According to a new study by LinkedIn, engagement on social networks goes up when the entity doing the publishing shows some emotion whether that’s an individual or a brand.
As with most studies this one likely falls victim to the curse of generality, the idea that one finding can be applicable to all situations. But putting that aside it does stand to reinforce a central tenet of social media marketing:
While your company is not and never will be a person, that doesn’t mean what’s published under the brand’s name has to be impersonal.
Keep in mind, though, that doesn’t necessarily mean making emotional appeals. What it does mean is that you know your audience, you’ve done the research to know what kinds of messages are resonating with them specifically, are executing accordingly and aren’t treating social channels like they’re push marketing outlets but instead part of a conversational strategy.
As usual the primary purpose of these sorts of studies is to remind you to check in on your own program, both from an analytical point of view and just from a gut-check point of view. How are things going? How are people responding? What are the pain points that are showing up? These are all valuable questions to ask on a regular basis and anytime you hear someone talking about what does or doesn’t work on social media it’s an opportunity to do just that.