By now, you probably know that you need to have a social media presence. But it’s not enough to set up profiles on every platform and then let them sit there. On the flip side, you shouldn’t be reposting memes and spamming your followers with silly content every few hours.
So what’s the right way to handle social media? And what are the big no-nos for every business owner to avoid? We’ve got all of your social media dos and don’ts covered below.
Do: Post Regularly
Regular, consistent posting is the most important part of any social media strategy. Most companies don’t have the bandwidth to be posting multiple times a day, and that’s okay! What you want to avoid are long periods of radio silence, broken up by a few days where you post and share comment after article after video.
Establishing a social media calendar is a great way to make sure you stay on top of your posting game. Set aside a few hours at the end of each month to make sure you have your social ducks in a row for the following month, establishing what you’re going to be posting on which platform and when. This not only keeps you on a regular schedule, but it also prevents you from wasting time each day, scrambling to find or create content to share on the fly. And, if you don’t have the time or resources to create a social media calendar, you can work with a marketing partner to do it all for you (call us!).
Do: Engage Your Audience
One key part of social media is engagement. Social media exists as a way for you to build and engage with your audience. This is your chance to reach out and connect one-on-one with your audience, so don’t miss this opportunity!
A personalized experience and human touch is such a key part of building trust and winning business, and social media empowers you to do that. If someone is excited about your brand, give them a shout-out thanking them for their enthusiasm! If someone has a complaint, don’t be afraid to get in there and try to make it right.
Do: Post a Mix of Content
Sometimes when people hear the word “content,” they think “blog post.” That couldn’t be further from the truth! Between videos, infographics, images, testimonials, and promos, there are a wide variety of things you can and should be sharing with your audience.
If your content starts to feel repetitive, people will start to tune you out (or worse: unfollow your brand). Keep posting useful, varied content to keep your audience excited to see what will be coming from you next.
Organic social media is a great way to build that personal touch with those who already know and follow your brand, but paid social media allows you to reach a whole new audience.
Social platforms are smart about how they allow advertisers to engage with an audience. You can present your content in a way that blends seamlessly into the newsfeeds of your target audience, preventing your content from feeling too “salesy.”
Not only that, but when you establish your campaigns, you can create lookalike audiences – directing your advertising at people who share similar traits to your existing customers. This ensures you’ll be seen by those with the greatest chance of needing and wanting the goods or services your business provides.
Don’t: Set It & Forget It
The only thing worse than no social media presence at all is one that has been left to wither. You went through the trouble of establishing your account and claiming your business; don’t stop there!
Not only will an inactive social media presence do nothing for you, but it can also cause more harm than good. Think about it: Have you ever been to visit a business’s Facebook page, only to find no images, no reviews, and a bare-bones description from the owner? I know that kind of online presence makes me feel a little uneasy.
Why has no one said anything about the business? Are they terrible? Do they still exist? These are the kinds of questions visitors will ask when they see a neglected social media account.
Similarly, if there are reviews and comments on the page that haven’t been acknowledged, that raises questions about your business’s responsiveness. What if I buy something from you and have a problem? Will I hear from you if I reach out about my issue?
Don’t: Create Your Social Account in a Vacuum
You can’t assume people will happen upon your social media accounts. Invite your audience to engage with you there! Include links to your social profiles in your email signature, in newsletters, and on your website
Don’t: Post Content That Could Offend
This one should be fairly obvious, but don’t do anything on social media that could alienate your fans and followers. This line for what’s appropriate and what’s not will vary for each business.
An event planner can likely have a little more fun with their social presence than a law firm. But there are certain types of content that every business should avoid. Most steer clear of sharing anything political, religious, or culturally insensitive.
What’s right for your own personal social media presence will not be the same for your business presence. You need to be a little more thoughtful and intentional when it comes to establishing your professional social profile. But with the right planning and attention, you can build a social media presence that gets great results for your company.
We’d love to help you with all things social, by the way – so feel free to give us a call today!