Recently, I spoke at a Washington Women in Public Relations (WWPR) event about making emotional connections with people on social media — a place sometimes filled with snark and sarcasm.
The Prezi I used is below, and here are some further thoughts on the topic:
Here is the number one fact: People on social media are craving meaningful connections with people, brands, and causes. They (we) share (overshare) information hoping it will be noticed by someone and it can turn into some substantive interaction.
More and more people are sharing – and in more places.
[Side note: I have every faith in today’s non-Facebook using teens being tomorrow’s Facebook power users. The network was created for people to stay in touch. Most teens see pretty much their entire social circle every day. No need to panic there.]
Perhaps the biggest key to creating an emotional connection is the action it will cause. A “warm fuzzy” is great, but if you want someone to FEEL something, you want them to DO something with that feeling. These actions can take place online, but something in the “real world” is immensely powerful.
You can do these by taking a note from The Little Mermaid – go where the people are. Then optimize your content for that network. Measure the results. And start again.
Why do you have to optimize for each platform? Each platform has subsection of your audience…and each platform provides different functionality and capability to help you tell your story.
And don’t forget that you are connecting with a human being, not a social media profile. Every person has different motivations, so you will likely have to utilize multiple tactics to get the lion’s share of your target invested in what you have to say.