Social media has become indispensable when it comes to marketing and PR. Smart, carefully thought out, and well implemented social media strategies have shown to increase exposure and engagement, improve search engine rankings, increase turnover, encourage brand loyalty, and improve lead generation. Converting social media followers into true fans is the key and will set you well on your way to creating long term customer advocates and “ideal” customers.
Here are 8 tips from the proverbial digital playbook. They lay out exactly what brands can do and the ground rules that they should follow to prevent social media faux pas:
1. Don’t Over Promote Your Brand
Your profile or page on any social media platform should clearly communicate your brand message and offering to your target audience. Your social media posts need to be more than overt marketing tactics. Offer your audience relevant, interesting, and engaging content. Overly sales orientated content is a sure way to lose followers. Conversational and on trend content is the way forward.
2. Think Before You Post
Always take the time to properly consider your content before posting it. Think it through and ask yourself if it is relevant to your target customer, if it uses the correct tone, and does it put your brand message across accurately. Consider the purpose of each social media platform and the content that is generally consumed on each of them.
Plan, evaluate your messaging, and use relevant hashtags.
3. Always Fact Check & Cross Reference
Fact checking isn’t just for journalists and TV news. Always fact check your content, especially when trying to tie in news and current affairs into your messaging. A careless mistake in your content can be extremely damaging to your brand. Making time to fact check can save you at the end of the day.
4. Damage Control
It is important to react quickly and professionally, be careful not to respond with knee jerk reactions. Never delete a post, comment, or response. It is important to own your failures and mistakes. Address issues out in the open and hold yourself accountable if need be. How you respond will make all the difference at the end of the day. You need to be prepared to take immediate action, to act fast, and at any time.
Take the time to properly assess the situation and make a calculated decision that is in the best interest of your business and brand. Transparency is key and showing that you managed a situation flawlessly will only reflect positively on your business.
5. Post Regularly
Manage and maintain your social presence effectively while promoting your offering by posting regularly. This ensures that your brand is kept top of mind while increasing brand exposure. It is important to keep in mind that over posting is not in your best interest and will only hold your brand back from gaining traction in the online space.
Your online audience and social platforms including social media could very possibly view your content as spam and flag it as such, including on Facebook. One to three posts a day are best practice and a formula used by most brands the world over.
6. Invest In The Time To Do Solid Research
Researching your customer personas, target market, your niche in the market, and so forth, should be researched very early on in the making of your business. However, going forward research makes for amazing content that is tailored to your target audience. A few hours of solid research can go a very long way in the process of creating quality social media content. Posting social content for the sake of the act itself is simply not an effective strategy. Posting carefully curated content for your target audience will yield higher engagement and conversions.
7. Never Ignore Enquiries & Comments
Social media allows for two-way communication and conversations between businesses and their potential customers. Social media goes beyond simply putting the content on your timelines and onto the news feeds of your audience, it includes engagement between brand and customer in the online space. It is important to acknowledge your followers and your fans, every single time. This encourages brand loyalty and gives the impression that you value your followers. Answering messages and responding to comments shows that your brand is present and listening to the needs of the customer. Personal engagement and a speedy response speaks volumes.
Your first step is to consider getting a respected social media specialist onboard. Johannesburg based So Interactive is a highly respected digital marketing agency with an excellent reputation in South Africa and across borders. So Interactive is a boutique studio offering clients quality digital solutions. Get in touch to get your next digital campaign off the ground. Talk to So Interactive, and together you can create a winning social media marketing campaign.