When people want to create a social media presence for themselves or their organization, they often start with “hard skills.” They therefore spend a significant amount of time understanding the mechanics of social networks: finding content, highlighting it, defining the time and format of the publication. It seems logical, but is it enough? In my opinion, no. Remember your job interviews… The recruiter is certainly very interested in your skills, but they are primarily looking to discover your soft skills. I therefore suggest we revisit some “basics” regarding interpersonal skills on social networks.
Digital creates a particular communication context: distances vanish and language is simplified. This type of communication breaks down barriers, and users sometimes forget the basic rudiments of politeness. All too often, they go straight to the point with the sole aim of promotion or sales. With their posts and regular reminders of discounts, they invade our feeds. Let’s stop for a moment: is this technique effective when starting out on social networks?
Think about what you do with a flyer you were forced to take in the street when you’re in a hurry? The chances that you will read even the title of what was offered to you are quite low. A person met at a party who approaches a subject they are passionate about after taking the time to get to know you is more likely to capture your attention. A speaker at an event whose presentation inspired you has an even better chance of drawing you toward an idea/product. And what can be said about a long-time friend…
Admittedly, some will say it takes time to build lasting relationships. No doubt, but it is in the long term that we build and lead a community on social networks. And that is exactly where “interpersonal skills” come into play.
To solicit the attention of your followers, keep in mind these few simple social media reflexes that will bear fruit over time:
- Put your followers’ interests before your own
- Take the time to exchange and personalize relationships
- Consult your community regularly
- Think of your community by developing a regular active presence
- Gain credibility by providing real value for readers
- Your promotional publications should not exceed 1/5 of your total publications
In summary, to earn your legitimacy on social networks, do not impose it; build it brick by brick with kindness and by listening.
