How to Grow Your Social Media Following

In social media’s early days—back when brands first began getting serious about building their followings—the thinking went like this: Avid social media users were eager to follow brands solely for the purpose of aligning themselves with that brand’s identity. Essentially, if you cultivated an exclusive-feeling brand via a series of ultraslick posts, followers would flock. Maybe that tactic worked for a time. But the recent ­Millennial Shopping Report, published by popular coupon website CouponFollow, found that consumers no longer follow companies simply to join their branded tribe. Just 7 percent of the 1,000-plus millennial-age respondents said they follow brands to “participate in an online community.” By contrast, a whopping 79 percent said they follow to find deals and save money. But if deals and discounts were the only motivators, Tiffany & Co. and Red Bull

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