What is the key to social media success? Consistency. At least that’s according to Chief David Oliver of the Brimfield, Ohio Police Department.
I decided to make my first post for this year about Consistency because it’s something that I struggle with. I think we all struggle with it to some degree. If you’re like me the tactical things like writing blog posts and scheduling updates on your various Social Media outposts are just the tip of your to-do list. You’ve also got deadlines and phone calls and emails looming out there screaming for your attention.
It’s easy to put the marketing, especially Social Media activities on the back burner for a while. But according to Chief Oliver, that’s the difference between success and failure.
To be honest, I had never even heard of Brimfield, Ohio until Zena Weist profiled Chief Oliver in one of her “Holy Social” moments on the Social Pros podcast. So last week as I listened to Jay Baer, Jeff Rohrs and Zena interview Chief Oliver I was in near amazement.
My initial reaction was “this guy is a real human being … and he just get’s it.”
You can listen to the Social Pros podcast and full interview with Chief Oliver by following this link: “Forget Best Practices – Get 100,000+ Likes with your Genuine Voice”
As it turns out, the Brimfield Police Department has a Facebook page with perhaps the most engagement of any on Facebook. Think about this:
There are about 10,600 Residents in Brimfield.
The Brimfield Police Department Facebook page has over 136,600 followers.
That’s nearly 12 Followers to every Resident.
Their engagement on the Page is nearly 70% (versus the 2 or 3% many brand pages see according to Jay Baer).
How’s your Facebook page doing?
So how do they do it? What does the Brimfield Police Department do that has so many people following them and engaging on their Facebook page? How can you grow a Facebook page (or any social media community for that matter) like this?
Chief Oliver’s methods are deceivingly simple.
Find your voice
Bring it every day
That’s how he and his Officers have built their online community. Sure they have little quirks like “Today is NOT my Birthday” and open letters to Kanye and photos of lost dogs but they’re not manufactured tactics. When you spend a few minutes reading through their posts you understand that this is a very genuine community run by real human beings and driven by interactions with real people in their physical community and beyond.
The Brimfield Police Department page has grown to be the second highest ranked page among police departments in the entire country behind New York City. According to Jay Baer, these are a few keys to how they got there. The page is:
So what can you learn from Chief Oliver and his department? How can you emulate what they’re doing to build and grow an online community that you can leverage for your firm’s success?
Write and post about what matters to your clients. This will be the topic of an entire post in the near future but for now think about it. You don’t like listening to someone go on and on about himself. Find out what your clients are interested in and write about that.
Find your firm’s genuine voice. Hint: It’s probably not in your traditional marketing sheets. Your clients aren’t interested in your marketing-speak. They’re hiring you. They want to get know you. Let us see your firm’s personality. We’re all humans; let’s act like it.
Have conversations. You have to get in the mindset of thinking of all Social Media as conversations. When someone posts a comment or question respond to it just like you would if you were in the office or at the dinner table.
Be consistent. That’s the key. It’s what I struggle with. If you post at 7am on Monday’s and Friday’s then post every Monday and Friday at 7am. Your community is expecting it. If you’re inconsistent you’ll lose them.