Beyond the Likes: Building Real Connections Online

Shift from transactional to relational

OVERVIEW

Social media has shifted from simple connections to a vital marketing tool, but its essence remains building authentic relationships. By listening, engaging, and providing value, businesses can turn followers into loyal, connected communities.
 

INDEPTH

Social media platforms were initially created to connect people like the neighbor you had in third grade you lost touch with or a college roommate who moved to the West Coast. Over time, they have evolved into powerful marketing tools, but the core principle of connection remains. For businesses, this means the goal of social media marketing should extend beyond just broadcasting messages. It's about building a community, fostering trust, and creating authentic relationships with your audience.

Achieving this level of connection digitally can seem challenging. With algorithms constantly changing and countless brands competing for attention, how can your business cut through the noise? It requires a thoughtful, human-centric approach. This article will explore why genuine connections matter on social media and provide actionable strategies to help you foster them, turning passive followers into a loyal following more like a community.

Why Do We Use Social Media?

At its heart, social media is about community and connection. People use platforms like Facebook, Instagram, and LinkedIn to share experiences, stay in touch with friends and family, and join conversations about topics they care about. They follow brands not just for promotions, but for content that educates, entertains, or inspires them.

A few companies that excel at connecting with their followers are Wendy’s and Taylor Chip. Wendy’s has built a reputation for its clever use of sarcastic humor, often incorporating playful misspellings and a mix of lowercase and uppercase letters that give their posts a casual yet distinct personality. On the other hand, Taylor Chip Cookie Company captivates audiences with engaging “day in the life” videos that offer a behind-the-scenes look into their operations. Both brands effectively highlight the human side of their companies, showcasing authenticity and relatability, rather than just focusing on business.

When a business understands this fundamental human need for connection, its social media strategy can shift from transactional to relational. Instead of seeing followers as numbers, you begin to see them as individuals. This perspective change is important. A brand that successfully builds a community creates a space where customers feel heard, valued, and understood. This fosters loyalty that goes far beyond a single purchase. It creates advocates who will share your content, defend your brand, and provide invaluable feedback.

How to Create Authentic Connections on Social Media

Building genuine relationships doesn’t happen by accident. It requires a deliberate and consistent effort. Here are several practical strategies your business can use to foster authentic connections with your online audience.

1. Listen First, Post Second: The most effective way to connect with your audience is to understand them. Before you plan your content calendar, take time to listen. What are your followers talking about? What questions are they asking? What challenges are they facing? When people feel like you're listening, they are more likely to engage.
2. Show the People Behind the Brand: Authenticity often comes from transparency. Don't be afraid to show the human side of your business. Share behind-the-scenes content, introduce your team members, and talk about your company's values and mission. People connect with people, not faceless corporations. A post celebrating a work anniversary or showing your team volunteering can often generate more meaningful engagement than a polished product advertisement.
3. Engage in Meaningful Conversations: Engagement is a two-way street. It's not enough to post content and wait for the likes to roll in. You need to actively participate in the conversation. Respond to comments and messages promptly and personally. Ask open-ended questions in your captions to encourage discussion. When someone shares your content, thank them. These small interactions show that you value your audience's input and are genuinely interested in what they have to say.
4. Provide Value Without Expecting Anything in Return:  Your social media feed shouldn't be a constant stream of sales pitches.  Who wants to read that?  Focus on providing value to your followers. This can come in many forms: educational content, helpful tips, entertaining videos, or inspiring stories. By consistently offering content that helps or interests your audience, you build trust and position your brand as a helpful resource. When it comes time to promote a product or service, your audience will be much more receptive because you've already established a relationship built on value, not just on transactions.
5. Be Consistent and Patient:  Building a strong online community takes time. It won't happen overnight. Consistency is key. Maintain a regular posting schedule and a consistent brand voice across all your platforms. Keep showing up, listening, and engaging with your audience. Over time, your efforts will compound, and you will begin to see a loyal and engaged community form around your brand. Patience is a virtue in social media marketing; the strongest relationships are the ones built slowly and steadily.
6. Quality Over Quantity: Be intentional with your content. Posting for the sake of posting can dilute your message and overwhelm your audience. Instead, focus on creating high-quality, meaningful posts that resonate with your community and align with your brand values. Each post is an opportunity to provide value, inspire engagement, or tell your story—make it count. It's better to share fewer intentional pieces that genuinely connect with your audience than to flood your platforms with content that lacks direction or purpose.

How a Partnership Can Elevate Your Strategy

Implementing a thoughtful, connection-focused social media strategy requires time, expertise, and resources that many businesses may not have internally. This is where forming a partnership with a dedicated marketing team can make a significant difference.

At Intrada, we function as an extension of your team. For over two decades, we have worked alongside our clients, recognizing that technology and marketing are the tools, not the entire solution. The solution comes from a deep understanding of your business and your customers. We help you design and implement a social media strategy f

ocused on building the authentic connections that drive long-term growth. Our approach is collaborative; we work with you to understand your goals, your audience, and your brand's unique voice.

We believe that great service is purposefully designed into our practices. By partnering with us, you gain access to a team of professionals dedicated to refreshing and refining your social media presence, allowing you to focus on running your business while we help you build your online community.

Ready to Build Your Community?

A strong social media presence is built on more than just follower counts and engagement metrics. It's built on the foundation of genuine human connection. By listening to your audience, showing your human side, and consistently providing value, you can transform your social media platforms into thriving communities.

If you’re looking to create a more meaningful connection with your audience, consider how a strategic partnership could help. A dedicated team can provide the tools, expertise, and support needed to build and nurture the relationships that will help your business thrive.