A targeted social media strategy offers big opportunities for businesses of every size. Social media can be a channel for stronger customer relationships, brand awareness and promotions.
But social media can be a double-edged sword, creating both positive and negative images of your company with far-reaching effects. Here are some easy-to-deploy tips to create positive impacts, while avoiding negative effects on your company’s reputation and brand.
How to Make Your Social Media Page Say ‘We Get It’
You’re doing social media right if your page:
- Creates conversations: Blatant promotional updates are boring. Social media is not about you; it’s about creating conversations and building relationships. Listen to your customers. Ask them questions and answer their queries promptly. Let your customers be your promotional team.
- Shows appreciation: Every Facebook, Twitter, Pinterest and YouTube follower is valuable. Those who comment on and share posts are potential gold, with the power to influence others. Offer them perks. Ask for their opinions. And don’t forget to say, “Thanks.”
- Is a sounding board: Embrace comments and complaints. Fix the customer’s problem and you’ll create a fan out of him/her and everyone who sees (and shares) the conversation.
- Engages daily: Social media gives businesses an easy way to stay in front of customers. Take full advantage of this powerful opportunity – post every day.
Does Your Social Media Page Say ‘We Don’t Get It’?
It’s easy to see who “gets” social media – and it’s pretty obvious when a company doesn’t. You could be guilty of social media that leaves a bad taste if your page says:
- We’re robots: People want to connect with people, not corporations. When interacting on social media networks, be a person. Use “we” and “you” statements. Have a personality (keep it in line with the brand strategy).
- We don’t care about you: Ignoring questions and complaints has a negative impact on customers and prospects. Whether or not they’ve had a similar experience with your company, they can still get the impression that you don’t care.
- We’re inconsistent: Give customers what they’ve come to expect from your brand. If you’re a fun, casual company, be fun and casual. If you’re professional and buttoned up, don’t post photos of employees partying; take a more serious tone but do show your human side.
- We don’t have time for this: Building a community around social media takes time and effort. Don’t make the mistake of bailing on posts or slacking on quality content. Stick with your strategy, engage regularly and your community will grow.
Social media is a powerful, must-do business strategy. Show that your company “gets it” and you’ll likely reap the benefits.
Jessica Edmondson contributes on social media training and Internet marketing training for University Alliance, a division of Bisk Education, Inc.