Wednesday Mar 06, 2019

How to Build Authenticity on Instagram with Shana Heinricy

Everyone says it: If you’re going to be successful on social media, you have to be authentic. If you think you know what that means, think again. Today, Shana Heinricy, Social Media Director for Wingnut Social, blows your mind.

Darla and Natalie talk to Shana (on her own free will) about how to achieve authenticity in social media, and why it’s different than what most people think. In addition to being Wingnut Social’s director, Shana has a masters degree in communications, working toward a Ph.D. And she’s worked in public relations and communications all of her professional life. She knows her stuff, and this episode is packed full of useful information for wingnuts.

What You’ll Hear On This Episode of Wingnut Social

[5:25] Is Shana here on her own free will?
[7:43] What does authenticity even mean?
[9:59] How brands build loyalty these days
[12:59] Authenticity and being yourself are not the same thing
[20:00] People hire personalities
[23:00] How to put your personality Why Instagram Stories
[25:00] Your design social media accounts don’t have to be all about design
[26:30] Shana simplifies for Natalie
[29:24] Whut up, Wingnut?
[38:17] A change of plans!

Connect with Shana Heinricy

Resources & People Mentioned

Authenticity builds trust, but is elusive

Darla and Natalie started out the episode asking Shana what we mean when we talk about authenticity, and Shana discussed how there’s been a breakdown of trust of brands on social media lately. Whether it’s because of reports of data selling or social causes like the #MeToo movement, it’s difficult to build trust. So being “authentic” can sometimes come off as inauthentic.

Shana has a test for whether you are being yourself on social media or not. If you take a look at your post before you post it, and ask yourself, “Could this caption go on another photo? Is there anything about this caption that is unique to me?” If it feels like it could go somewhere else, it’s probably a little too generic.

Building brand loyalty on social media

Brand loyalty may seem like a thing of the past, but as Shana says on this week’s episode, you can still build brand loyalty, but it takes a different form. Consumers feel loyal to brands who share their values. And there is a danger to airing your values, of course. You may alienate those who don’t share those values. But you will find that potential customers feel an alignment with you if they know what you stand for and agree with it.

But that doesn’t mean that you put everything on your social media. Everything should be curated. And as Shana says, “authenticity is manufactured.” You have to be authentic, but you also have to share the authentic parts of you that you want people to see. (Downing a pint of Ben & Jerry’s on the couch may not fit, in other words.)

Connect With Darla & Wingnut Social

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