How Empathy Leads To Social Media Engagement

It’s easy for companies to believe that they’re impacting potential customers by launching witty, beautiful content into the blogosphere. To get the most out of your social media, though, you have to really engage with people. You have to be able to LISTEN to what people are writing in order to take that step of empathy which naturally leads to engagement.

When you show empathy and interest, your customers will start to see you in a more positive light, someone who they can trust. That trust can lead to sales, word of mouth marketing, and people who become your brand advocates because you were listening and able to answer their question or meet their need.

There are a couple of great options that give you the opportunity to see/hear/respond to what people are sharing socially.

Listen in With Trackur


You can’t pay attention to every tweet and Facebook post. After all, you have a business to run. Let Trackur do the eavesdropping for you. Trackur keeps track of what people say with their social media tools, from blogs, to forum and the big social media channels. That can cue you in to what potential customers want. If they’re talking about how hot it is today, you can unleash a tweet about how nice and cool it is in your store. If people keep complaining about the cold weather, tweet that you’re snuggled in your store with a cup of hot cocoa.

Use Raven Tools to Track Important Trends

Raven Tools

Image via Flickrby planetc1

Just because you’ve gotten a little older and invested yourself in a career doesn’t mean that you have to fall totally out of the loop. Well, at least you don’t have to as long as you have Raven Tools on your side. Raven Tools has a social media monitoring feature (on top of all their other amazing tools from analytics to epic SEO work) that will clue you in to the latest keywords and hashtags. That way, you can stay on top of trends, even when you’re buried under your accounting books.

Pay Attention to Twitter


Image via switched

People write all kinds of things on Twitter. Some of it is poignant and revealing. Most of it, however, just describes what they’re going through in the moment. When you use Twitter to pay attention to what your customers need right now, you can offer them solutions to their problems. For example a hair salon in Seattle: if it’s a rainy day and a lot of people keep tweeting about how the moisture ruins their hair, you can send out your own tweet announcing that your salon is giving makeovers at a discount. You’ll keep your business full and your customers will think they’re the luckiest people in the world.

Identify Your Trendsetting Facebook Friends

Facebook Friends

Image via Flickr by Viernest

Don’t make the mistake of thinking that you have to use your business’s Facebook profile to appeal to everyone. When it comes down to it, you’re better off trying to connect to trend-setters who will motivate other people to pay attention to your products and services. Pay attention to who gets the most likes, shares, and comments on Facebook. Those at the top of the list probably have a lot of influence. Once you know who they are, make your move by posting your own comments on their profiles. Soon, they will start to see your small business as a friend that they want to support.

Empathy makes everything better. It not only helps people feel like their being taken care of. It can help your business thrive. What other ways could you use social media to make your business look more human?

About Timothy Carter

Timothy Carter is a digital marketing consultant. An internet marketing veteran 18+ years, Timothy has experience helping small business, solo-preneurs in both B2B and B2C markets dramatically increase their organic and social media traffic to their businesses. Currently the Director of Business Development for the Seattle-based agency, AudienceBloom. When not writing for MarketingLand, SmallBizTrends, MarketingProfs or working, he's enjoying life as a father, husband, playing disc golf, enjoys a good cigar, drinking Kona coffee and making plans for his next extended trip to Hawaii.


  1. Thanks for sharing Trackur with your readers!

  2. Great tips! Thank you for including Trackur 🙂

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