Well, it’s that haunting time of the year yet again–Halloween is coming around. So to celebrate, we’re telling ghosts stories. Specifically, we’re talking about social media ghosts—aka the silent majority, or those who consume content without offering much in the way of feedback.
Here are the facts: only a small, single-digit percentage of followers and friends post comments on your company blog or Facebook. At the same time, having an active presence on Facebook, Twitter, and LinkedIn is becoming more and more necessary. Doesn’t this sound contradictory? The key to reaching out to those lurkers who remain silent is to stay active yourself. When a question or comment does pop up, respond right away rather than letter the days or even weeks slip by. A quick response time indicates to your audience that you’re an active company willing to interact with customers on a one-on-one basis.
It’s important to remember the ghosts, because the Internet at large is consumed in a rather one-directional medium: from content providers to information seekers. As you define your brand on your online space, keep your messaging comprehensive enough for all.