Show you think and feel like they do.
In our eagerness to get across the belief we have in our firms and what they can offer, it’s tempting to jump straight to the ‘this is what we do’ and ‘this is how we do it’.
Whilst we might do this because of a genuine enthusiasm for our firms’ services, too much of it will turn our social media feeds into nothing more than a mechanism for trying to sell a proposition, rather than a tool for connecting with and helping others.
Instead, we should use our understanding of each of our main would-be follower groups to find the shared purpose between us, and use our social media feeds to do something about it.
For instance, you might have one group of followers who are mainly middle-management level employees from UK firms in a sector long characterised by cost-cutting and consolidation.
You know from experience that they’re under pressure to take growth ideas to their leadership groups, but they’re unsure where the best opportunities lie in this new, volatile world, particularly outside of their domestic market.
From this you might consider that your shared purpose with them is to re-energise the sector, and do all you can to help unlock its transformative power and potential.
Your social media feeds could therefore be used to deliver uplifting messages and insights about the sector, focused on bringing about a new chapter of growth, including potential opportunities outside of the UK.
By focusing on your shared purpose, your follower groups will begin to understand that you think and feel like they do. Over time, wanting to hear more of your thoughts on how you can act on that shared purpose, becoming a loyal follower will feel like a natural, inevitable consequence.