Social media: how to compel your audience

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“Social media is the new golf course – it’s where the buyers are; it’s where your customers are. That’s where you need to go to build relationships.” This is how Dee Anna McPherson, Vice President of Marketing at Hootsuite, describes the importance of today’s social media presence.

But what should one do to actually make it work? We’ve already spoken about making your brand visible on the web in a previous post, but how do you get users to engage once you’ve caught their attention?

To put a successful plan in place it is essential to understand that brand management strategy will differ from one social network to another. Each platform has a particular trigger which creates conversations among users. It is better to retain the focus on one or two particular channels than to spread yourself thin and end up with an inconsistent message and a disengaged audience. It may damage the brand reputation in the process.

Let’s get started:


It is all about pictures. Let your content sparkle! Visuals are a very strong way to affect the audience so be prepared to compel and surprise your followers with something new. It is important to create content that people can’t take their eyes off. Viral content happens rarely but it is a Holy Grail of social media. By keeping your message fresh and unpredictable, it may well happen to you.

Are you worried you will not have anything good enough to share? Look around. Take photos of the workspace e.g. behind-the-scenes photos; community events e.g. encourage viewers to share their photos; celebrations e.g. new babies, birthdays, work anniversaries etc.


It is link economy. Using Twitter for business is one of the easiest ways to increase awareness of your business, attract and connect with customers and drive sales. Create great content and then share, share, share… Even if it is the same thing several times a day, but do vary the message. Don’t worry about frequency; it is important to spread excellent message far and wide.  Twitter also gives you access to influencers in your niche, so you can easily follow them and interact with them. Some may follow you back, giving your brand more exposure.


It’s all about career development, professional connections, industry discussions and other types of business-related activities.

In order to take a full advantage of the network, in addition to regular status updates, you should:

  • actively participate in related groups and discussions in order to establish your credibility as an expert
  • send messages and invitations to those in your network and to other group members
  • consider upgrading to a paid LinkedIn membership as this will give you additional contact options and other benefits that may be a good fit for what you’re trying to accomplish
  • customize your LinkedIn web address to create a branded LinkedIn address with your name

Remember, the devil is in the details. It is time to upgrade your game. Look at what is getting liked and shared. Test ideas and throw them out there to see what flies.

Joanna Pawlikowska

Joanna is a writer for the Tech World column. She has a Master degree in Biotechnology. She loves to take on new challenges and believes in cross-cultural communication as a tool to improve global understanding.

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