I was listening to someone over the radio the other day speaking about sales on how the importance of building your credibility in your networks will attract more business opportunities. I wasn’t really paying attention at first and I suddenly thought:
“Hey, isn’t this true on social media networks too?”
If you take a look around, you’ll find many companies, businesses and individuals trying their very best to accumulate masses of fans. You know how it works – some put together promotions and contests requiring you to first “Like” their page or to “Share” with their friends, some go all out to build connections and to send personal invitations, some create a welcome page with a freebie to give away upon a “Like”, and some go by the shady way of just purchasing fans / followers.
Where am I getting at
Many tend to spend their time accumulating, amassing huge amount of fans by creating a very well polished, presentable and approachable first impression. It’s like walking into a newly opened cafe in town and the waiters are friendly. They greet you by name, start small talks and will even leave you something so that you’ll come by again. All these are great to have, however…
How many take note of creating a great 2nd impression?
It is very easy to start off something big but it is never easy sustaining its growth and its the same on social media. You see, being social does not end at having amassed 100,000 or 1,000,000 fans. In fact, whatever the number of followers are, that is only the beginning and here are 3 reasons why:
#1: You’re the new kid in town
Which also means that you’re probably one out of the many competitors out there doing the same thing.
A painful truth: Your followers may have “Liked” you only for the sake of winning that brand new gadget you offered as a prize.
What can you do: Show them you’re not just a pretty face. Give them reasons to remember or to talk about you in their personal networks. Leave them something to share and to take action of, keep them involved in one way or another.
#2: You’ve left them looking forward for more
Consumers have high expectations, especially when you’ve created an unforgettable first impression. They’ll want to experience it again, or more.
A painful truth: If you’re unable to keep up with their expectations on their 2nd experience with you, there’s a possibility that you’re out.
What can you do: Never, ever over promise beyond your means. Can you still fulfill that promise if you have 10, 100, 1000 or even 10000 customers? Go small, but strive to over deliver all the time. Ask yourself, “What else can I offer to create a better experience?”. Sometimes the key is not to create an extensive but a unique experience.
No matter how good the experience is, there’ll be a time where your customers will experience something better elsewhere and you’ll be forgotten.
A painful truth: They forget quicker online. Can you remember all the pages you’ve “Liked” on Facebook in the past? When was the last time you posted / interacted on a brand’s Facebook page?
What can you do: Don’t let the momentum of your launch campaign go down. Start putting out content that matters. It helps when you tell your fans what you want them to do or to even ask for suggestions on what you can do better. This may sound like common sense but the more people you get interacting, the more people will see your brand on their timeline.
So how is credibility related to this then?
Creating memorable experiences naturally breeds memorability towards your business. When that happens, a relationship is formed between you and your customer – because you’ve been there with them. It’s a feeling of familiarity, or trust. The reason why you say or think that social media isn’t working for you is because the perception of risk continues to supersede the perception of trust among your customers.
To make social media ‘work’, you’ll need build your credibility with your customers.
So if you haven’t already, remember,
2nd impression matters. It drives credibility.
Yes, even on Social Media.
Photo credit: Bob Gorrell