Ways to Plant Social Media Seeds
Content needs to be provided not only in social media spaces, but in your email campaigns as well. Each item should fit with the outlet you're using. For example, Twitter is effective at getting out your message, Facebook is useful in starting two-way conversations, and a company blog is a good way to provide better, more in-depth content.
What's more, you can use Twitter to help you decide what's actually relevant. For example, Kapur tweets his ideas for email subject lines. His "first responders" give him feedback about which subject line will work best — the poor man's A/B test. The lesson here is to always ask for feedback. Social media is a great tool to leverage feedback to your advantage.
Another way to acquire followers in addition to providing relevant content is by telling them why they should be interested in you. You have to do more than simply asking people to "like" or "follow" you. "Otherwise, you'll be just like Kohl's," said Kapur. "It has millions of Facebook fans, but what's the value in that? It says, 'Be part of us, we are millions strong.' This is less effective than just providing the reasons why people should subscribe to your messages."
Kapur suggested that you write down the answer as to why people should be a fan or follower of your brand. This way you won't be stumped if someone asks you the question. Take some time and think about why your brand is important.
Social media is "like a cable company," Kapur said. "We have 900 channels, but we only really want six or seven." Find those six or seven channels that your customers are on and provide relevant content across all of them. "Don't put all your eggs in one basket," Kapur cautioned.