It is February 14th – that means love is in the air. This time of year is about love and generosity. Make sure that that love extends to your online network. Use this Valentine’s Day as a reminder as to the real reason you are on social media in the first place.

When it comes to managing your social media, remember that you are in this for a long-term relationship – not just some fling. Companies and brands are at a point where they are trying to figure out the “keys” to social media. In doing so, tracking metrics has become a measure of success. Although they are important tools, social media is not just all about numbers. It is great to follow users, add friends and get “Liked.” But more than that it is about following through, having meaningful conversations, and building real communities. Make sure that while you are keeping track of data, you are still keeping track of conversation. If your content is not getting reposted, don’t fret. Instead acknowledge the people that did respond. Reply to their comments and continue the conversation by asking another question. The people that comment on your content are users that are actually engaging with your brand – they may be interacting with you for more than just a discount deal or coupon code.

February 14th usually has people evaluating the relationships that are important to them. Use Valentine’s Day as a way to show your users that you care and that they are important to you and your company. Share content that would be helpful to somebody today.  Share a romantic idea, a funny love story, singles inspiration – get creative. Let your followers and social media friends in on the love that is in your company. How did your company start? Probably with a passion or love for your product or service – share that.

Nurture the social media connections you already have. Whether your users are married, in a committed relationship, have a crush or are celebrating love with family and friends – Valentine’s Day will is sure to be on their minds.

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