Why do you have to be friendly and real on social media?

Social media is an essential and necessary component on an organization's marketing strategy. Social media helps build brand awareness and provides a conversational space for brands to engage their audience with their organization.

The success of your efforts on social media comes down to one thing: likability.

But let's face it, the competition for audience attention and engagement is laborious. With almost all organizations using social media, the competition to have your voice heard becomes an uphill battle. In combination of the constant changes to social media platforms and algorithm can be challenging to get and keep the public's attention. The good news is that your current audience and followers are still there and ready to be inspired and connected to your brand, story, and creativity.

The success of your efforts on social media comes down to one thing: likability.

People will follow your brand because they like you and connect with what you have to offer on social media. You wonder, how can your brand be more likable on social media and stand out from the competition?

The good news is that you have more power than you think to inspire and have more people like you and your brand. And it doesn't cost any money to follow the tips and examples outlined below.

Be real

The importance of authenticity in social networks.

Social media allows brands to show their audiences who they are and not just what they sell. Share your brand with a light that contributes to the human element, your personality, and your values. This means creating a connection and talking to people on your level, letting go of the marketing pitch.

In addition to being on social media platforms to connect friends and family, social networks are instruments to get services and products. But organizations should not forget the original purpose for which the media were created, to connect and entertain. It's about creating a dialogue with your audience, followers, potential clients, and community showcasing your business in genuinely and humanely way. Not just to sell your product or services. Here is an example on how Nike uses their Instagram account.

Nike knows that customers are bombarded with information from brands that is exhausting. Nike's efforts on Instagram are to showcase their products in real-life scenarios. Instead of displaying its products, Nike uses emotional triggers to evoke feelings that influence decision-making.


Providing your audience with a mix of quality content is the key to increasing your sympathy factor and showing your value.

Share links and useful content to the organization's social platforms or brand, but also make sure to draw their attention to other relevant and valuable content and news that affects your company, your followers, and the community. This will show you that you are informed of facts and circumstances in the news, industry, and local area.

Learn to laugh. Choose a funny book or comedian, or show a humorous but sensitive message to its audience.

With its Twitter account, Wendy’s uses humorous and daring interaction to attract followers.


Humility is precious. There is a fine and sometimes complicated line, between the necessary self-promotion and the constant display of your products or services in a showy and continuous way. It is natural to be proud of your achievements, products, etc., but if most of your content or feed only transmits your products, services, or how you look (selfies), your audience will tire quickly. Likewise, if you receive comments or compliments, be sure to respond, and follow the advice of being real mentioned above.

Everybody wants to appear authoritarian on the internet, but nobody likes a smart guy/gal online. If you are an organization or person who responds to other people's tweets or Facebook posts to tell them why or how they are wrong, you will look evil. Instead, take a position of curiosity. Begin the conversation with a question before you begin to correct it. Suppose there is a person behind those words and actions.


Listen, listen, listen: Think of social media as a party, full of people, some are talking, some sharing, and others watching. Similar to the observation process you practice when arriving to a new place and conversations in real life (IRL), is good to sit quietly for a while and absorb everything before speaking. Listening on social media is so important and crucial to align the conversation and maintain engagement.

There is an insight area in all platforms to see how their followers connect with your organization or brand over time.

Find a balance between being spontaneous and socially appropriate between very formal and authentic. And stay educated on trends, market, industry, and your community.

In many social media management platforms that streamline Community Managers' work, such as Loomly, Hootsuite you will find post ideas under the calendar section. In Canva.com, you can create content with ready-made templates for holidays and momentous occasions.

Below is a calendar for a week with general ideas of social content.

For more information on how to manage your social accounts, tips, and new trends, follow us on Instagram @uniquelypowerfulmedia, and in our Social Media Management Courses Innovación Social con Kenya and Social Media Marketing services.

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