In the fast-evolving landscape of digital marketing, corporate accounts adhering to outdated strategies are witnessing a notable downturn in engagement.
Despite the increasing pressure to win more followers, create viral content, and boost engagement, higher-ups often resist the recommendations for implementing modern, human-centric strategies. This resistance, rooted in a preference for traditional corporate tones and graphics, is proving detrimental to the vibrancy and effectiveness of corporate social media presence.
The Downside of Stale Strategies For Your Social Media Engagement
Back in 2014, a consistent, professional tone and polished graphics might have sufficed to keep followers engaged. However, the social media environment has significantly transformed. Today's users crave authenticity, connection, and relatability—elements starkly missing from the stiff corporate personas of the past. Companies continuing with these outdated methods are seeing a decline in engagement rates, follower growth, and overall brand loyalty.
The Human Approach: A Modern Marketing Necessity
To breathe new life into corporate social media accounts, dropping the corporate veil is imperative. In this article, I wanted to share three strategies that have proven successful for our corporate customers when they need help transitioning from the stale corporate norm to a more engaging, relatable presence.
1. Showcase the People Behind the Brand
Strategy: highlighting the individuals who make your company tick is winning. Share stories, behind-the-scenes content, and employee spotlights to give your audience a glimpse into the human aspect of your business.
Implementation Tips:
Employee Spotlights: Regularly feature team members, sharing their roles, personal stories, and contributions to the company.
Behind-the-Scenes Content: Post photos and videos from day-to-day operations, team events, or the creative process behind product development.
User-Generated Content: Encourage employees and customers to share their experiences with your products or services, creating a community feel.
Example: A tech company might share a day in the life of their lead developer, showcasing their work process, hobbies, and personal insights into the latest project. This not only humanizes the brand but also builds a connection with the audience.
2. Adopt a Relatable, Conversational Tone
Strategy: Shift from a formal, corporate tone to a more conversational, approachable style. Engage with your audience as you would in a friendly, personal conversation.
Implementation Tips:
Interactive Posts: Ask questions, run polls, and prompt discussions to foster interaction.
Authentic Responses: Reply to comments and messages in a genuine, personable manner, avoiding canned responses.
Storytelling: Use narrative techniques to share company news, product launches, and other updates in a more engaging way.
Example: Instead of a dry, corporate announcement about a new product, a fashion brand could share a story about the inspiration behind the design, including anecdotes from the designers and testimonials from early testers.
3. Embrace Trends and Social Movements
Strategy: Stay relevant by participating in trending topics and social movements that align with your brand values. Show that your company is aware of and engaged with the world beyond its immediate business concerns.
Implementation Tips:
Social Responsibility: Highlight your company's involvement in social causes, sustainability efforts, and community projects.
Trend Participation: Join in on popular challenges, memes, and cultural conversations where appropriate.
Timely Content: Create posts that tie into current events, holidays, or trending hashtags.
Example: During Earth Day, a cosmetics company could share their sustainability initiatives, behind-the-scenes footage of their eco-friendly practices, and tips for customers to reduce their environmental footprint.
Overcoming Resistance: Building the Case for Change
Introducing these modern strategies requires a cultural shift within the company. To gain buy-in from higher-ups, marketers should present clear evidence of the benefits:
Case Studies: Show successful examples from other companies that have adopted human-centric approaches.
Data-Driven Results: Provide analytics demonstrating the positive impact of more relatable, engaging content.
Pilot Programs: Suggest starting with small-scale pilot programs to test the effectiveness of new strategies before a full rollout.
By emphasizing the tangible benefits of a humanized approach—enhanced engagement, stronger brand loyalty, and a more vibrant online presence—marketers can help guide their companies into a more dynamic and successful social media future.
The era of rigid, corporate social media strategies is over. To thrive in today's digital landscape, companies must embrace a transparent approach. By adapting these strategies, corporate accounts can revitalize their engagement and forge stronger connections with their audience. It's time to leave the stale graphics and scripted posts behind and step into a more authentic, engaging future. And please, trust your social media manager if you have one—they really do know what they’re talking about!
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