Less than three weeks until polling day, and regardless of who walks into No.10, it looks like apathy will be the real winner of the 2024 election.
If you think I’m being overly negative, check out this recent article in The Independent. It cites research from Techne UK predicting the lowest voter turnout rates in modern history. According to their polls, one in five people have said they won’t bother to vote. Among the younger generation, it’s a whopping 38%.
Personally I’m fascinated by politics, but I recognise I’m very much in the minority, and the general mood among the people I know is best conveyed by the eyeroll emoji. Or by this lady:
The parties have tried in vain to whip up a bit of enthusiasm, but so far it’s their assorted gaffs that have captured the public imagination – and given rise to some fantastic memes.
Social media can be both a blessing and a curse for brand building.
It seems to me that part of the problem is many of us feel we never hear from our politicians until they want our vote. I’m not being party-political here; there are exceptions in every political colour and some fantastic local advocates. However, it often seems they are much more likely to attend your event, support your campaign or answer your emails when an election is looming… or am I just becoming cynical in my old age?
Politics is a law unto itself but I think there’s a broader message here about communications.
Be authentic
The clue is in the name: social media. In bygone years, communications was all about broadcasting your message. Have a new product to launch? Take out an ad in your local paper, or break the bank for 30 seconds of TV time. Or bang out a press release and hope an editor picks it up. Social media has turned all that on its head. Now, it’s not all about you, it’s about being part of an online conversation. Let’s take a fictitious example from politics. Say your community has been up in arms about the potential closure of a local school. Parents are setting up campaign pages on Facebook, local journalists are tweeting about it, maybe the pupils are recording TikToks. If your MP has engaged in that discussion – both in real life and by joining the online discussion – you’re much more likely to believe them when come election time they tweet ‘Vote for me and I’ll fight for your school’. They’ve shown that their concern is authentic. The same rule applies to your business or brand. Show an interest in your customers, get to know their needs, engage them in conversation – and they’re more likely to pay attention when you need them to.
Be consistent
Consistency applies both to the frequency of your posts and to their tone. Like exercise, social media is best done regularly and scheduled in so you don’t put it off (*she says, ignoring the yoga mat in the corner of her room…) For many organisations – especially smaller ones without the luxury of a marketing team – it can seem overwhelming. In that case, the best approach is to start small. Different platforms speak to different audiences, so think about your potential customers and where you’re most likely to find them. Pick one or two platforms and commit to those, rather than taking a scattergun approach and blasting them all. It’s also important to consider your tone and voice. Your voice should reflect your brand and the way you want to be perceived. Consider that a solicitor might write in a more formal style than a hot dog seller. Regardless of who is posting your content, the voice should remain consistent as a reflection of your business. Tone, on the other hand, will change depending on the subject you’re addressing. A ‘sorry we messed up’ post will have a very different tone to a ‘we won this award’ post.
Be open
This refers both to the content your produce and the way you engage in conversation. Content is king, but think beyond bland corporate press releases. You could position yourself as an industry thought-leader, writing and sharing articles that reflect on topical issues and trends. Or create something useful – top tips or ‘how tos’ are usually popular. Don’t be afraid of user generated content – that’s the content your customers are sharing. If you’re a jewellery designer and your customer sent you a great photo of them wearing your necklace, ask if you can share it. More and more brands are also now working with influencers. Influencers get a bad rep but many are respected experts in their field and they know their audience very, very well. User generated content does mean relinquishing control a little bit, but the rewards greatly outweigh the risks.
Be human
Sounds obvious, but it’s crucial. Yes, you should plan campaigns and work with a content strategy. However there is always room for play! Social media is a great way to build more personal relationships with your customers, introduce your fantastic team and highlight everything that’s great about your business. Be human, and have fun.
What tips would you add to this list?
Photo by meredith hunter on Unsplash
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