Are your ears burning? Somewhere on social media, teachers are discussing their need for your product, or if you’re lucky, your brand itself. Sounds like a conversation you should be part of, right? It’s kind of like joining a conversation at a party; you want to be a natural and welcome participant, not a walking infomercial that no one invited. So, before you jump in, it’s helpful to think about who’s at the social media party and why, what education topics they’re likely talking about, and what you can add to the conversation.
Social selling to teachers.
Teachers everywhere share common goals and challenges, so social media is a natural fit as their virtual break room. They talk education policy in Twitter chats, pin curriculum ideas on Pinterest, show off student projects on Instagram, and so on.
Teachers are avid social media users.
Increasingly, teachers are part of the purchase process. They search and identify products to use themselves, recommend products to peers, and in many cases, are now part of formal procurement committees. Being top of mind with teachers is a requirement for brands targeting education. And you can bet your competitors know that.
Teachers are key influencers in purchase decisions.
Education is a calling, and educators take their mission personally. They prefer brands that engender trust and are helpful and responsible. Social media is a platform where you can showcase your brand’s commitment to education and build relationships that will lead to brand awareness, openness, and ultimately loyalty.
Establishing your brand as a trusted ally is the key to social selling.
Like people, each social media channel has its own personality. Facebook is chatty and personal, Pinterest is focused and visual, Twitter is topical and of-the-moment.
How do you know if social is right for your brand?
Setting the right social strategy for your brand is about choosing the right channels, crafting posts that teachers will want to retweet, share, or pin, and establishing your brand as a smart, helpful “friend,” i.e., a welcome contributor to the ongoing conversation, not an intrusive infomercial.