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Toke Kruse

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Five ways to successfully nurture your social channels


Are you making the most of your social media activity? Toke Kruse gives us some short sharp pointers.

Are social media really important? Well, Facebook has about 1bn users, Instagram hosts 150m shutterbugs, and Twitter boasts 93m micro-bloggers. Need I say more? If you’re a marketing specialist tasked with maintaining social channels, here are some best practices for connecting with your followers.

Give them what they’re seeking

Even in social media, content remains king. Netizens follow accounts primarily for information, so if you’re after an engaged readership, give your followers what they expect and deserve.

While it is safe to assume followers are interested in company updates and promotions, you should go beyond that common practice once in a while. Do share news, articles, tips, and opportunities that concern your readers. Do let them know of the latest trends, not only in your company but in the entire industry. For instance, if you keep an SEO-related page, alert your followers every time Google changes its search engine algorithm.

Your words convey a personality

When sharing updates on social media, 'how' is equally as important as 'what.' Should you use a casual style, or something more formal? Should you write in a humorous, logical, or conversational tone? There are no perfect answers to these questions. What truly matters is that you use a voice that conveys your brand and appeals to your prospects. If your writing style doesn’t draw the desired response, don’t hesitate to make some changes.

Interaction is a form of customer service

Some social media accounts catch little catch attention because their timelines exemplify one-way communication. This is very disappointing to potential followers. If you don’t check your followers’ responses, inquiries and comments, you neglect their presence and loyalty. You also miss the opportunity to find out how you can address their most important needs.

Add life to your social channels by consistently acknowledging positive feedback, responding to negative comments, and answering questions. Post polls where your followers are encouraged to voice their ideas. Join conversations to nurture customer relationships. Think of exciting games that require followers’ participation. Be friendly and warm.

Consistency is key

Be consistent in your online presence. If you update your channels regularly, you’re giving your followers a reason to pop in every now and then. You can’t be active for months, then disappear for weeks and still expect people to stick around. Irregularity causes loss of interest in your products and services.

Mind your manners

Show respect for your followers by practicing good online etiquette:

  • Don’t over-post and over-share. Your followers will find you exhausting.

  • Don’t abuse hashtags just to 'gain visibility'. You’ll be regarded as a spammer.

  • Don’t commit copyright violations. Credit sources properly.

  • Don’t use derogatory words. It will affect your brand and company.

  • Don’t broadly publish a message intended for one person only. Use a direct messaging feature.

  • Don’t engage in promotion when your followers have been affected by a tragedy. Be empathetic.

  • Don’t respond to insulting comments. Just delete or ignore them.

Do you know other social media practices that foster trust? Feel free to comment below.

Toke Kruse is the CEO of, a leading provider of pre-designed PowerPoint templates. Toke is a graduate of Copenhagen Business School and has launched nearly a dozen companies since entering the world of entrepreneurship at the age of 18.


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