Engage on Social Media with Stories, Live Video and Groups
FOMO, or the “fear of missing out,” is alive and well in the age of smartphone and social media addiction. It comes in the form of a buzzing phone or audible “ding” and often with a parade of f loating red hearts and emojis. These small gestures constantly remind us about what someone else is doing, the great time they are having and how much we’re missing by not being there.
Marki Lemons-Ryhal, a Realtor® keynote speaker, said it best when speaking of social media at Inman Connect in New York this past January, describing it as “the need for people to tell you all their business in real time.” But that’s just one of the reasons we consume social media, isn’t it?
Whether following a favorite actress jet-setting across the globe or a local staging blog, social media allows us to peer into the lives and ideas of content creators and ask ourselves – “How do I get there?” When sharing content with your audience and capitalizing on your FOMO instincts, it’s important to know where the line is drawn. When marketing yourself and your business, especially to potential clients, you don’t want to come off as arrogant, too exclusive or unreachable. One of the most valuable benefits of using social media is the ability to engage with your audience and present yourself as a problem solver. If all of your content is “look at me” or “look at this,” you leave little room for the audience to chime in and interact. Some examples of interactive content include posts that are inviting or inclusive, like announcing events, welcoming a new neighbor or community member and celebrating milestones.
STORIES, LIVE VIDEO, GROUPS
These specific features on Facebook and Instagram allow you to engage with your audience directly and offer problem-solving opportunities.
FACEBOOK LIVE: THE KING OF FOMO
What says “wish you could be here” more than a live video of what you’re doing? Offer live video as a chance for your viewers to follow along or get exclusive access to information or experiences they won’t find anywhere else. Build hype for your live videos by using the Schedule feature and letting clients know when to tune-in.
If live video terrifies you, try recording a video and use the Premiere feature. This lets you publish a pre-recorded video as a live-stream on your Facebook page. You can then follow along with your viewers, get feedback and answer questions.
STORIES: SOCIAL CONTENT ON DEMAND
A Story is content you post on Instagram or Facebook that lives at the top of your page (and everyone’s app) and disappears after 24 hours. The rise in popularity of the Story feature has significantly altered the way people use these platforms. In June of 2018, there were 400 million daily story posts on Instagram, according to upfluence.com. That represents an increase of 400 percent over the two years since the feature was introduced.
So why is content that goes away in a day valuable? Because people are viewing it – a lot.
The main social channel feeds can be unpredictable, with unannounced algorithm changes that impact the type of content people see. With Stories, you have a more predictable position (front and center for both apps) and don’t have to fight the timeline.
Also, in Instagram you can save your stories as Highlights that can be viewed on your page past the 24-hour limit. These Highlights live on your profile page above your regular posts. This is a great feature for saving story content that really resonated with your audience or for pinning an upcoming event or About Me information.
GROUPS: YOUR PEOPLE
Like pop-culture or fashion, social media experiences trends and movements that shape the way people interact with it. With over 2 billion monthly active users on Facebook, as reported by zephoria.com, there are countless ways your content is being filtered out and never reaching potential viewers.
A Group is an invitation-only or request-only Facebook community with shared interests or goals, such as “Looking for a Home in Fairfax County VA” or “Colonial Home Remodel Enthusiasts.” The value in having a presence in a Group is knowing why the audience is there, so you can set yourself up as the problem solver.
Look for Groups that interest you and see how the community dynamic works. If you are joining a Group, it is important to start by “reading the room” to see what kind of content is being posted, and what is being engaged with the most. Ask yourself if that strategy can be applied to you and your business.
Creating a Facebook Group can be time consuming but extremely rewarding for your online presence. As your Group grows, try offering specific content or incentives to Group members to generate buzz. Your Group offers a chance to build your own community of clients (future, past and present), affiliate service providers, neighborhood or community resources and much more.