Emotions are the foundation for viral posts and outrage is by far the biggest feed on social media, as demonstrated by a few studies. The psychology behind human behaviour, tells us that people enjoy hating something or having a negative opinion and they can easily find fault with brands if they have a reason.
There are in fact many ways to upset people on social media and it could be the best thing that happened to your business or the worst. Not all negative attention online is accidental. However, the trick to mastering a positive viral reaction on social media, is to post something that triggers positivity in user’s and they feel the need to share it.
1. Blatant promotion
A business can’t be vilified too much, as yes, they are on social media to sell and have been given a platform to do so. That’s what is taught in every sales manual EVER “Sell, sell, sell”. Yet, as many people choose to listen to BBC radio stations due to lack of adverts, the same is true of social media. People are on social media for some downtime, to enjoy a few funny videos or memes.
When building your social media posts for the month try to follow the 80/20 marketing mix: 80 informative, entertaining, awe-inspiring, etc. The 20 promotional.
2. Too much AI
Remember who you are talking to - humans.
Automating your social media is a great idea in theory, but if a customer gets a sniff that they are talking to a bot, you’ve had it. Plus, no amount of programming can offer heart felt human interaction.
You may find a booking assistant bot is quicker than a human and more convenient, but don’t risk upsetting future and real time customers.
Keep it personal and continue with a human touch on social.
3. Negative feedback
If you receive negative feedback or you post post something that offends all your customers, own it! There is nothing more off putting than seeing a complaint online and with a negative response from the business.
Remember, the ‘Customer is always right’. Even if you know they are not, is it worth putting off potential customers with a negative response?
Always be polite.
4. Desperate engagement
It’s important to watch users and what they say about your business. If someone mentions or tags your business for the positive, a like is sufficient. Do not hijack the post and promote your business.
64% of consumers only want a business to chip in when addressed directly.
Once upon a time, people loved the fact that Facebook linked to Insta and posted between to the two platforms.
At best it is lazy, at worst it suggests a business who doesn’t know how to interact with the chosen platform.
Create new posts for platforms. Obviously, to cross post saves a lot of time and some manage to do it without it being obvious, but your social media engagement will increase if you tweak things to suit.
6. Engagement bait
Engagement bait is a practice many try and often fail at especially on Facebook and that’s because Facebook’s still see this as spammy and their algorithm will seek you out and punish by limiting your reach and causing your page to plummet in rankings.
Asking for reactions, such as tags, comments or votes on any platform is seen a no-no by certain platforms.
7. Acting cool
This is more about your branding and how your business is perceived. Here is a great example and relevant at the moment: To sell, your brand of face mask, or surgical gloves would you create videos with Rapper’s and Skateboarding Ninja’s flying around wearing face masks and gloves? No. It stinks of desperation.
Although, who knows 2021 may be the year for such a fashion?!
8. Using hashtags when you don’t know how to use hashtags
It is quite difficult to use hashtags without being just a little, um, basic. Using them in an interesting, smart, effective way? Extremely difficult.
Most brands have watched other brands fail at hashtags and decided to avoid the mockery and shame.
On most social platforms,Twitter more so, humour and vitriol goes hand in hand, this is where hashtags need a bit of expertise.
Using hashtags on Instagram is very different to using them on LinkedIn.
Work those hashtags!
Influencer marketing is the force behind most fakery. There have been a few celebrity endorsed products, that have sparked outrage over their claims on social media.
Or there are influencer's who have a fake audience and accept cash to promote products, which generate no return for the advertiser.
Be careful and do your research.
So, remember all these tips when creating your posts and your social media marketing should fly.
Be real, be interesting, be entertaining and above all be nice.