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Why You Have No Social Media Engagement (And How to Fix It)

Why You Have No Social Media Engagement (And How to Fix It)

social media engagement


Everyone secretly covets social media engagement.

Sure revenue is nice. After all, it puts food on the table.

But social media engagement means peoplereally like you. Having a connected, passionate audience puts you on a pedestal and can create a “Halo Effect” for you (and your business).

One of our most basic human needs is to be loved and accepted by peers. So in our hierarchy of needs, being accepted by others is incredibly important.

(Financially speaking, a business with a strong social media presence will also acquire customers for less, and have a higher lifetime value of a customer. Which means more bottom line profit than those that don’t.)

But here’s the problem…

Social media engagement doesn’t just happen.

And it turns out, you need to do much more than update Facebook 10 times each day.

Here’s why you have no social media engagement, and how to fix it.

 

Why Your Brand is Your Company’s “X Factor”

The prerequisite to a thriving, financially successful, long-term business is an excellent brand.

A brand is a promise. It establishes expectations, trust, and a reputation. And it stands for all those intangibles that make the difference between a customer returning to buy from you, or going to your competitors.

One of the most distinguishable brands in the world, Apple, was recently valued at $76.5 billion.

Not their product line. Not their research & development. Not their top engineering talent. Not their advertising campaigns. And not their logo.

Just their brand alone is worth more than most companies combined.

This hard-to-define, yet essential quality is the reason people camp outside stores before a product release, and pay top dollar over other similar products.

 

Start with “Why”

What separates the companies with fans, from companies that compete on price, is that they believe in something bigger than themselves. They believe in a cause, a movement, or a way of doing business.

Simon Sinek, author of Start with Why, says: “People don’t buy what you do, they buy why you do it”.

Most businesses start by answering “What” you do. Like selling some type of service or producing a specific product.

Other companies talk about “How” they do it, like your unique selling proposition or positioning statement.

But truly successful and popular companies, like Apple, start with “Why” they do it.

They inspire other people because their brand stands for a bigger cause and movement.

Almost every product or service you can sell today is a commodity.

So you need to realize that people don’t buy your “product” or “service”, they’re buying a solution.

 

The Most Arrogant Beer in the World

The Stone Brewing Company is the largest brewery in Southern California, and one of the biggest craft brewers in the country.

That’s saying something, because this is one of the most competitive industries in the world. And the regulated, three-tier distribution system in the United States actually works against new entrants.

Last year they announced an expansion plan that includes (among other things), a 18.7 acre organic farm so they can use the best ingredients in their beer and restaurants, and a possible tourist hotel because their brewery is one of the largest tourist attractions in San Diego.

Imagine that. A small brewery with an 18 acre organic farm and boutique hotel connected to their main location.

Stone believes in a certain way of doing business, and they aren’t afraid to voice their opinions.

They’re unabashedly against light, tasteless lagers (and the people who drink them). And as the scrappy up-start, they’re the complete opposite of the large, stuffy corporations in the industries.

The label on one of their most popular beers, Arrogant Bastard, warns people straight away:

Their social media accounts are no different. Each update is witty, interesting, and slightly arrogant in a funny-sarcastic way.

Sure, beer is fun business. But you’d be hard pressed to find a more dedicated and engaged audience.

And regardless of your taste in beer, you can’t deny Stone’s originality and bold positioning.

Their social media accounts are an extension of their brand. Which sounds obvious. But if it’s so simple, then why don’t most companies do it?

Most companies have no engagement, because people don’t care enough about them.

Even if you’re never heard of Stone Brewery before (and whether you agree or disagree with their philosophy), you already have an opinion.

And that’s the first step to getting people to talk about you. Or interacting and engaging with you in social media.


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