’ve all met them; the robotic types with useless information and an overbearing persona, leaving the whole room gazing out the window minutes into a conversation. Fundamentally, is online interaction any different? Forgetting to develop an interesting but concise tone is a big mistake too many brands make and can easily alienate a large chunk of an audience. However, in an ocean of trite, mundane and crowded interactions, there’s space for you to stick out like an iceberg by using a unique and authentic style and tone.

Instagram

Take Instagram, the most popular (and our favourite) influencer marketing platform and one that, if you’re not operating on it already, you need to jump onto now. According to Mediakix, 89% of marketers confirm that it’s the most critical platform for influencer marketing, with a follower growth of 9-16% in the first half of 2019 and a jump in active US marketers from 69.2% to 73.2% in 2019, which doesn’t show any signs of slowing down. 

Instagram

Take Instagram, the most popular (and our favourite) influencer marketing platform and one that, if you’re not operating on it already, you need to jump onto now. According to Mediakix, 89% of marketers confirm that it’s the most critical platform for influencer marketing, with a follower growth of 9-16% in the first half of 2019 and a jump in active US marketers from 69.2% to 73.2% in 2019, which doesn’t show any signs of slowing down. 

Give your community what they want

But with this huge population, a disconnect inevitably surfaces. 61% of social media managers are culpable for assuming consumers want to learn something from their posts, while 58% think their community is looking for a story. Lack of thought and a true understanding of how to engage can be seen when stats reveal that 60% want information on products and 72% want information on sales, as opposed to unnecessary baggage that comes with following some brands. Conclusion? If the kid’s in the sweet shop, give him the sweets.

Give your community what they want

But with this huge population, a disconnect inevitably surfaces. 61% of social media managers are culpable for assuming consumers want to learn something from their posts, while 58% think their community is looking for a story. Lack of thought and a true understanding of how to engage can be seen when stats reveal that 60% want information on products and 72% want information on sales, as opposed to unnecessary baggage that comes with following some brands. Conclusion? If the kid’s in the sweet shop, give him the sweets.

Get to know your audience

So, what IS the best way to go about community management, we hear you ask? It sounds simple, but concentrate on brands that you engage with on your own social media and be alert to the larger amount of posts you naturally gloss over. Get to know your audience without focusing or worrying about hitting follower or interaction counts. Quality is always better than quantity and forming solid foundations for a community will always help drive more sales than a massive sea of bored, uninterested followers.

Get to know your audience

So, what IS the best way to go about community management, we hear you ask? It sounds simple, but concentrate on brands that you engage with on your own social media and be alert to the larger amount of posts you naturally gloss over. Get to know your audience without focusing or worrying about hitting follower or interaction counts. Quality is always better than quantity and forming solid foundations for a community will always help drive more sales than a massive sea of bored, uninterested followers.

Build trust

Obviously, these issues are a few in many when deciphering key mistakes in community management. Another of these many errors is overcoming the infamous lack of trust in big brands. With 86% of Americans stating that transparency is more important than ever, the answer to this big question is be simple: an authentic tone and persona. Who wants to interact, in any area of life, with a soulless bore? Keep things transparent, engage in interactions that create a sense of fulfilment and, at least for us, don’t act like an emotionless robot . Ultimately, engagement equals success.

Of course, ‘quality over quantity’ is a cliche, but in the world of community management it’s not adhered to nearly enough. Capture that frustration we all feel when you see another brand mindlessly conveying messages that fail to strike any resonance, so you can lift your engagement to the next level.

Build trust

Obviously, these issues are a few in many when deciphering key mistakes in community management. Another of these many errors is overcoming the infamous lack of trust in big brands. With 86% of Americans stating that transparency is more important than ever, the answer to this big question is be simple: an authentic tone and persona. Who wants to interact, in any area of life, with a soulless bore? Keep things transparent, engage in interactions that create a sense of fulfilment and, at least for us, don’t act like an emotionless robot . Ultimately, engagement equals success.

Of course, ‘quality over quantity’ is a cliche, but in the world of community management it’s not adhered to nearly enough. Capture that frustration we all feel when you see another brand mindlessly conveying messages that fail to strike any resonance, so you can lift your engagement to the next level.


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