Social media is for connecting to people (Green Marketing)
Social media was created to connect people to other people.
Remember back in the day when all the platforms used to be ad-free and to post about a business offering was considered gauche? It started off as simply that, then commercial business interests realized the powerful marketing potential of direct-to-consumer and the universe of social media became one more tool in the marketer’s toolbox.
Businesses must never forget that they are the secondary in the social media arena. People join to meet and interact with other people.
They don’t do so to follow a brand or company. If the people behind that brand or company use social media effectively then others will be drawn in and connect to them — and eventually choose to do business with them.
How can a business better use that people-to-people connection? First, establish a friendly face. Use the owner or employee’s photos in posts and in the social media channel graphics.
Think about how McDonald’s always shows their employees smiling in their ads.
Now, of course, the smile should be genuine and not forced — and if something happens like a warehouse location becomes flooded it is fine and actually better to show those unhappy faces and their real experiences cleaning up that mess.
Next, share your owner/employee’s personal accomplishments and milestones.
Celebrate it when someone graduates from any school or college, earn an award, and even when they adopt a puppy.
Post funny things that happen and record even the regular things you do on your days in the field or in the office.
Your potential customers want to know you are “real.”
Show them how you sort good apples from bad, how you package things carefully for transport, what machines you use for harvesting and planting.
Being “real” includes posting about mistakes and owning them then apologizing and making them right.
A “real” company with real people talks about the great new plants and products they are stocking, but also shares some of the past duds and how they’ve phased them out or improved them over the years.
These make great #ThrowbackThursday and #FlashbackFriday posts. Schedule those in regularly.
Finally, share your customers. Post their reviews and photos they might share of using your products.
Thank your clients and customers by posting profiles of them and linking to their businesses and social media profiles.
Spotlight a partner or source you use, let others know how great they are to work with.
TLDR summary: The best way to build social media connections is to be social.
(Editor’s note: Kathy Jentz is the editor/publisher of Washington Gardener Magazine, the publication for Mid-Atlantic home gardeners. She can be reached at KathyJentz@gmail.com.)