How do you know if your social media activities are building relationships?

And it is OK if these goals change over time. For instance, to get started it may be vanity metrics to get the feeling that your content is resonating - likes, shares, comments. But once you start becoming more purposeful and mindful, these metrics may not be relevant any more. Instead it may be those few but really thoughtful comments OR a DM from someone who never engaged publicly but is sharing his or her feedback in private on what triggered them to reach out.

Wow! I've been selected to participate in Collaborative articles, which are knowledge topics published by LinkedIn with insights and perspectives added by the LinkedIn community. These articles begin as AI-powered conversation starters, developed with their Editorial team, and they select members to participate. So I must walk thru... I use LinkedIn for social media networking/engaging. Many are better at mastering the algorithms. I know that I could be focused on my true target that I sell to, but I also know how so very bombarded they are, so my goal has been to simply be a part of the community that adds value to many and educates or engages in relationship + not to expect much in return. I try to leave folks with a feeling I CAN help.

If you don't have a plan, social media can turn into a rabbit hole. An hour later you find you are randomly scrolling the platform, whether that's LinkedIn, TikTok, etc. While my overall goals change over time, my primary focus of using content to inspire and educate, preferably in an entertaining way, remains the same.

Brands often begin interacting with social media influencers on their platforms when they want to start engaging them with activities like product gifting or paid activations. Things to consider if it's working: 1. Are they are reciprocating your interactions by following and interacting with your posts? 2. Are they creating any organic content and tagging your brand? 3. Look at the comments on the brand's and influencer's platforms. If an influencer is leaving comments on your brand's post, how are people engaging? Your best brand advocate may just be the top-liked comment in a post. How does the influencer's audience talk about the brand in the comments of their posts? Are they encouraging a collaboration?

This is beyond key, and I agree that these goals can change or shift over time. You have to define what "success" looks like to you. Is this answering every single customer in 'x' amount of time? Is this growing your page or community by 'y' amount over time? Whatever it is, lay these things out and closely monitor progress. Test and change as you go along!

These metrics are but a single indicator. Especially these days with bots, fake profiles, pods for hire .. these metrics may not be reflective. Instead, looking for stronger engagement that truly reflects what a human feels in the form of a comment or a repost with a thoughtful opening is valuable.

These metrics are all pieces that should be considered, but don't forget about the metrics of your medium. For example: trying to become a top voice on LinkedIn? Do some research on the best times and days to post your content. Look at the type of content that does well - is it short form, long form, have a picture along with it? Ask yourself what metrics the medium you're using can give you so you can work smarter, not harder.

I'm still learning about how LinkedIn is evolving their metrics in AI. Here's what I've learned.... The Cybersecurity community can be an introverted one and the branding in our field has been one with a low profile to engage. I respect. Many are taking off in their business ambitions, so impressions, posts, awards, and followers will be their goal. For others, engagement, friends, relationships, referrals, community, and helping others can be goals. Some have burnt theirselves out on social media upkeep. Some CISO friends dont engage for popularity. I've learned to respect those persons communications too. I've never known anyone to truly "sell" across social media. They might be able to educate over it, but true selling is taken offline.

Measuring the effectiveness of social media activities in building relationships involves tracking pertinent metrics. Engagement indicators like likes, comments, and shares show audience interaction, reflecting interest and potential relationship development. Increase in followers signals growing reach and community. Analyzing conversation depth through direct messages or replies gauges meaningful connections. Tracking referral traffic from social platforms to your website indicates relationship growth. Monitoring sentiment through sentiment analysis tools determines audience attitudes. Regular monitoring of these metrics helps gauge relationship-building success and adapt strategies accordingly.

In my experience, most metrics are surface level and rarely tell the whole (or real) story. Don’t worry so much about metrics. Focus on engaging, listening and connecting. That’s how you gain an audience, by knowing and understanding them and then providing the value they require. Of course there are metrics to track this and all other aspects of the journey and you should track and utilize the ones that are most useful to your specific journey and outcomes. This will of course differ case by case.

I find the headlines of these articles don't always fit with the content. For instance, the title of this one was "How do you know if your social media activities are building relationships?" yet this section is about engaging with your audience. While engaging with your audience is certainly important that doesn't have to do with how you know you are building relationships. Yes, you should absolutely engage but how will you know that is building relationships? - When people engage back and it becomes a conversation - When people reach out for your opinion or to invite you to an event or podcast - When it is not a one-way dialogue

I think this is soooo important: it's easy to be seen "just this person on the Internet", almost like a product in itself, and not a real person with whom one can engage. Even I myself get surprised when someone who's sort a celebrity in my head responds to my comment or share, so I try my best to thank people for engaging with what I'm sharing and to validate the importance of diving into that topic.

