Social media is a pivotal element to any successful Direct Selling business – especially now that virtual events are more popular than ever! The number one thing to understand is that with social media, YOU are the product that interests your audience.

“Wait, what? I’m not the product – how does that work?” On social media, your followers want to scroll through their news feed and feel like they’re looking through a window into your interesting life. People buy YOU before they buy your product or business. Therefore, resist the urge to post the easy, cold sales messages and brand-blasting. Your site should not be a constant commercial. Most people will be turned off by too much marketing, which will cause them to permanently tune out.

In order to make this work for you and your audience, you need to be authentic when sharing your life. This doesn’t mean you have to “over-share” and reveal every little thing, but offer your genuine experiences. This includes anything from heartbreaking losses to extraordinary wins, and everything in between. The goal is to develop a relationship with your audience. You want them to feel as is if they know you, and that you’re always being honest and upfront with them.

Think about topics and themes that create an emotional impact for you. What makes you laugh, cry, or stomp your feet in frustration? What inspires you to dream, take action, or want to create change? The key to effective engagement is incorporating pieces of your personal life into your posts that others will relate to. Strive to be engaging and post with purpose. That way your audience will feel as if each post was created specifically with them in mind.

These social media relationships are nurtured through responsive interaction. Don’t just post each day and disappear. You need to block out enough time to respond when someone comments on your post, with at least a “like” acknowledgment even if you don’t write anything back. Create clear boundaries for yourself when doing this. As your network continues to grow, you may need to make the extra time to stay involved. Treat your Facebook friends like actual friends. Ask questions and respond when your audience responds. Add a comment and like their posts; and send a Happy Birthday or Anniversary wish when appropriate.

Of course, some direct sellers have a natural inclination toward social media, and you may feel you are hopelessly behind or that you’ll never be able to post as frequently. Remember that it’s the quality and consistency of your posts and interactions, not the quantity, that is important. One engaging post a day is better than 5 memes that don’t really make a connection. And don’t hesitate to look upline for social media training and support. In most cases, they have a path to follow.

The keys to a successful social media campaign are strategic planning and consistency. Make this part of your marketing plan for 2022. Start with monthly themes, then break it down into weeks and days. Choose topics that not only relate to the interests and activities in your life, but especially those of your audience. I like a mix or a rotation of educational, curiosity, personal, business and mindset posts

When you bring your authentic self to your social media, you’ll find people are drawn to that authenticity. Let your true spirit shine through and others will want to be a part of it!