Engagement: Start a Conversation, Don’t Just Broadcast

Social media is a two-way street. Instead of simply posting updates and promotions, think of your platform as a conversation. When you engage with followers—whether by responding to comments, joining a trending conversation, or even asking for feedback—you’re showing your audience that you’re listening and that they matter.

For example, Wendy’s Twitter account is known for its witty, humorous interactions with fans. By responding to followers in a playful and relatable way, Wendy’s has built a community of loyal fans who see the brand as more than just a fast-food chain. They’re engaging, connecting, and creating an online community around their brand.

Best Practices for Engagement:

1. Respond to comments and messages promptly.
2. Ask questions to invite responses.
3. Use polls, quizzes, or interactive stories to engage followers.
4. Don’t be afraid to show some personality.
5. Engaging authentically and consistently builds trust and reminds your audience that there are real people behind your brand.

Customer Service: Make Social Media Your Help Desk

In today’s world, social media is often the first place people go to voice a concern or seek help. Brands that use social media for customer service create a direct line to their customers, offering support and solutions in real-time.

Take the example of Delta Airlines. They have a dedicated Twitter account, @DeltaAssist, where customers can get assistance around the clock. By offering prompt, helpful responses on social media, Delta not only addresses individual issues but also demonstrates to the wider public that they care about their customers’ experiences.

Tips for Social Media Customer Service:

1. Create a dedicated support account if possible.
2. Monitor social media channels regularly to address concerns quickly.
3. Acknowledge and apologize when there’s an issue, then provide a solution.
4. Follow up to ensure customer satisfaction.
5. By addressing issues openly, you can turn potential complaints into opportunities for connection, showing customers that your brand is responsive, caring, and committed to their satisfaction.

User-Generated Content: Let Your Customers Tell the Story

User-generated content (UGC) is one of the most powerful tools for building trust. When customers share photos, reviews, or stories about your brand, they’re doing the marketing for you. Featuring UGC on your social media shows that real people love and trust your brand, making others more likely to trust you too.

Consider the success of brands like Glossier, a beauty company known for featuring their customers’ photos and reviews across social media. By regularly reposting customer photos with their products, Glossier has created a sense of community and belonging, making their customers feel valued and seen.

How to Encourage UGC:

Create a unique hashtag and encourage customers to share their experiences.

Run contests or giveaways that ask for user submissions.

Engage with and share customers’ posts to show appreciation.

Offer incentives for customers who share their stories (like discounts or recognition).

Letting your customers tell their stories not only builds a sense of community but also reinforces the authenticity of your brand.

Case Studies: Brands Successfully Building Relationships on Social Media

Starbucks
Starbucks does an excellent job of engaging with its community by sharing seasonal campaigns and user-generated content. Their #RedCupContest, where customers submit photos of their holiday-themed red cups, brings their community together around a shared experience. This campaign doesn’t just promote their product; it creates a holiday tradition for Starbucks fans.

Nike
Known for its powerful storytelling, Nike uses social media to motivate and inspire its followers. Their “Just Do It” campaign features real athletes, everyday heroes, and uplifting stories that resonate with their audience’s aspirations. By focusing on shared values like perseverance and empowerment, Nike has built a community that sees the brand as an ally in their personal journey.

GoPro
GoPro has built its brand on user-generated content. Their social media channels are filled with videos and photos taken by GoPro users, showcasing everything from extreme sports to everyday adventures. By giving their followers a platform to share their creativity, GoPro has become synonymous with exploration and excitement.

Building Real Connections Through Social Media

Social media isn’t just a marketing tool; it’s a bridge that connects your brand to real people. By focusing on engagement, using social media as a support channel, and leveraging user-generated content, you’re creating a space where customers feel heard, valued, and part of a larger community.

At BhaMee Connects, we believe that social media has the power to turn followers into fans and fans into advocates. Let’s use social media to build not just a brand, but a community—one interaction at a time.

Remember: Every like, comment, and message is an opportunity to show customers who you are and why they matter. Use it to build something meaningful.