S3Corp. Tech Blog

The Fundamentals of Social Media Success

Dave Kerpen, founder of Likeable Media and Likeable Local, opened his presentation at the GrowCo conference in New Orleans with three critical reminders for marketers engaging in social media. First, social media is not free. Second, it does not deliver instant results. Third, it cannot fix a subpar product or service. These points emphasize that while social media can be powerful, it requires time, effort, and a foundation of quality. Once you understand these principles, you can leverage social media effectively to grow your brand and connect with your audience.

Listen Before You Speak

Kerpen highlights the value of listening to your audience on social media, sharing an example from a trip to Las Vegas. When he faced delays at the Aria hotel check-in, he vented his frustration on Twitter. The Aria did not respond, but another hotel, the Rio, did. Their quick, empathetic message acknowledging his bad experience left a lasting impression. Although he didn’t switch hotels during that trip, the Rio became his choice for subsequent visits.

This simple yet impactful interaction demonstrates that brands can create loyalty by listening and responding thoughtfully. Kerpen advises businesses to monitor platforms like Twitter for opportunities to engage with potential customers. For instance, an accountant could search for users tweeting, “I need an accountant,” and offer assistance. Active listening can turn passive complaints into moments of connection and brand advocacy.

Always Respond to Your Audience

Kerpen notes that 60% of brands fail to respond to customer queries or comments on social media. This inaction represents a missed opportunity. By responding, you demonstrate that you value your customers and care about their experiences. Even if the feedback is negative, addressing it publicly shows transparency and a willingness to improve.

Deleting complaints, on the other hand, sends the wrong message. It alienates the person who posted the comment and could encourage them to share their frustration elsewhere. Kerpen emphasizes the importance of owning mistakes and apologizing. A genuine apology can diffuse tension and foster trust. The only comments you should consider removing are those that are offensive or discriminatory.

Responses should always reflect your brand’s personality. Whether your voice is humorous, serious, or professional, consistency builds authenticity and trust.

Share Stories, Don’t Push Products

Social media works best when it’s used to share stories rather than push sales. Kerpen shares how he and his fiancé turned their wedding into a storytelling opportunity. Unable to afford an extravagant ceremony, they secured $100,000 in sponsorships and tied the knot at a baseball stadium. This unique story not only gained attention but also helped establish Likeable Media as a thriving business.

Businesses can apply this approach by highlighting stories about their team, customers, or milestones. A business-to-business company might share customer success stories, insights from leadership, or community initiatives. When stories resonate, they invite engagement and conversations that enhance brand visibility. Encouraging your customers to share their experiences with your brand amplifies this effect.

Authenticity Matters

Quoting Oprah Winfrey, Kerpen underscores the importance of authenticity: “I had no idea that being your true self could make me as rich as I’ve become. If I had, I’d have done it a lot earlier.” Authenticity builds trust and makes your brand relatable.

Being real doesn’t mean oversharing, but it does mean showing the human side of your business. Whether it’s behind-the-scenes glimpses of your operations or candid reflections from leadership, authenticity helps audiences connect with you on a deeper level.

Targeted Advertising for Better Results

Kerpen argues that social media is a powerful tool for precise advertising. On Facebook, for instance, you can target ads based on demographics, interests, and behavior. Instead of broadcasting to a general audience, you can reach the people most likely to engage with your brand.

Another advantage of Facebook advertising is leveraging social proof. Ads targeting friends of your current followers include endorsements, such as showing the names of friends who like your brand. This builds credibility and increases the likelihood of conversions.

The Power of Free Offers

Kerpen emphasizes the effectiveness of giving away valuable content. Offering free resources, such as webinars or articles, not only attracts attention but also builds trust. When you provide value upfront, you create goodwill and position your business as an authority in your field.

He shares how his own generosity in sharing insights led to a client bringing $250,000 worth of business to his company. The free content demonstrated his expertise and convinced the client to invest in his services.

Show Gratitude

Gratitude is a simple yet impactful way to strengthen relationships on social media. Thanking customers, partners, or followers fosters goodwill and encourages loyalty. Kerpen mentions that writing thank-you notes is part of his daily routine, and it not only boosts his mood but also reinforces connections.

For example, research by DonorsChoose.org found that donors who received a thank-you note were 38% more likely to give again. This principle applies to businesses as well. Publicly or privately expressing gratitude can make your audience feel valued and appreciated.

Conclusion

Kerpen’s social media strategies are simple yet effective, focusing on listening, engaging, and building genuine connections. By being responsive, sharing stories, staying authentic, and showing gratitude, businesses can use social media to strengthen their brand and cultivate lasting relationships with their audience. These tactics require effort and consistency, but the rewards—customer loyalty and trust—are well worth it.