How To Create Emotionally Invigorating Social Media Content

By on July 14, 2011

The success of your social media site hinges on your ability to connect emotionally with your target audience. But how do you create emotionally arousing content, that will turn readers into loyal fans, and long term clients?

social media interacton

Courtesy of thenextweb.com

Research indicates that a person’s decision to buy a product or service is largely emotional. We already know if they like your business better than other companies, they are more likely to become your client. That’s why personality, likeability and passion are three key ingredients that you need to have in your social media content.

The Art of Personality

Businesses on Facebook, Twitter and LinkedIn are expected to be like real people – which in fact they are, depending on who is doing the posting. You need to infuse your content with as much personality as you can, in order to get an emotional response from your readers.

This means finding the right balance between creative, personal and opinionated content. Use first person speech, and weave personal stories into your content. Try to steer clear of depicting your business as a faceless organization. Be as transparent as you can, without sounding false. Remember that stories are supposed to bring you closer to your readers, not push them away.

Being Likable on Social Media

Likeability is an understated, yet highly important part of any social media content strategy. If your fans or readers don’t like you much, they’re not going to care about what you have to say. To make them like you, approach them on common ground. Spend time creating content that really interests them, solves a problem they’re having, or makes them feel good about themselves.

When you are proactive in your content, and have a variety of media on offer – it rapidly increases your likeability. This is because people remember more when they are doing or watching something. Videos of you doing and teaching, are a brilliant way to build an emotional connection with your fans. The more they see your face and hear your advice – the more they’ll trust you.

The Passion Curve

Content needs to have a tone, which is what is lacking in many content strategies all over the globe. Passion, and getting other people excited about your business, products and services, is a direct route to social media success. One of the most shared subjects on the internet is motivation, and positive affirmations.

When you are passionate and positive about your business, it becomes inspiring for others that consume your social content. It’s also infectious, and a lightning fast way to make real emotional connections with your fans. The next time you plan your content strategy, remember personality, likeability and passion.

Healthy doses of these in all of your content will lead to a wonderful, vibrant social media community. Don’t just sit there, get cracking!

How do you connect emotionally with your fans? Do you have any tips you’d like to share with us? Please leave your awesome comment below!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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