All the people that become recognized in the digital environment have something in common: as well as establishing a clear personal brand, they develop interpersonal relationships with their followers, creating a connection that allows them to show who they are and what they want to contribute to their community.
Constructing interpersonal relationships is a gradual process that requires time, patience, consistency and effort. Trust and having things in common with another person, allows to develop significant ties, something that in digital translates to having a community that guides itself by the opinion of a user with whom they feel close.
Usually we believe that when talking about interpersonal relationships we refer to how we act in front of other people, but in a digital environment it is not possible to develop a non-verbal communication, which is why it is necessary to have a clear message that allows to nurture the ties with a community who you will hardly see face to face.
It is here where the importance of digital assets such as social media lies: These are the channels through which you will be known and you will establish close relationships with your followers. That is why, it is essential to know how you must structure your content in order to develop deep interpersonal relationships that allow you to position your personal brand.
Structure your digital assets in favor of an interpersonal relationship
As well as in real life, digital relationships are based on assertive communication: it is necessary to understand that each message has its right time and space. To achieve this interpersonal communication, you must structure your digital assets in three stages:
- Conjunctural: In the first stage it is important to “break the ice”, and you are not going to do it if you speak to your community from the start about complicated subjects or in hard to understand language. When you start a conversation with someone that you just met, you do it about trivial things: the weather of the day, the traffic in the city or any subject that allows you to be on the same level as your interlocutor.The same thing happens on digital environments: you should start directing your messages about bland topics, that allow users to understand that you go through similar situations to them and even, that you have similar tastes and opinions.
- Content Pillars: How to strengthen a relationship with another person? The easiest way to do it is through common tastes that you have with them. Applying this to the digital environment is very simple, because if for example, you want to position yourself as someone who is an expert in digital marketing, you will know that your audience is interested in subjects related to this. The important thing is that you show interest for your community by trying to discover those things you have in common and under which you can develop a content strategy.
- Content tone: This final stage is where you can start to talk about yourself, but you must be very careful not to send a message where only you matter. It is essential that you talk about yourself considering how your opinions, experiences and skills can add value to your users. Your personal brand is going to be more effective if you put your knowledge to the service of others
How to develop interpersonal communication?
It does not matter if you are a brand, a personal brand or if you just want to sell a product; developing interpersonal communication will allow you to create a better reputation and even generate memory in an audience.
A great example of interpersonal communication are the social networks of Picap, because each of its messages allow the community to feel identified while positioning its service and generating a conversation around them.
To develop this type of communication in your digital assets you must consider that interpersonal communication is a dynamic process that consists of four stages:
- Initiation: This is the first encounter we have with someone, here we can see the impact it generates on us. This initial construction is based on controlled interactions that are handled in a “polite” way. Here simple topics are handled through cautious messages.
- Experimentation: In this stage formality barriers begin to break down and messages can have humoristic tones; at this moment people start to discover each other.
- Stabilization: Here is where people start to share their values and shared beliefs, in the same way, cooperation grows and joint decisions can be made thanks to the active listening of both parties.
- Integration: In this last stage people have great trust among them, they mutually take care of their personal interests and privacy.
Applying these four stages in your content strategy makes your digital assets generate a connection with your audience, since you are treating them like a friend, to whom little by little you are giving more information and trust.
Creating this type of relationship allows your personal brand or product to stand out from others, since you will have a story to which other people can relate to, and by having this feeling of empathy they will develop a better perception of your business.
In addition, cultivating interpersonal relationships with your audience will give you the insights you need to provide them with value content; by knowing and taking into consideration their tastes, personal experiences and opinions, you will be able to develop content that has the right impact.
Developing a personal brand is much more than taking a space in a digital environment to talk about yourself; it is creating a community in which your skills, experience and knowledge allow others to grow, inspire themselves and find a reliable source with which they can identify.
