Social media is an essential aspect to any business big or small. It’s a form of marketing that reaches a huge audience at little to no cost. However, social media will act as a voice of the business, so it is important that your social media delivers the brand that you want to established. In order to do this, you must treat it differently than you may treat your own personal social media.
Study your customer: It is important that you understand the demographic that will be viewing your posts, and aim your marketing tactics at this particular group of people. Remember that the this page should be tailored to your customer’s interests more so than your own personal interests. Your customers care less about you and more about what you can do for them. The general rule is 80/20. Only 20% of your content should be about the business or product, and 80% of the content should be more relevant to the customer.
Create a consistent presence: A Facebook page will quickly become irrelevant if it is never used. Decide how many times you want to post a week and stick to that number. Once again, this plays a huge role in knowing your customers. Study them to know approximately how many times your average customer posts. This will help you decide on a number that is neither too infrequent, nor too overbearing. You do not want to be a nuisance to the point that your followers will stop following your posts altogether. Be sure that your tone is consistent as well.
Interact with customers: Part of your social media presence will be revealed in the way that you interact with your customers. Offer posts that allow for interactions, whether it be a survey or a fun game. Some companies have even found success by offering discounts or giveaways to the people who interact with them on social media. This will spread news about your company, while also helping to create a presence of friendly customer service.
Ignore comments: If someone takes time out of their day to comment on your post or page, no matter if it is good or bad, she should not be ignored, and her comment should certainly not be deleted. It is important that while creating your presence you interact with your customers. If the comments are good, then you should make sure to thank them for the kind words. If the comment is negative, you should be diligent in ensuring that you value the criticism, and you will work to fix the problem.
Spam your friends: Nobody likes spam. Do not contact your followers directly to sale your product, and do not post the same marketing post over and over again to the point that you appear as a nuisance or a door to door salesman.
Like your own posts: This is a common social media fail. Of course you like the post, you wrote it, so you do not have to actually “like” it to get the point across. You can share it on a personal page, and you can encourage your employees to do that as well, however, if you like the post you will typically come off as unprofessional.
Create a voice: As mentioned earlier, the voice you use on social media can help set the tone of your entire company. This is especially important on twitter where your word count is limited. Be sure that anything you post reflects your business well.
Be Original: In addition to using your voice to represent your business well, you want your business to stand out from others. Don’t post the same promotions that you’ll see from all of your competitors. Find a way to stand out from every other post on twitter so that you are neither buried nor skimmed over.
Time your posts well: This will look different for every businesses depending on the customer base. If most of your customers are teenagers, then your posts might see the most volume at night. If you audience is primarily the working class, then the morning might be your best time to post. Consider when you get the most favorites or retweets on your posts, and aim to post around that time. Timing really is everything.
Rely on automation: While consistency is a valuable tool, it can also get boring. Be sure that you are spending time to form your posts, rather than allowing an automation tool to do all of the work. People recognize a personal touch and can be turned away if it feels like a computer is talking to them.
Forget to Network: Do not just focus on your own page. Like in real time, it is important to network with and endorse other companies. For example, if you are a house flipper, maybe you should retweet and endorse some of the contractors you choose to work with. They have a whole new network that could benefit you if you two choose to team up through social media.
Neglect the account: If you go weeks without a single post, you may appear unprofessional or neglectful. This is not a reputation you want in the world of business. Your social media is a part of your brand and should be maintained as such.
Share relevant posts: If you come upon something that could be relevant to your business whether it’s statistics or a great article relevant to the field, share it. LinkedIn is a more professional platform, so this is the place to share any articles that you feel are both relevant to your business, and to interests of your connections.
Acknowledge workers: LinkedIn is also a great platform to recognize your team. If one of your employees sees success in the field feel free to recognize it with a positive post. This will both encourage your employees and endorse the idea that your business is driven by competent individuals.
Proofread: Don’t forget that you are a professional, and every post should reflect that. Grammar issues and incorrect spellings are sloppy. Be sure to proofread everything once or twice before you post it in order to ensure that the post is flawless.
Be irrelevant: Yes, you are encouraged to post any articles that you think may be of interest, but remember that you are representing your company, not yourself. Be sure
that anything you post is relevant to your company and to the market that you are in.
Be too personal: Once again, you are representing your company, not yourself, therefore everything that you post should best represent the company, not your personal life.
Connect with everyone: To be frank, not everyone wants to connect with you, and if you do connect with everyone, then you might create an air of less importance for your true connections. Be sure that those whom you are connected with have a genuine interest or appreciation in your field.
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