Many people think social media marketers just need to post great content and wait for people to follow their brand naturally. However, creating content without actively building a community is like building a fancy hotel on a remote island and expecting visitors.
In today's crowded social space, it's crucial to understand that your brand doesn't exist in isolation. Instead, it flourishes within a broader ecosystem of engaged and passionate individuals who share common interests, values, or aspirations. Keep reading to understand why building a thriving social media community should be the cornerstone of your social media strategy.
|
Table of content |
A social media community consists of people who are already interested in a brand, its products, or services. These people already like or have a shared interest in the brand. This community develops and flourishes on social media platforms, where members engage in conversations, share content, and interact with the brand. This community can range from small, niche groups of enthusiasts to large, global networks of customers and fans.
Building a social media community is about more than just collecting followers. It is a strategic approach for brands to foster loyalty, drive engagement, and enhance their online presence and reputation. It involves creating content, actively engaging with community members, and nurturing a sense of belonging and trust among the audience.
Example of Sézane's social media community using the hashtag #sezanelovers to upload UGC.
Keep reading more about how Sézane nurtures its social media community here.
Marketers should remember that social media community members are their ideal customers in the target audience. They are already part of your marketing funnel, and here's why this is so significant:
In summary, a strong social media community helps brands boost brand awareness, gather valuable insights, and even drive sales and conversions.
Building and nurturing a social media community takes time and dedication, but the rewards are worth the effort. Here are ten actionable steps to guide you in the process:
Start by defining the purpose of your community. It's the reason your community exists and the value it offers to your audience. Whether sharing knowledge, offering support, or inspiring creativity, a clear purpose sets the foundation for a strong community.
It not only aids in attracting the right audience but also sets the tone for the kind of interactions and content that will thrive within your community.
Before you start building your social media community, it's crucial to understand that your customers are already on social media. It's your job to identify your ideal community members and provide a clear picture of who you're targeting. What are their common traits, interests, and pain points?
Tailor your content and engagement strategies to resonate with your audience's desires and aspirations.
Not all social media platforms are equal, and different audiences prefer different spaces. Research and understand which social media platforms your audience frequents the most. If you are aiming to target digital natives, platforms like Instagram or TikTok tend to be highly effective. On the other hand, for a professional audience, LinkedIn is the top choice and can also prove quite effective for certain B2C brands.
It might also be a good idea to check on your competitors and explore their social media profiles. By pinpointing the right social media platforms, you can concentrate your efforts on where they will have the most impact.
Compelling content is what keeps your audience engaged and eager to participate:
Crafting content that resonates with your audience is essential, but it's equally vital to integrate this into a broader content strategy.
Inspire your community members to create content related to your brand or product and become active contributors. Share and celebrate their contributions to foster a sense of belonging and authenticity within your community. Here are some practical ways for brands to encourage UGC:
Building a social media community means being an active participant in it. Respond to comments, answer questions, and acknowledge feedback promptly with a consistent brand voice. This responsiveness not only fosters trust but also demonstrates your commitment to the community's well-being.
If you struggle to find the time or resources for community management, use a social media management platform. Tools like BrandBastion Lite and its smart social inbox will let you gather all your social media conversations in one place. Besides, our platform finds which comments need a reply and suggests ready-to-use responses with AI.
Set clear guidelines for participation to maintain a positive and respectful environment. Encourage constructive discussions and discourage any form of harassment or negativity. Nobody wants to participate in conversations with spammers or hate speech.
Again, some tools can help you moderate your social media conversations to ensure that harmful comments aren't visible. With BrandBastion Lite, you can easily protect your brand reputation and community.
Leveraging influencers and advocates is a strategic approach to humanizing your brand and amplifying your social media community's reach.
Influencers are individuals with substantial and engaged social media followings, while advocates are enthusiastic and loyal customers who genuinely love your brand, products, or services. Typically, influencers are hired for one-off social campaigns to drive awareness from their large network.
In contrast, brand ambassador programs are a great way to reward brand advocates, fostering long-term partnerships and brand loyalty.
Use analytics tools to track the performance of your community-building efforts. Analyze audience growth, engagement metrics, and sentiment to identify areas for improvement and fine-tune your strategies. Remember that when you hear and value your community, they will likely stay engaged and provide constructive feedback.
Embracing this data-driven approach guarantees that your social media community not only flourishes but also aligns with your brand's objectives. It empowers you to make informed decisions that contribute to the success and growth of your business.
In the ever-changing social media landscape, adaptation and evolution are a must. Your social media community is not a static entity but a dynamic, living ecosystem.
Regularly revisit and iterate on your community-building strategy. Does it still align with the brand's objectives and vision? Are there new opportunities or challenges to address? Are we listening to our community's feedback and meeting their needs?
Don't be afraid to experiment; it can lead to breakthroughs and innovative approaches that revitalize your community.
Some brands have harnessed the power of community building to create a loyal customer base and achieve remarkable success. Let's look at three brands that have truly mastered the art of building strong online communities:
Lululemon, the activewear and yoga apparel brand, has created an extraordinary community of fitness enthusiasts and yoga practitioners. Their social media platforms are not just about selling products; they are platforms for inspiration, motivation, and connection. Here's what sets Lululemon apart:
Charlotte Tilbury, a renowned makeup and beauty brand, has created a dedicated community of beauty enthusiasts and makeup lovers. They've embraced social media to offer more than just cosmetics:
Sézane, a fashion brand known for its sustainable practices, has built a community of fashion enthusiasts and advocates for more ethical practices in the industry:
In conclusion, building and nurturing a social media community can significantly impact your brand's success. It can increase customer loyalty, expand reach, and even drive higher sales. But beyond the business implications, witnessing community connections and brand love grow is a rewarding experience for all social media managers and marketers.
