Social Media That Reflects Your Brand
We're going to dig in to social media that reflects your brand, now you're chugging right along in time and I thought I gandered I'm going to pad this section a little bit because I'm going to disseminate this information and then I'm going to see where we go from there, 'cause social media has a way of taking on its own road and path. Okay so the thing I see on social media quite often is the same kind of pattern that I see when it comes to marketing which is conversations how to get more followers, I'm sure that there's a lot of advertisements, how to get more Facebook friends, how to get more Instagram followers, but I take a little bit of issue with that because I don't think that more followers is the answer. Why, well one I want you to have more followers, but I just don't want you to have more followers, I want you to have more of the right kind of followers, the amount of followers does not matter as much as the type of followers that you are attracting. So having people who ar...
e excited, having people who are engaged, having people who are just amped to be engaged with your account is what you want and I will tell you a thousand times over that your business will go farther with a smaller group of people who are highly engaged than having a massive amount of followers. Why, because social media is turning heavily to algorithms basically an algorithm is just an equation to determine what people want to see more of. So a nutshell version, if you post out something on Facebook you post something out on Instagram, and within a certain designated amount of time, we don't know how much that time is it's pretty secretive, they'll gage how many likes, comments, shares, you got and they'll determine that importance and based on that importance, will show it to more people based on organic reach. So if you have 20,000 followers and you routinely get 20 likes and two comments, or if you have 2,000 followers and you have 20 likes and two comments, all other things being equal, the person with the smaller following gets shown, why, engagement. It has been determined that that person is producing work that more people should see, therefore it is advantageous for the social platforms to show people what people want to see more of, so gone are the days of chronological I'm just going to post anything and people will see it, boot those are gone, in fact, if you post something just for the sake of posting it and nobody interacts with it, it could be detrimental for your organic reach, it just is what it is, so you can't say I'm cool my business is cool, I'm awesome, we already established that and we're not playing that game anymore. Okay so I feel confident talking about social media not because I feel like I'm a guru but simply because I use it and I use it quite often, I work hard to build my platforms, do hundreds of thousands of followers and I don't focus on just one platform, I try to feel like where is my power point but furthermore, where is my ideal client hanging out and how can I navigate him or her back to me. So I feel confident saying that social media moving forward for small business entrepreneurs is going to be the best way to grow your business, you're going to get the most bang for the smallest amount of money, this is technically the wild west, I feel so empowered because this is the advent of TV commercials, we are carving the way, we are out there yelling at people saying you guys this is where it is, and people are like, I'm never moving away from radio, but we know what happens, this is where it is and if you want to have a solid ground with very little money, this is where you want to play but it requires work. Now you're going to get noticed, you're going to be seen and these are things that we want. And I think if business owners have a social media message that doesn't match their brand, it's totally and completely detrimental, so so often we go back to when I see businesses talking about things that are polarizing or you can perhaps be this warm and fuzzy like you knit baby socks that's what you sell. And you have very ethereal messaging and then you can go on social media and you can post I'm having the worst day, if social media honks me one more time I'm going to flip them off, we see these types of social updates quite often and we have to remember that you can have your personal social platforms and you can have your business social platforms, if you are linking to your business social platforms from your website, I think it is the antithesis of what you want to do to build a tribe if you're bipolar in your social media endeavors. That is no disrespect to people with mental disabilities but it's very difficult to engage and have an understanding with a person who's on two different channels. So everything has to match across the board. So social media let's go back to how we started when we created the branding conversation, which is we want to help somebody, we want to empower somebody and we want to diminish fear. Now I don't think every social post needs to do that but it must be balanced, if it is all about you you you and you keep on saying I create value, no your social cues have to point back to the value that you create. So I want to get something out in the open, social media is a conversation, a real life conversation just happening on the internet. And people think that because it's happening on the internet that it's somehow not as real, I'm here to tell you that social media conversations are real, they are as real as real will ever get and it's like when you walk into a cocktail party, that's how I picture social media conversations and so when you walk into a cocktail party there's a good chance you immediately scan the room to feel like okay where am I going, what am I doing, I'm going to hang out. I should probably clarify, because if you're anything like me what you'll do is you'll walk in you'll scan the room, you quickly go over to grab a glass of wine, hang out by the fried food station, hide in the corner talk yourself out of it, you got this, you got this, you can do this, you can approach people, it's not weird, you're okay, yes these are the conversations that I have in my mind and then you go and you approach people. If I were to walk into, in the middle of the room or forgive me, if one of you were to walk into we're all hanging around and what you said was hey guys my products are awesome, I'm blessed by my products, I'm great, I'm creative, buy my products, I'm so fun, my products are on sale, I like long walks on the beach. (audience laughs) People would be like what is going on with this person this is so weird and these are the conversations I see by and large happening every day on social media. You're walking into the cocktail party and again hey guys my products are on sale, you guys look at this new product I just made, products cyber Monday, this is the conversation, then you wonder why is nobody talking back to me? Why is nobody leaving comments on my posts? Why is nobody leaving questions, well when was the last time you heard of somebody tuning into a TV station to watch commercials, it doesn't exist, right. So you have to offset your commercials by valuable information by entertaining information but resonating information, so versus walking into the cocktail party talking about all the things you do and saying you're just such a cute little cookie, I believe that if you were to speak to a small group of people and you were to listen to what they were talking about and you were to talk to them about things they liked and you were to give great insight, and you were to provide value based on the context in which they are having the conversation, well then people would talk back to you, it's a cocktail party. And this is precisely the same thing that happens on social media, you talk to a small group in the way they want to be spoken to by offering highly specialized feedback to the conversations they're already having, you win.