Brands have since moved their form of communication from the brick and mortal wall to various social media platforms they can operate best. It is important to note that communication forms a vital role in building a strong brand whilst attracting and retaining customers.

The role social media has played in this cannot be overemphasized as it has opened myriad of opportunities to small, medium and big companies to reach out to new and prospective customers at little or no cost. Social media engagement with other users is prime in building a particular brands community. Social media allows you to directly connect with customers, prospects and brand representative, it is also an avenue for the brand to reach out to consumers on products and challenges. Having an engaged audience is a big asset that a brand can have. But do you know how to use social media to grow relationships with your audience and also communicate effectively?
The following are tips to effectively engage and communicate with your audience.
• Determine your voice and tone.
• Be ‘social’ on social media.
• Respond to comments appropriately.

1. Determine your voice and tone.

Different types of brands have their own audience and the manner in which they use in communicating differs from one another. It is important to decide how you want to communicate with your audience, it is ideal for you to either stay formal or casual in your conversation. Records have shown that brands that have a casual tone tend to be more engaging than brands with a very strict formal tone. It’s yours to decide which to go as the kind of business you run in a way has its influence in your decision – notwithstanding that a friendly tone to whatever you decide will help.

2. Be social on social media
The idea of social media is to be “social” on the media platform. A lot of brands have failed in this aspects as they have neglected the being social and just promote their businesses and trade. Social media platforms are avenue to reach out, reach out to influencers, engage with customers and meet new ones. Social media is about relationships you build and keep, it’s not only those related to your business that you interact with, leave your comfort zone, reach out and broaden your horizon.

3. Respond to comments/feedback appropriately.

The space in social media is so wide that there is an opportunity for everyone to comment about a product or service.
Although, it may be pleasing to respond to positive feedback alone and neglect negative ones, don’t. Instead respond to positive feedbacks, thank your community and invite them to share more stories about your product or service.
When you receive a negative feedback, it is most likely because someone is complaining. Take it as a constructive criticism and respond in time. Comments too should responded to appropriately to avoid crisis. A recent example is the back and forth that ensued between customers and a popular Nigerian company that sells electronic accessories online. A customer drew their attention to the difference in price on their website and what was tweeted at that time. The accessory company in turn backlashes her and in return got loads of negative comments from other people that in turn will affect the company’s brands, as they did not display a high level of customer relationship and appreciation.