In recent years, social media platforms have become critical tools for businesses to connect with target audiences and promote their brands. With so much content available online, it can be challenging for communications professionals to create content that stands out and inspires their company’s social media followers.
To make an impact, it’s essential to develop a strategy that engages followers, fosters conversation and drives action. Below, 15 members of Forbes Communications Council offer some practical tips and strategies comms pros can use to inspire their company’s fans and followers. Employ these tactics to build a loyal following and drive business growth through social media.
Members pictured from left to right.
Photos courtesy of the individual members.1. Create An Internal Influencer Program
Inspiring company social media followers in B2B can be a tall order! At our company, it’s a team effort. We recently launched an internal influencer program to nurture the efforts of some key team members who wanted to engage more on LinkedIn. We kicked off with new tools and best practices, and it’s been great to see how our team has jumped in to help share our message. - Maya Barkay, EverC
2. Share Moments Of Teamwork And Innovation
Start by providing a window into the company regarding the organization’s culture, its values, how it drives customer results and, most importantly, how the team has fun. Followers are already engaged, so they want a glimpse of how the company drives innovation and teamwork. Followers will applaud this success and be inspired to champion this in their own organizations. - Nysha King, Healthmonix
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3. Practice Active Listening
Our communications teams genuinely connect with our followers by answering direct messages, reposting brand mentions and commenting on posts to make sure followers feel like they’re getting the personal, one-on-one interactions that we strive to provide. - Yvethe Tyszka, Zesty Paws
4. Add A Human Element
We consistently see a bigger response and following when we post about real people and events. In particular, when an employee gives back to the community or we as a collective group give back, our customers appreciate and respond to this human element more than any product messaging. - Michael Cupps, ActiveOps
5. Focus On Impact And Outcomes, Not Products And Features
Lead by example. Being consistent and leveraging storytelling will inspire your followers to do the same. Don’t focus on products and features; focus on the impact and the outcomes your company is driving. Mix in personal posts about family, achievements and your journey. Lastly, engage with your followers. Follow them, comment on their posts and thank them for their engagement. - Ahmad Daher, Envijo
6. Showcase Company Values And Culture
Communications pros can inspire social media followers by sharing authentic stories showcasing company values, mission and impact. These can feature customer successes, company culture or positive efforts. Crafting engaging stories builds brand identity and fosters enthusiastic support. - Marie O’Riordan, EML
7. Use Storytelling Techniques
Storytelling is essential. It’s the most effective way to communicate your brand, services or product and the easiest way to foster a connection with your audience. Every brand has a story, and people love those they can self-identify with. Build a story around a character or subject that will inspire the reader, trigger emotions and leave them with a sense of purpose. - Dora Hrkac, Esyasoft Technologies
8. Highlight Customers Who Have Overcome Challenges
Share how your customers are succeeding by showing the challenges they faced and how they overcame them. Followers love to see how real people are challenged—that’s likely why they are following you in the first place. Share actual data, and encourage your customers to be front and center in talking about their journeys. - Lori Stafford-Thomas, Degreed
9. Incorporate Stats And Stories
Followers want content they can relate to and information they can share. Your organization has stats and stories unique to your people and clients that nobody else has. Share information about your impact on individuals and the change you’ve made. For example, “Nine out of 10 people say they care about access to justice,” or, “70% of youth say video games made them want to learn to code.” Information is power and will inspire. - Laurie Wang, Legal Aid Alberta
10. Humanize Your Brand
Share behind-the-scenes content, highlight employee experiences and showcase customer stories to humanize the brand and create a connection with followers. Use visually appealing graphics to bring the stories to life, and encourage engagement by asking questions and starting discussions. By creating a narrative that resonates with followers, we can inspire and engage our social media audience. - Tony Liau, Object First
11. Consider Gamification And Co-Creation
Social media followers tend to be super fans who love brands. They are also very invested in the long-term success of a product or service. By gamifying and rewarding their activity, you inspire them to become more engaged and involved in the short- and long-term success of a brand. Furthermore, by enabling their feedback and voice, you create great ambassadors. - Jonathan Shroyer, Arise Gaming
12. Get Customers Involved
One of the powers of social media is the two-way communication that consumers and customers can engage in with brands and organizations. Embrace this for your organization by creating content your followers can interact with (polls, quizzes and so on) and asking them their opinions. Anything that inspires an authentic conversation is great. - Christina Hager, Ovations Digital
13. Promote Your Values Authentically And Creatively
To inspire a company’s social media followers, showcase the company’s impact and values in a creative and relatable way. I like to use authentic content such as employee stories, client stories and user-generated content. Your goal should be to create intimacy with your audience and increase brand loyalty. - Ben Chodor, Notified
14. Share The Good Times And The Challenges
We all have scenarios we must problem-solve to get through. Being vulnerable with your audience and authentic about how you solved a problem can inspire them to push through the challenges they face. It is a massive plus if their problem is one you or your product can help resolve. - Sarah Lero, A.L. Huber
15. Focus On A Larger Potential Impact
Create an emotional connection to “the greater good.” One of my favorite examples from several years ago is the ALS Association Ice Bucket Challenge. This viral campaign created incredible visibility and engagement. More importantly, it raised $115 million—67% of which went to research to treat this terrible disease. - Lana Johnson, Elevation Talent Group
