Let’s be honest: social media is a lot. It’s constantly changing, there’s a never-ending stream of content, and it surrounds us wherever we go. It’s so easy to get lost in the pursuit of likes and shares. We admit, these metrics do give you a little insight into your online influence, but they don’t capture the essence of what truly drives success on social media.
Want to know the real secret? Building a loyal community. At the heart of a loyal community lies a shared sense of belonging and identity. It goes beyond virtual interactions and creates genuine relationships. Social media can feel a little cold sometimes, but it’s also a powerful tool for finding and preserving these bonds.
What does it mean to build a community on social media?
You probably already know that a community on social media is a group of people who come together to share a common interest, problem or experience.
Even if you’re not completely sure what is meant by an online ‘community’, you know how important it is to have interaction on posts. People sharing your pictures, friends sharing your news, comments tagging people they know: it all helps to bring new eyes to your pages, which means more people who will potentially be converted into actual customers. When this group of people has something they share, that makes them want to interact and discuss between each other, it’s perfect! You can tailor your product exactly to this and tap into a endless source of support and engagement.
Building a community on social media starts with finding the factors that bring people together. Then, it’s up to you to genuinely interact and care for your audience. When you have a strong community, members will interact with one another, sharing their thoughts and opinions.
Why is having a loyal community on social media so important?
A loyal community on social media can take your brand to new heights. We’ve given four reasons why it’s so important below:
Boosts customer confidence
When people in a community engage with your brand, it creates trust. Think about it – you’d feel much more confident investing in a brand that other people already endorse. Knowing that others support a business builds credibility, reassuring potential customers that they are making the right choice by associating with your brand.
If you see a post for a brand with no comments, no reviews, and no likes, you’ll probably be less likely to buy from them. But if you see a post with people tagging their friends, talking about how much they love the product, and endorsing the business online, then you know it’s probably not a scam and you’ll get your money’s worth when you make a purchase. Getting customers to believe in you as a brand is half the battle. With an engaged community, it’s basically effortless.
Enhances customer service
Social media gives people more access to brands than ever. How you handle it can go great or terrible. This accessibility offers a unique opportunity to address concerns, answer questions, and provide exceptional customer service. But you’ve got to be authentic. A responsive and attentive approach can transform casual followers into devoted customers.
Think about it. Have you ever messaged a restaurant about a menu item? Or asked about sizing for a new top? If the brand responds and helps you, you’re almost guaranteed to make a purchase. Plus, you’ll probably tell your friends if the customer service was top notch, meaning that the community will continue to grow and your audience will as well.
Improves customer retention
The secret to a strong community? Loyalty. The secret to customer retention? Also loyalty. When people feel connected to your brand on a personal level, they’re so much more likely to stay engaged, return for repeat business, and remain dedicated supporters. True loyalty acts as a shield against the allure of competitors, helping you retain a strong customer base.
Facilitates organic growth
Word-of-mouth is the best tool in your marketing arsenal, and it always has been! Social media amplifies word-of-mouth far and wide. A loyal community becomes a network of brand advocates, eager to share their positive experiences with friends, family and beyond. This organic growth can significantly expand your influence and impact.
Take language education app, Duolingo. They’re social media strategy involves an iconic mascot, but also a extremely responsive team that prize customer interaction and engagement. This has created a tian of digital marketing that’s held as a standard for many companies. Not only that but their ads quickly become viral memes, leading to people organically discussing the company with one another and actually downloading the app. This is a community people actively want to be involved in.
“In this whirlwind of content and algorithms, the art of cultivating a loyal social media community isn’t plain sailing. It’s about crafting authentic connections that resonate with the hearts and minds of your audience. Forget the numbers for a moment, and focus on creating a tribe that feels a sense of belonging and purpose. These genuine relationships have the power to catapult your brand to success.”
Phoebe HoldenSocial Strategist
How do you build a positive online community?
There is a huge difference between a community on social media, and a positive community. A positive community is led by a positive brand presence, and positive community leaders. We don’t want to see any negativity, so be sure to remove negative comments and encourage constructive, kind words.
You should lead by example. Your community will speak to one another in the same way you speak to them. If you’re creating inspirational content, they’re more likely to support and inspire one another. Think about your brand’s personality and purpose when it comes to your social tone of voice.
What is an example of community in social media?
A great example of a strong social media community is our client, Dry Eye & Me. The people in this community are united over their experiences with Dry Eye Syndrome. Social media is a place where we share advice and tips, but also encourage others to share their experiences and support them. This has led to the community supporting one another, asking questions, and sharing their personal experiences. For inspiration, take a look at their Facebook page on this link.