Creating Meaningful Connections Using Social Media

Following is the latest in a series of guest columns on achieving social media success.

Many businesses focus their social media marketing efforts on creating strong posts. Sometimes, however, they forget that social media is about more than saying great things about your business.

Social media is really about creating connections with your fans or followers. Without it, you’ll just end up spinning your marketing wheels for nothing.

Travel sellers who understand how to create connections have a higher chance of success marketing with social media. Here’s how you can get there too.

Develop your story
Every business has a unique story; why it was created, how it helps people, who is a part of it, and the clients it serves are all part of what makes your business unique.

It’s also your leading line in how you communicate, serve and connect with your prospects and clients.

Once you know what you stand for and how you want to help people, it becomes much easier to create content and share information that appeals to your clients. And, the more appeal you have, the more connection you create.

Show your human side
People buy from the people they know and trust. Regardless of size, your business has people working for it who your clients want to know more about.

While I’m not asking you to divulge personal information that makes you uncomfortable, I do encourage you to think of the little things that can inject some humanity in your online interactions.

It can be as small as talking about the “people behind the brand” or paying attention and reacting with consideration when your community gives your feedback. If you want to go bigger, you can give people the opportunity to come meet you offline at a special event.

Aim to Enchant
People also love to feel appreciated and will sing your praises all day if you put your focus on finding ways to wow them.

If you’ve never thought about enchanting your clients, here are 25 fun, quirky and memorable ideas to get you started. On social media specifically, enchantment can take the form of thank you messages, spontaneous video recordings to touch base, special event announcements, free giveaways, fan spotlights, and more. The only limit is your imagination!

Want to personalize your social media marketing efforts even further? Learn more about why YOU matter in your social media strategy.

Sophie Bujold is an expert social media strategist and speaker. Sophie’s passion is helping travel professionals make sense of social media and learning how to use these technologies to achieve greater business success. For more social media tips and content ideas, grab your copy of her Giant List of Post Ideas. (It’s free)