Social media presents the perfect opportunity to connect with your target demographic and build brand awareness. But it’s not all about targeted ads or advice on using your products and services. In fact, too much self promotion could actually turn off your followers and work against you, if they feel barraged by content that isn’t relevant to them.
So how do you utilize social media effectively, and foster true connections?
One proven strategy is to “break the fourth wall” and give your social media followers an inside look into your business.
In theater or television, “breaking the fourth wall” refers to situations in which the imaginary wall between audience and actor is temporarily transparent, allowing for a behind-the-scenes look at what’s really going on.
When actors break the fourth wall, they turn and speak to the camera or live audience directly, breaking the illusion that audience members are silent and passive observers.
This tactic is highly effective, because the audience becomes a part of the drama. It’s fun to feel directly involved, privy to information that would otherwise be unseen and unknown, and the strategy endears the characters to the audience.
You can achieve a similar effect by utilizing social media to break the fourth wall, and sharing the daily operations of your business with clients and potential customers. You could accomplish this goal by…
- “Going live” on Facebook to share tips and strategies
- Sharing video testimonials from current clients
- Posting photos submitted by clients
- Sharing news and pictures from staff events
- Updating your audience on company or personal news
- Profiling real case studies of client success stories (in either blog or video format, or both)
- Showing clients that your employees are working hard for them, by sharing photos of behind-the-scenes operations
All of this sounds like a unique twist on your current strategy, right? So does that mean you have to abandon your former social media strategy, and start all over?
No, not at all! You’ve generated a lot of content over the past few years, and you’ve accumulated an impressive library of blogs, pictures, videos, and more. You can repurpose that content quite easily, and continue to use it across different platforms such as:
- YouTube
- On your company website
Remember, social media is supposed to be social. Your followers participate in social media to gather information, share their lives, and develop relationships. If your social media strategy has focused on providing information so far, you’re doing a great job. But now it’s time to step it up, by sharing a bit more and deepening those connections. Give us a call to learn more, and we can help you hone your social media strategy to perfection.
