1. Thou shalt be patient and considerate.
While many campaigns seem to go viral overnight, it’s important to remember that businesses rarely experience instant breakthroughs or meteoric audience growth on social media. More important than chasing huge follower or subscriber counts is to consistently and meaningfully engage an audience by creating helpful and insightful content that addresses key concerns or speaks to consumer needs.
Over time, through constant two-way dialogue with users, this commitment will help your business build a loyal and involved following, the influence of which may far outstrip that of larger, less engaged audiences.
Be relevant, generous and sincere. While doing so may not seem as sexy or instantly gratifying as posting a viral video or infographic, it will help you build trust, empathy and, most importantly, relationships, the currency of the modern social realm.
2. Thou shalt not be indifferent to the voice of thy customer.
When you engage in social media, you commit to playing a role in very public customer conversations. This entails consistently having to acknowledge other parties’ opinions, and embracing both the good and the bad, including harsh or critical feedback.
Instead of looking the other way when someone posts something unflattering, take a moment to objectively assess the feedback. Constructive criticism not only presents opportunities to improve our efforts to serve end-users; it also presents a chance to engage in human exchanges, and apologize and appease the situation.
In other words, the goal is to create conversations, not critiques, and optimize the level of customer support and service provided to your audience. Sometimes, simply taking a moment to acknowledge others’ voices, or answer questions directly can bridge gaps that threaten to build a gulf between you and end-users.
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