Authenticity brings to mind behavior that can be described as genuine and being real, which leads to trustworthiness. It’s about being who you really are. Companies that want to gain loyalty and trust need to be who they say they are. They are offering themselves to their customers, claiming to be or do something specific. If they portray themselves as being one way, and then act differently on their social space, they will put off their followers.
Social media and online communities are about connecting with followers and developing relationships with them. It’s about showing genuine interest in their customers. The type of content your business posts, the way your respond to user-generated content, and how you engage with your followers will tell them who you really are. And if that doesn’t match up with who you say you are, they will know and either will ignore you or won’t engage in a positive manner.
So what can you, as a business, do to be authentic and genuine on your social media platforms, blogs and other online communities? What steps do you need to take in order for your followers to see the real you?
Let’s picture a wide river. On one side is your business and on the opposite bank are your followers and potential customers. How do you get them to come over to you? What will entice them? If you have firm stepping-stones in place it will guide them across the river. You know that it’s a good place to be, but they don’t, so it’s up to you to show them the way. Here are four stepping stones that will let them know you are trustworthy and authentic:
- Tell them who you are.
Your business has a personality and a voice. The voice your company uses will depend on the product or service you offer and who your audience is. Clearly defining what you stand for and what you have to offer is an important first step. You should combine both words and images to tell and show who you are.
- Know who your followers and potential customers are.
Knowing your target audience is essential in order for you to tailor your voice and content to them and their interests. Understanding them and developing a relationship is necessary if you want to relate to them and produce content specifically for them. You must connect on an emotional level with your followers if you want them to see your company as authentic and genuine.
- Produce interesting, engaging and enticing content.
The type of content you post is very important and must be suited to your audience. You need to inform, address their interests and needs, and even entertain them. Your content is where your audience will get to know your business. Your voice needs to be consistent throughout your social media sites and anywhere else you have an online presence. As you do this, your audience will get to know you and you will gain their trust.
- Let them know they are important to you by interacting with them.
Just as important as your content, is your visibility on your sites. Pay attention to what your followers are saying. Make sure you have a consistent presence on your sites with both content and interaction. Listening and responding is key in social media for developing relationships. It will give you insight to your audience and how they are reacting to your content, which will help you tailor it to meet their needs. Listening and interacting with your followers will gain you loyalty and advocates.
As your business speaks in its own unique voice and develops authentic and genuine relationships with its followers, you will be rewarded with an audience that has the potential to develop into a strong, loyal online community. The word will spread. It takes consistent work on your part but the payout is worth it.
Photo credit: Flickr user amateurblogger
