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Being Buttoned Up On Social Can Hurt Your Bottom Line

buttoned-up-on-social

We have a few corporate clients who insist on being buttoned up on social media. That means no humor, no witty banter, and certainly no emoji usage.

At first glance, you can understand why corporate brands may take this stance.

But guess what? Being buttoned up on social may be costing you BIG TIME.

buttoned-up-on-social

Are You Not Entertained?!

Remember the famous line from The Gladiator when Russell Crowe screams out, “Are you not entertained?!”

via GIPHY

This is what you, as a brand, should be asking yourself about your online communities.

A 2016 survey by Sprout Social showed that over 50% of people surveyed said they follow a brand because they’re entertaining.

sprout-social-follow-actions-2016

People use social media as a form of escapism. If you’re there taking up space with stuffy, information-only posts, you may find yourself unfollowed.

You can remain professional and still post content that is

  • Interesting
  • Funny
  • Creative

The bottom line for your bottom line: People love to laugh. And sharing things that are funny or entertaining can make you more relatable.

Emojis Add An Emotional Punch

We hear some people are dead-set against the use of emoji. Understandable.

However, Adobe may change your mind on being buttoned up on social media — especially when it comes to emoji.

Their 2019 Emoji Trend Report, which includes responses from 1,000 teens and adults who use emojis at least weekly, gives more than a few good reasons emoji use is smart:

  • 82% of respondents use emojis in text messages, making texting the preferred medium for emoji usage.
  • On social media, emojis reign on Facebook (48% use them there), while Instagram (21% usage) comes in second.
  • Over half of emoji users (51%) are more likely to comment on brands’ social media posts when emojis are present.
  • Almost half (48%) of respondents are more likely to follow brands that use emojis on social media.
  • 44% of respondents answered that they are more likely to buy products that are advertised using emojis.

Not only do emojis add an emotional punch, but they also add to the bottom line.

Reactions Are A Clue

Remember when the boring ‘Like’ button was replaced by reactions on Facebook?

You may think that’s platform-specific, but you’ll do well to think again!

Arguably, LinkedIn is the most professional social media network. But even they are taking a stance on being buttoned up on social media.

LinkedIn recently expanded its own options with the following reactions:

  • Like
  • Celebrate
  • Love
  • Insightful
  • Curious

linkedin-reactions

[Image Source]

Apparently, even the most professional and polished sites understand the need for consumers to express their feelings on social.

The bottom line for your bottom line: Even LinkedIn sees emotional “fluff” as an opportunity to create stronger online connections and boost engagement with their community.

Being Buttoned Up On Social Thwarts Big Opportunities

While it may seem more professional to remain buttoned up on social, the data shows that this attitude falls short.

The stats don’t lie! On social, emotionally engaging your audience is vital to the success of your business.

Facebook even hinted at three ways to make your content memorable and interesting:

  • Makes people laugh
  • Makes people cry
  • Surprises people

To combat being buttoned up on social, focus on storytelling, use visuals and copy that elicit emotion, and focus on being entertaining.

Are you buttoned up on social? How’s that working for you? Let us know in the comments section below!

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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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Sprout Social Agency Partner & Founding Member
Category: Social Media Marketing, Social Strategy
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