Key Points For Leaders And Brands To Connect With Their Audiences

COO and co-founder at Maven Road.

getty

For several years now, social media has been an essential tool in people’s lives. According to SmartInsights, 58.4% of the world’s population now uses social networks, with an average daily use time of 2 hours and 27 minutes.

Furthermore, Sprout Social revealed that in 2021, users increased their social media presence by 71%. Specifically, Generation Z, Millennials, Generation X and Baby Boomers were recorded to have increased their use of social media by 78%, 77%, 75% and 54%, respectively. Brands, too, are raising their online presence, and as expected, this phenomenon is having a direct impact on the marketing of products and services.

Given the influence of digital channels, brands and business leaders must be present on social networks. It is a must-do. Today, it is impossible to think about communicating and connecting with audiences without adopting digital channels as a way to get closer to consumers and most relevant stakeholders.

By harnessing the power of social media, mobile connectivity and digital data, business leaders can build relationships, take the market’s pulse and empower members of a distributed and remote workforce to strive toward common goals independently. In other words, social listening has become a fundamental skill and tool for managers.

Here are three keys that CEOs and brands should take into account when it comes to communicating assertively through social networks:

Connected Leaders

The 2021 Connected Leadership study revealed that 74% of people expect company leaders to use social networks as a way to connect and deliver valuable information. CEOs and other business leaders must face the challenge of adapting to this phenomenon and meeting the expectations of their audiences in terms of communication. They must prepare themselves, know the different tools, establish narratives and messages aligned to each audience and generate a bond with them.

Communication In Times Of Crisis

In complex situations, key audiences will feel much calmer when they immediately receive information from the brand. Social networks are a direct line to inform, reassure and prevent uncertainty or chaos from being generated.

Consider Comments

Many users turn to a product or service based on recommendations and the experiences of others. Public comments like those left on social networks often influence the decision to purchase. For this reason, it is of great importance that there is always clarity, response and attention to feedback to provide a better service.

Social media must be a fundamental part of a company’s business strategy. As one of the pillars for building stronger relationships with target audiences, an active social media presence allows brands to position themselves in the marketplace more effectively by acting as the primary source of their ideas, reflections and decisions (while taking power away from rumors and uncertainty). The humanization of business made possible by social media accommodates empathy, which in turn generates engagement among stakeholders, keeps customers satisfied and attracts new business.

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?