There’s a creepy line in the movie Silence of the Lambs that loosely fits social media. Hannibal Lector is helping Agent Starling figure who the perp is and he tells her,
“We begin by coveting what we see every day.”
Okay, so “covet” isn’t exactly the emotion you want to evoke in your chamber social media activities, but it does talk partly about how people develop a fondness for others and that does extend to business. If your audience sees you a lot on social media they will begin to notice you. Once you catch their attention, you will become valuable or annoying based on the content you share.
If the content is something they are interested in, and entertains, inspires, or educates them, they’ll respond with shares and engagement. If on the other hand, your content resembles click bait about things they don’t care about, you will become someone they avoid.
Be Everywhere (or at least appear to be)
One of my clients who is a member of several chambers lands many of her customers because they see her as very involved in the community, posting about it and volunteering. They see her everywhere and everywhere she goes, she’s helping, whether that’s online or in person. This makes an impression and she creates a reputation of being helpful, the type of person you want to do business with.
There’s another benefit to being seen all the time on social media and developing a reputation for good content. People don’t have time to vet content fully before they share it. Most of them are looking for a quick way to meet their content needs. If they see you as a consistent source of good content, often they will begin sharing everything you share because they know you were a good source, so they will assume you continue to be.
But…if you post things that are salesy and of no interest to your audience even a few times, they will begin to assume everything you publish will be of the same self-serving, pushy tone, even if you are sharing awesome content after that.
Start off on the right foot in your chamber social media by publishing consistently good, helpful content (as seen by your audience). Your audience will reward you by sharing your pieces. While they may never “covet” your posts, they’ll be on the lookout for them and that’s a good thing.