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So how do you get comments like these? Invest in your communities; they are (or should be) at the heart of your social strategy. When we correspond with our online communities genuinely and consistently, we open the door for meaningful conversation and dialogue, which has the potential to translate into greater actions on and offline. Building these types of communities takes time, trial and error, and lots of energy, but just like relationships in the real world, you will get what you put into them.
This brings me to the discussion of quality. Two-way communications is more than saying “thanks” for the comment on your Facebook page, or “thanks” for the retweet on Twitter. Real-world translation of the quality level of this type of exchange can be equated to bumping into an old college friend at the grocery store and saying, “Hi! How have you been; what's new?” You don’t really care what this person has done in the last five or 10 years, and he doesn’t want to summarize his life for you in five minutes or less, but it’s the socially correct thing to ask — so you do.
The difference is shallow conversation with supporters on social networks seriously affects the quality of relationships you're trying to build. Be real when you interact. Ask thoughtful questions because you want to know the answers, not because you want to “engage” your audience. Be aware of the 5,000 fans on your Facebook page, of the 10 people that always comment on all your posts, and when you address them on the wall use @theirname, creating a more welcoming environment.
Not every fan on your Facebook will want to connect with your organization at the levels I’ve mentioned here, but it is our challenge to create the environment where this communication is welcomed, to notice and respond genuinely when it presents itself, and most importantly, to allow ourselves to be inspired by the commitment supporters have to their beliefs.
Christina Johns is online media manager at International Fellowship of Christians and Jews.
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Hitting the Email Inbox
Hitting the Email Inbox