This is super important. It shows respect and empathy for folks who have engaged with your post, article or video. Over time, it can really build strong relationships and bonds with absolute strangers.

Personally, I find that engaging my audience on social media transcends mere interactions; it's about nurturing a virtual space where ideas and perspectives converge. Through authentic responses, relatable anecdotes, and genuine curiosity, I aim to create a sense of camaraderie that extends beyond the digital realm, fostering connections that are both enriching and enduring.

It is important to always keep sharing content of high quality with your audience. At the same time interact with their posts/ contents, sharing your comments, point of view or asking if necessary.

Again, it seems as if this same paragraph is in multiple Collaborative Articles, and yes, it can be beneficial, but what does it have to do with knowing if you are building relationships? Reaching out to influencers, to me, is less about building relationships because it is a transactional arrangement.

This is a tricky one to comment to. Why? Because today, though Influencers might see you, they may forget to see you because of their journey to be focused on being heard themselves. How do YOU overcome this, and expand your reach amongst the noise? You simply be true at what you do and remember that you are a partaker for a reason. Finding mutually beneficial relationships are key in "Sales", and sharing your success stories will be a good example for all of us to see folks to thrive. If you see someone that interests you, reach out to learn a little more about them, or help them. If they are evasive to engage you, its because there's still growth in the smallest of big ambitions, but have faith they will eventually see you. Be genuine.

First, track engagement metrics. Meaningful interactions show that your content resonates with your audience and may attract influencers' attention. Second, observe the growth of your follower count and the quality of followers gained. Third, assess direct interactions with influencers with meaningful conversations. Fourth, monitor collaboration opportunities. Lastly, track website traffic from social media platforms. Remember, building relationships and connecting with influencers is a gradual process. Consistency, authenticity, and providing value are key. Regularly evaluate these metrics to refine your approach and ensure you're on the right track.

Nothing better than leaning on the experts and like minded individuals. Study what’s worked for them, and mimic it. Iterate on what didn’t.

This is a way to bring attention to your content. By interacting with influencers, sharing opinions, and asking in their posts, you trigger curiosity in them, increasing the chance of their taking a look on your profile and content or even sharing some insights with you.

I believe that this is by far the most important aspect of communicating - if you are being authentic, there is no need to overthink your "brand" and the consistency and tone will be recognized and well-received by those who engage with your message

When building relationship in social media, I find that its important to find a way to connect with others. Some will connect in doing for others, some will will attempt to achieve in their Leadership stance before they can connect with others. It doesnt have to be either or before you should feel comfortable to connect. Simply put yourself out there for the educating, learning, and getting to know someone else, and see what the universe naturally brings to you. Worry less about your number of "followers", or who you know today. Know that tomorrow, you will be somewhere better, and you will have been true to yourself in staying who you are. You can do this! There are many in favor of an "US" mentality that will have us thrive together.

Building meaningful relationships through social media requires consistency and authenticity. Consistency involves regularly sharing content, responding to comments, and engaging with others' posts. This shows your commitment and helps maintain connections. Authenticity is key. Be genuine in your interactions, sharing personal insights, opinions, and experiences. Avoid portraying a curated persona; instead, show your true self. Authenticity fosters trust and attracts like-minded individuals. Monitor engagement metrics. Meaningful interactions signify relationship building. Remember, relationships take time. Patience and a sincere approach will lead to deeper, more meaningful connections over time.

Consistency and authenticity are pivotal as they lay the foundation for meaningful digital connections. When you consistently share content that aligns with your true self, you create a space where followers can genuinely relate, engendering a sense of belonging and trust that forms the basis of enduring online relationships.

Being consistently you is essential on social media. I found my "voice" many years ago as a magazine writer. And I try to be true to that by writing the way I speak. One of the best lessons I learned in college writing classes was to "never use a quarter word when a nickel word will do." Unfortunately, many people use "big" words to impress, and it only serves to distance them from their readers.

Using non-traditional ways of expressing one's thanks to consistent engagees is very powerful. For instance, sending an audio DM or a video DM to them using this platform could be a great way to show your appreciation.