What Communicators Can Learn from Social Media Influencers

When social media networks like Myspace and Facebook first started gaining popularity, they were quickly dismissed by many as fads for teenagers with no value for most people.

Of course, it’s easy to look back in hindsight, but even so, it seems unlikely that anybody could have predicted the power that social media influencers have. Many are earning millions of dollars each year for access to their huge audiences.

In this way, they have far more control over what we as a society decide to purchase than any individuals might have ever had. Imagine this, with the correct coordination a group of top influencers could quite easily promote a new product to become a market leader overnight.

We’ve already seen this happen, Kylie Jenner and her clan worked diligently to promote her new makeup line that is now valued at over a billion dollars.

One billion dollars, all because a group of sisters has access to hundreds of millions of fans at the touch of a button. But what can we learn from them?

I’m not a robot

When you take a look at most corporate companies’ social media profiles you have to ask, is that a robot or a human? The truth is that most companies have no idea what they are doing and often task social media to an older employee who also doesn’t get it.

If you want to win on social media, then you have to build rapport with your clients. With this past years trends, we’ve seen plenty of examples of how authenticity is valued far more than perfection, and that’s simply because we like to know that we are talking to another human.

Don’t be afraid to shed your corporate image and let your audience know that there is a real person on the other side of the screen.

Bringing extra value to your fans

One noticeable difference between top social media influencers and regular businesses is that the influencers go out of their way to provide value. If a fan takes the time to ask a thoughtful question they will often leave a detailed response.

As a company, our goal is to provide as much value to our customers as possible, so that they feel obliged to purchase from us. One way that we can do this is by providing extra value to our fans through social media.

This could be in the form of entertainment or informational posts, both of which are valued by your followers.

Taking the time to interact

If you follow Gary Vaynerchuk, you’ll know that despite being a CEO of a 9-figure company he takes the time to respond to almost every single comment that he receives. Sometimes this will take him multiple hours.

The reason why Gary does this is that he understands what many others don’t, which is that people appreciate the smallest interactions.

Just receiving a like or a quick ‘Thanks!’ from an influencer that you care about can make that fan’s day, turning them into a lifelong fan. All it takes from you or your company is the time that you spend interacting with them.

That’s why I heavily recommend that anybody is looking to grow a serious social media following replies to every single comment with the most detail physically possible. Eventually, once you start getting hundreds of comments this will have to stop, but most corporate accounts get a few comments and fail to reply.

There is no excuse for not interacting with your fans on social media.

Not only is it incredibly quick and easy, but by not doing it there is forever a public record that your team doesn’t pay attention to your fans. On the other hand, if you respond to all of your comments new potential customers get to see you participating in real-time engagement.

Communicating beyond text

As Gary has shared this recommendation with others, the technique has become more widespread, and because of that, he has stepped up his person interaction.

Rather than just using text, he has started to leave short video replies to many of his fans, thanking them for their time and answering their questions. This goes back to what I mentioned earlier about providing extra value; he is going out of his way to answer their questions in a video format.

The great thing about that is that it feels much more personal than a text reply.

The audience knows that their favorite influencer replied to them and that it wasn’t an intern managing their social media profiles. As with everything we do in digital marketing you need always to strive to match and exceed what your competitors are doing.

After all, it shouldn’t take you any longer to leave a quick video reply than it takes to write a text reply. But the value is that much more significant, it’s more personal, and it lets your fans know that you truly care.

In conclusion

If we can learn anything from social media influencers, it’s that having a real connection with millions of people is genuinely possible with modern technology. But just because it’s possible that doesn’t mean that everybody is taking full advantage of it.

Just having followers isn’t enough, you need to be actively interacting with them as much as possible so that they stay enthused and continue to promote your company for you.

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