We all know that person, or have that friend, who needs to use big words and insider terms in casual conversation. You hear it and instantly roll your eyes.
The same can happen to your business on Social Media if you can’t be conversational. Using industry jargon and 5-dollar vocab words is a huge turn-off. You need to make it easy for people to like (and understand) you and your business.
For example, you message a local TV station, asking if they heard about “Big Story” right near your house.
Which response would you prefer?
A) “Thanks for letting us know about “Big Story.” It’s on our website and FB page, and will be on the news tonight. We have a reporter and crew covering it. We appreciate you helping us out!”
B) “Yes. Our station is going to lead our A-block with a reporter covering the nuts and bolts. The reporter will front a package, with a dropped full screen chyron explainer in the live tag, before an on cam sigout. The anchors will then read a breakout VO/SOT before wrapping up our team coverage and teasing to more ahead in the D-block. Hope you watch!”
Mutual trust and respect is earned when you acknowledge your customer and thank them for their involvement with your company. Answer A will earn you a follower (and customer).
Answer B, no doubt, gave you an ice cream headache because there were about a dozen words and terms that made no sense to you. On social media, this could easily come across as snobby. Why would a customer spend time or hard-earned cash at a place that looks down at them?
It is widely accepted among journalists that one of the secrets of the industry is to write at about a 5th grade reading level. This isn’t because the industry thinks the average Joe is a middle school dropout. It’s because they know that you’ll tune out if it sounds like the person on TV is reading a computer manual.
The same rules apply when you are trying to connect with customers on Facebook and other social media sites.
Social media is the new “word of mouth.” People want you to care about them and their needs, and look to businesses on social for light, engaging information. No one logs on to casually search for a sales pitch. We will like you if our friends like (recommend) you and vice versa. This won’t happen if they can’t get through your jargon-filled prose!
Engagement needs to be conversational. If it’s not, you’ve lost. People are on social media to chat, post, and socialize with friends. Ask about your potential customers’ plans, wants, needs, and recommendations!
If a potential customer engages you with their version of “Big Story,” thank them and give them credit. You could even ask them for their opinion on other matters, just like you would with a friend!
Ask, thank, and give. Mutual loyalty goes a long way toward being successful.