How To Convert Likes to Loyalty: Tips For Coworking Operators To Create Social Media Magic

• Effective social media presence is crucial for building a dynamic and valued coworking community.
• Content diversity and interactive engagements, like contests and member spotlights, enhance community connection. 
• Active and authentic engagement with the audience fosters a strong community and member loyalty.

In today’s connected world, a vibrant online presence is essential for any coworking space. 

Did you know that over 74% of potential customers check out a business’s social media before making a decision? Social media isn’t just about marketing — it’s your key to building a dynamic community that makes members feel connected and valued. 

Choosing the Right Platforms

Understanding your audience is crucial in determining which social media platforms will best serve your coworking space. Consider the demographics and professional interests of your ideal members to guide your decision-making process.

For instance, if your coworking space caters primarily to freelancers and creatives, platforms like Instagram and Twitter may be more suitable due to their visual nature and emphasis on quick updates. You can showcase the aesthetics of your space on Instagram through visually appealing posts, while Twitter can be used to share industry news and engage in real-time conversations with your community.

On the other hand, if your coworking space targets professionals and businesses seeking networking opportunities, LinkedIn would be a valuable platform to focus on. You can utilize LinkedIn to highlight the professional benefits of your space, such as networking events and business amenities, to attract this demographic.

Additionally, consider the unique features of each platform and how they align with your goals. Facebook, for example, offers groups where members can engage in focused discussions and build relationships within the community. You can create a private Facebook group for your coworking members to share resources, collaborate on projects, and organize events.

It’s important not to spread yourself too thin by trying to maintain a presence on every social media platform. Instead, focus on a select few platforms where you can dedicate your time and resources effectively.

Crafting Engaging Content

When it comes to creating content for your coworking space’s social media channels, variety is key. Mixing up your content ensures that you capture the attention of your audience and keep them engaged.

For example, you can offer behind-the-scenes glimpses of your coworking space to give potential members a taste of what it’s like to work there. Share photos or short videos showcasing the amenities, atmosphere, and community events.

Member spotlights are another effective way to engage your audience. Highlighting the achievements and experiences of your members not only showcases the diversity of your community but also fosters a sense of belonging. You could feature interviews, success stories, or testimonials from satisfied members.

Polls and questions are great conversation starters on social media. Encourage your followers to share their opinions, preferences, and ideas by asking questions related to coworking, entrepreneurship, or industry trends. This not only encourages engagement but also provides valuable insights into your audience’s interests and needs.

Curating industry-relevant news and insights demonstrates your expertise and keeps your followers informed. Share articles, blog posts, or infographics that offer valuable information or insights related to coworking, entrepreneurship, or relevant industries.

Event announcements and photo recaps are perfect for building anticipation and reliving memorable moments. Whether it’s a networking event, workshop, or community gathering, share photos, videos, or highlights to showcase the vibrancy of your coworking community.

When creating content, visuals are key to capturing your audience’s attention. Use professional photos, short videos, and engaging graphics to make your posts visually appealing and memorable.

Lastly, maintain an authentic voice in your content. Ditch the corporate-speak and instead, be relatable and personable. Show the human side of your coworking space by sharing stories, anecdotes, and experiences that resonate with your audience.

Strategies for Active Engagement

Building a thriving community on social media requires more than just posting content — it’s about actively engaging with your audience and facilitating connections among members.

When members engage with your content or reach out with inquiries or feedback, make it a priority to respond promptly. Acknowledging their comments, addressing their concerns, and engaging in meaningful conversations not only demonstrates your commitment to customer satisfaction but also fosters loyalty and trust within your community.Encourage interaction and collaboration among your members by facilitating introductions and promoting member-to-member connections You can create dedicated posts or hashtag campaigns to encourage members to introduce themselves, share their interests, and connect with like-minded individuals within the community. By fostering a sense of camaraderie and support among members, you create a more vibrant and inclusive community on social media.

Contests and giveaways are effective tools for boosting engagement and generating excitement among your audience. Whether it’s a photo contest showcasing members’ workspace setups, a trivia challenge testing their knowledge of industry trends, or a giveaway offering exclusive coworking perks or swag, these interactive activities incentivize participation and create buzz around your brand. Plus, they provide valuable user-generated content that you can leverage to further promote your coworking space on social media.

Reward your social media followers with exclusive perks and benefits to show your appreciation for their support and engagement. You can offer early-bird event signups or member-only discounts on coworking memberships, event tickets, or amenities reserved exclusively for your social media followers. By offering tangible incentives for engagement, you not only incentivize participation but also strengthen the sense of belonging and loyalty among your online community.

Collaborating with influencers — particularly micro-influencers who have a smaller but highly engaged audience — can amplify your reach and credibility on social media. Identify influencers within your coworking community or niche who align with your brand values and target audience and explore opportunities for partnerships, such as sponsored content, guest-hosting events, or co-creating collaborative projects.

Beyond the Basics

To take your social media engagement to the next level, consider implementing advanced strategies that can further enhance your reach and impact.

Social media advertising offers a powerful way to reach your target audience and drive specific actions, such as lead generation or promotion awareness. 

Platforms like Facebook, Instagram, and LinkedIn provide robust ad targeting options that allow you to reach users based on demographics, interests, and behaviors. You can create targeted campaigns to promote upcoming events, highlight membership benefits, or showcase limited-time offers to attract new members or encourage renewals. 

By investing in social ads, you can amplify your message and maximize the effectiveness of your promotional efforts.

Harness the power of user-generated content (UGC) by encouraging your members to share their experiences, photos, and testimonials on social media. UGC not only adds authenticity and credibility to your brand but also serves as valuable social proof that can influence others’ perceptions and decisions. For instance, you can create a branded hashtag and encourage members to share their workspace setups, event experiences, or success stories using the hashtag. By reposting and sharing member-generated content on your own social channels, you not only showcase the diversity and vibrancy of your community but also foster a sense of belonging and engagement among your members.

Analyzing your social media performance is essential for understanding what resonates with your audience and refining your strategy accordingly. Most social media platforms offer built-in analytics tools that provide insights into key metrics such as engagement, reach, and demographics. 

By regularly monitoring your analytics, you can identify trends, track the effectiveness of your content and campaigns, and make data-driven decisions to optimize your social media strategy. For example, you may discover that posts featuring member spotlights receive higher engagement than event announcements, prompting you to prioritize similar content in the future.

Additional Considerations

As you navigate the social media landscape, remember to adapt your tone and content mix based on the specific platforms you choose. Each platform has its own unique features and audience preferences, so tailor your approach accordingly. 

For example, while Instagram may be more visual-focused and informal, LinkedIn may require a more professional tone and content style.

Consider creating a social media policy or guidelines for members to ensure a positive online environment. Establishing clear guidelines for appropriate behavior, content sharing, and engagement can help maintain professionalism and civility within your online community while also protecting your brand reputation.

By prioritizing consistency, authenticity, and ongoing engagement, you can leverage the power of social media to strengthen your coworking community, attract new members, and foster long-term success in the competitive coworking landscape.