Are you having trouble getting people interested in your social media content? There’s a reason no one cares.
Do you know what it is? Gather in close. I will tell you.
If no one cares about your social media content, it’s because you aren’t responding to them. You aren’t listening. The secret to social media success is this: Responsiveness.
That’s right. Responsiveness. In other words, when your online community tweets, comments, or messages you, you respond back.
It’s not timing (oh, how I loathe “timing” studies). It’s not post length (although that can help). It’s not the tools you use. It’s not any factor that lives “out there,” just beyond our grasp.
It boils down to being a living, breathing human being connecting on a one-to-one level with other living, breathing human beings. That’s responsiveness.
The people who understand the need for responsiveness are the ones who see results. It’s the great differentiator. You can’t easily “scale” responsiveness, which is why it’s so precious. The brands and business who respond will win. The ones that do not (or will not), won’t.
My thinking on this has shifted through the years, but I have people like Gary Vaynerchuk and Jon Acuff to look at as role models. They have audiences much larger than mine and somehow, they find a way to respond. If they can do it, I can do it.
SO CAN YOU.
When faced with the responsiveness question, many organizations will give excuses like:
- But Justin, we don’t have enough time to be responsive.
- But Justin, we don’t know what to say–what if someone says something bad about us?
- But Justin, there’s no one on staff who can do that right now.
- But Justin, won’t that take a lot of time (short answer: YES).
You know what that is? Bullsh*t. All of it. (And many of you need strong language like that to shake the cobwebs off. Did it work? Do I have your attention now?)
If you are too busy to respond to your online audience, you are too busy to see results. Period.
Look at these folks being responsive:
@JustinWise justin, we’re so sorry to hear this :/ please contact the store manager or give us a call directly: 1 (800) 782-7282
— Starbucks Coffee (@Starbucks) April 8, 2014
@JustinWise Ha! Well mine is completely original, built on colors, schemes and layouts no other human online has ever used.
— Jon Acuff (@JonAcuff) April 4, 2014
@JustinWise You are welcome. Tweet us anytime! ^CS
— Delta Assist (@DeltaAssist) December 9, 2011
@JustinWise thnx so much bro!
— Gary Vaynerchuk (@garyvee) December 28, 2009
@JustinWise sorry if i am spamming you. thanks for the welcome justin.
— Ann Curry (@AnnCurry) March 15, 2009
If you don’t respond to your audience, you’re no better than telemarketers—you want the results without building the relationship.
Social media is not a “free” marketing channel to endlessly blast your poor, tired, marketing-weary audience. It is a living, breathing connection to the people who have chosen to be a part of your community.
Give them the respect they deserve. Start responding. If no one is tweeting at you or commenting on your stuff, go out and find some people to talk to (they’re out there).
The social media of the future will be responsive. Don’t get left behind!
UPDATE: The original version of this post had the curse word spelled out. I changed it because, even though I believe what I wrote, it made folks I trust ask questions. I’m super passionate about this topic, thus the strong language. The edited version still makes a strong point while being a little more palatable. I am sorry if I offended you.