3 Ways to Attract a Community on Social Media
When social media is in the headlines, it’s not uncommon for it to be a negative story. To some, social media is the enemy - creating a comparison culture that causes more stress than good will. When I read these articles though, my first thought is usually: “these people are using social media all wrong.” Just like the world, there is a positive and negative approach to social media. A negative approach is full of judgement, comparison, and little to no conversation with others. A positive approach creates a support system of followers, a genuine presence filled with meaning, and nurturing and thought-provoking conversation. The latter version is always worth the time you invest in it and helps promote what we all want to see in the world - a loving and more honest society.
With that in mind, a primary goal of why you spend time on social should be building a community! Building community can be the single most rewarding piece of creating an online presence, but it requires a courting approach so treat it like you’re going on a date. Buy your community some flowers, share your life experience and knowledge, and get vulnerable so that your relationship is full of love and care. If you do, you will have a loyal group of followers, friends, and potential customers, but also you are more likely to grow your brand. Building community is one of the top strategies to have continuous follower growth WITH increased engagement. Follow Bots need not apply here.
Here are three ways to attract your social media community as personal brand or business:
Comments as a primary form of engagement
While you’d love for people to comment on your posts, you must continue that exchange yourself. If a friend makes a delicious breakfast, comment “that looks delicious! How long does the recipe take?” If an influencer you like gets super honest about how she’s overcoming a particular struggle on her Instagram story, applaud her for getting so real and share your experience in the story reply. If a trainer shares a morning workout that you plan to use, say it in the comments.
This is what it means to be an active social media user. Likes, while nice, are passive where comments are an invitation to start a real relationship. It is absolutely true that “comments are currency” because comments (more than likes) will tell the algorithm that people are interested in a particular post, but I’d take it a step further. Comments show that you are participating in the reciprocity network that is social media. It’s not only saying I like what you post but also I appreciate the purpose of your post.
#FindYourOnlineTribe
Hashtags are a thing of pure genius because they declare the main points of a post’s copy or a summary of the account the post came from. #NYCBlogger signifies that I am going to be seeing a lot of NYC from this person - sign me up! Or, #HealthyHappyLife makes me know that this person is spreading joy in some way. Hashtags are a primary tool to build awareness about your post on Twitter, LinkedIn and Instagram, but they’re also a place where you can go to meet your tribe.
If you tend to use #selfcare on Instagram, click into that hashtag, switch to recent view, and comment on what you like. If a particular post jives well with you, check out that account – maybe it’s worth a follow. Do this on a regular basis, not only as a way to gain awareness, but also to engage with like-minded people and accounts. It is likely that you will build a following by engaging this way, but shift your mindset instead to view it as a positive way to engage with others who are promoting more of what you’d like to see in the world.
Be vulnerable
I chose the word vulnerable for this tip very carefully – not to be confused with the overused “authentic.” 2010 social media was a place where people flaunted their best selves, best moments, and most extravagant purchases. 2020 social media begs for a more realistic experience where people share their up AND downs, their strengths AND weaknesses, and their best photos BUT also how they got there. As a social media consumer, I cannot wait until the “social self” is associated less with filters and showing only your best and more about people sharing their purpose.
“Being vulnerable online takes courage, not confidence. Confidence happens the more you practice, but the first step is courage.”
Being vulnerable online takes courage, not confidence. Confidence happens the more you practice, but the first step is courage. It takes courage to flip the camera toward you and take a selfie video about what is inspiring you right now or what you’re struggling with too. No need to get your makeup and hair done. When you post a recent meal, a punny caption can be nice, but sharing the atmosphere and how you enjoy eating out not just for the food but to see friends is even better. Posting a photo immediately after a sweaty gym glass promotes that you put in the work, and it isn’t always “pretty.” This type of content and environment is on the rise, and it’s not hard to see why. It creates a genuine way for others to relate to you and allow you to show your true self.
If you instill these three practices into your social media use and content creation, you’ll not only enjoy using social media more but also will build a community that will help you nurture your product, services and ultimately your business. Social media is a double edged sword with negative and positive uses. Put it simply: the more positive you put into it, the more you get out of it.