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Social Media quick tip: the principles for engagement in your posts

Social Media quick tip: the principles for engagement in your posts

To engage with your target market in Social Media, Craig Cannings, Social Media guru and educator, has developed the PIC principle. The PIC principle stands for the ratio of Promotional – Informational – Conversational posts in your Social Media posts. The ratio Craig recommends is the following: Promotional: of all posts only 20% should be free offers, upcoming events, product launches Informational: 40% of everything  you post should be blog posts, industry news, quotes and tips. Conversational: 40% (questions and replies). To sum this up: Keep track of your promotional posts in Social Media. Social networking is mainly about sharing content, having conversations, but not inundating people with offers and sales conversation. Sales are not a taboo, they are necessary for your business, but offers should be more restrained, otherwise your followers will just block you or see you as a nuisance. Information and learning new things from you is what most people expect from you, this is why they start following and connecting with you. Social networking is about conversations, checking up on questions from your followers and responding to them. This makes or breaks your online relationships. If you never check if there are questions, it is easy to be seen as arrogant and something a robot would do, and not a human being. Keep real, engage with your Social Media people and build meaningful relationships that lead to sales. You can’t force sales by not being available, yet bombarding your audience with a lot of...
People don’t like formal language or a corporate voice

People don’t like formal language or a corporate voice

You see it on almost every Facebook business page: the “corporate voice” or the formal language that you might like in a business book, but that no one in real life likes. Why do so many business owners use it on their Facebook business page? People, even B2B clients, like other people. No one connects with a robot. Bring the Social out in your blog posts and Social Media comments. People want to be conversational, see a personality and an authentic voice. When you use an impersonal voice, you go back to one-way communication, the sort of communications advertisements use: speaking at the customer with no engagement possible. Social Networking has changed the way businesses speak to their target market in a two-way communication. A business on Social Media needs to embrace and encourage engagement and wants to connect, discuss and talk with their customers, not talk at them. Another problem I often see is that the person who posts on Social Media profiles is a … company name. No one ever knows who is actually behind the company name. Is it the owner, is it the communications manager, is it the receptionist? Who is the voice behind the posts? Double up the dilemma of having no authentic voice in your posts, you are posting as an anonymous creature. Who wants to bond with a robot or a company name? Social Media is that part of your business where you need to be personal to connect and engage. If you want to create a persona, then give this persona a name and a consistent message so that people get...

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