Almost every brand recognizes the importance of social media marketing. Where people have gone wrong, however, is when it comes to social media automation. This is when people take large volumes of tweets and updates and post them with automation tools. This form of social media marketing requires little effort and is not effective in the slightest. With every single business doing that, people are completely inundated.
People are not going to feel connected to your brand if they feel like your message does not come from a real live human being. Mass amounts of automatic marketing tends to not feel very relational. In order to engage your audience, you must have a relational feel behind the message. Instead, brands need to balance their automation tools with spending actual time analyzing their tactics. For example, one size will not fit all; you will have to tailor your message specifically to your different audiences. Another thing to avoid is not actually reading the articles you are posting. People get into trouble here, as they may not be aware of some of the content. Lastly, auto direct messages should never be a part of your social media strategy.
In order to effectively nurture your social media marketing, you have to change it to relationship marketing. The CEO of Digital Marketing Stream, Audrey DeSisto says:
“Engagement and nurturing go hand in hand. One of the most important factors in being nurturing on Twitter is how well you engage with your followers. Thank everyone who followed you, introduce yourself and let your followers know that you are interested in learning more about who they are and what they do. Respond to all of your messages that are not on auto-pilot.”
When it comes to nurturing your social media marketing, there are two things to focus on. The first one is to elicit interaction in your posted conversations. Waiting on people to comment and like is not the way to approach it, you must actively bring people into your conversations to be active rather than passive. The second thing to focus on is to pick one quality post and nurture that post for an entire week. The message communicated here will be far more effective than if you were to post 10 things that week. Audrey DeSisto also added:
“Nurturing begins when you meet socially, just as if you are meeting someone personally. When you have made a connection, and the connection has been supportive, thank them with a tweet. Check your notifications often for connections asking for a Retweet, it is very easy to miss important messages from fans.”