Social media is ever-changing and ever-developing. It uses an algorithm to sort posts in a user’s feed based on relevancy and the likelihood that they’ll want to see it. I’m sure if there was a ‘don’t like‘ button our audience would screech at us, and we’d be quick to find ways of improving our content. So instead of inventing a ‘don’t like’ button, this algorithm makes it easier for users to unsee your posts. Perhaps reverse brainstorming could help. I learned this term in the ‘Level up Ladies’ cohort with Dr. Tamu Petra Browne. Reverse brainstorming is simply changing the way you think. So instead of asking, what content does my audience like. You want to ask, what content could cause my audience to ‘not like’ - to not engage with my posts. Here are five things customers don’t like about your social media platforms. 1. Outdated Information. I’ve seen this problem with several social media pages (especially Facebook). Users posts their frustration of not being able to connect with a business because the phone number is no longer in use. There are no working hours listed and no address. Imagine being in a relationship, and you didn’t tell your partner that you changed your contact number or living address. They would be furious! Likewise, if a customer is trying to connect with you (it’s obvious they are interested in your service or product). It’s frustrating when the information is outdated, or worst, not there. So many businesses lose sales just for this simple mistake. Customers must be able to connect with you when they visit your social media site. Make it easy for them by keeping your information up to date and having an easy automated process to meet their needs. 2. More Selling than Telling. It’s fine to promote your business every chance you get and in every post. However, just like you, there is a regular person on the other side of your screen. Therefore, adding a little personality to your posts won’t hurt. Tell your company’s story by sharing valuable information that your audience can relate to. Throw in a little motivation and encouragement. Ask them questions. Offer free resources to help your customer base. Don’t let it always be about you. But about your customer - who helps your business grow when they engage with you and purchase your products or services. 3. False Advertising. This goes without saying. Nobody likes to feel tricked or scammed, not even you. So why do that to your customers? They already hate ad pop-ups. Don’t make it worse by ignoring what you’ve promised or promoted. Be clear, concise, compelling, and most of all be transparent. Give them a reason to trust your brand. 4. Not responding to customers. Customers don’t like when you don’t take time to respond to their comments or questions. They like to see you engaged with them just as they are with you. It’s ok to like a comment, but it’s even better when you respond frequently, it shows that you care and that you are listening. When customers send you a message asking about your products or services, be quick to respond too. A quick tip: Commenting on your client’s posts shows you are trying to build meaningful relationships with them. 5. All text. No videos or photos. Most, if not all, social media platforms are built to showcase your visual content. Have you ever seen a Facebook post without a photo or video? Boring, right? You probably would not remember because you didn’t go back to check. Always try to include a visual when you are posting content, even if it’s an infographic or bar chart. It makes a big difference rather than just plain ole text. Even social media platforms like Facebook are suggesting this to you consistently. This is straight from the horse’s mouth. Did you know: organic video posts receive 38% more engagement than photos. It produced similar results with Facebook video ads. A study by Locowise revealed videos was successful at engaging 5.49% of the reached audience. In contrast, the engagement rate for images was 4.67%.
In conclusion:
Always listen to your audience.
Make sure your content is relevant enough for your audience.
Keep your social platforms up to date and fresh.
Find the balance between promoting your products and not being too salesy.
Be transparent.
Respond to your customers as often as possible.
Create 'oomph' by adding photos and videos to your content.
Your overall aim should be to enrich your customer’s life with the product or service you are offering.