Coke has Pepsi.
All brands want more social media engagement. So how do you get it? It starts with giving your audience easy ways to express themselves. Too often, we ask too much of them. We present them with obstacles instead of options. If your call to engagement is too complicated, your audience will scroll past.
Most of us are on social media to connect with friends and pass the time. This means your brand is already at a disadvantage. Your content seems out of place — showing up among all the personal things our friends and family are saying. You’re competing for attention, so your content has to be extra interesting. You can’t afford to be boring.
This is done with tactics like:
– This or that
– Multiple choice
– Fill in the blank
– Would you rather
– Rank your favorites
You don’t have to create fancy graphics or any assets. For polls or multiple-choice content, just write a question and a few options and you’re done. But don’t make your polls random and for the sake of creating polls. Always ensure they tie back to your brand’s overall strategy.
‘See and Choose’ content is also one of the fastest, cheapest, and most effective ways to learn about your audience. Instead of wondering what your audience thinks or wants, you can just ASK! And in real-time. Every post is an opportunity for insight.
This isn’t my opinion — this is based on the science of System 1 and System 2.
System 1 and System 2 Thinking in Social Media
In his book, Thinking Fast & Slow, Daniel Kahneman explains how our brain and thinking process is broken down into two parts: System 1 and System 2.
When we employ System 1 thinking, decisions are easy and automatic. We decide based on intuition and instinct and are able to think quickly.
System 2, however, calls for more rational thinking vs. instinctive thinking. When we activate System 2, decisions are slow and take a lot of effort. They require more logic and analysis.
Social Media is a Skill
I like to think these takeaways I’ve shared with you today are further proof that although everyone can do social media, not everyone can do it well. It requires a deep understanding of your brand, your audience, and how people think.
It may be tempting to have a friend or family member handle your social media, but investing in a true social media professional with the proper training is one of the best things you can do to grow your business.