Mediaboss Marketing

Your brand's social media content should aim to inspire, educate, or otherwise provoke positive associations in the minds of your customers. Getty Images/RealPeopleGroup

If youre an entrepreneur or small business owner, theres a good chance you understand the importance of social media for your brand. It can help you engage with your audience and land new customers while retaining current ones.

The one aspect of social media that you might not have thought about is disengagement. Why would your customers distance themselves from your brand and what can you do to reduce their risk of doing so? According to researchers at University of Arkansas and Northeastern University, many consumers choose to disengage from a brand if they see socially unacceptable mentions of it.

When you put yourself in a customers shoes, it makes sense. If youre loyal to a brand and frequently spend your hard-earned money on their products or services, a socially unacceptable mention will likely rub you the wrong way. It can invoke feelings of shame and motivate you to unfollow the brand. You may disassociate yourself with them anymore and turn to a competitor. Of course, this might not be the case if your brand connection isnt as close and you can simply move on.

No matter your industry or how long youve been around, you should anticipate negative brand mentions.

Fortunately, entrepreneurs and small business owners like yourself can take certain actions to keep your highly connected customers happy and engaged on social media:

No matter your industry or how long youve been around, you should anticipate negative brand mentions. Even if you do everything right, there will likely be a brand mention or two that plays on a loyal customers heartstrings and results in vicarious shame followed by disengagement. By being aware of this and taking steps to mitigate it, you can set your brand up for success.

CO aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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Published August 16, 2023

Original post:
How to Handle Lack of Engagement With Your Brand on Social Media - CO by the U.S. Chamber of Commerce