Social media is a great tool to use in this day and age. Whether for business or individuals, the knowledge of technology is very beneficial.
However, whether you decide to use Facebook, Twitter, LinkedIn, Google +, or another mode of social media, it is important that you know the general “do’s and don’ts”.
In any mode of social media, it is crucial to be consistent. If there was only one thing I could stress, consistency is the most important. Not only does this refer to the frequency of posts and interactions, but also the look of the page from your website to your newsletter to your social media page. You do not want your potential customers or clients to be directed from your website to a social media page that has not been updated in weeks, months, or years. Likewise, outdated content is not resourceful and may steer the consumer away.
As each site varies in their own ways, marketing to your Facebook, Twitter, or Google + consumers are more of a B2C base, as LinkedIn is mainly professionals and used as a B2B base. In order to provide correct information of what to do and what not to do, the sites have to be looked at individually. For example, we can just take a look at Facebook.
DO’s
- Have a consumer-engaging cover photo and profile picture, as well as your “about” information completed. The more complete, the more likely a consumer will be interested.
- Interact with your fans. Not only does this include answering questions or comments, but it is important to know what your consumers want to see. This is where the psychology of social media comes in hand. People like pictures. People like quotes. People like things to relate to. Think of what you want to see and what would keep you focused. Consumers do not want to see blog post after blog post. Vary your posts to show your personal side (even if you are a business), and include photos, quotes, questions or opinions, local news stories, alerts, and relevant blog posts.
- Communicate and “like” other companies, brands, etc. In your status posts, give credit to sources you receive information from and tag them in the post. This recognition may be noticed over time to bring reciprocal appreciation on their social media.
- Keep posts short and to the point. Do not post entire blog or new articles, instead post an engaging phrase and a shortened URL to the full article (sites such as https://bitly.com/ are useful to shorten URLs). You want to be engaging, not a novel.
- Be polite. Thank consumers if they acknowledge you with a compliment. They will appreciate it.
- Monitor your Facebook Insights. These analytics will become available as soon as you obtain 30 likes to your page. It will include useful information, including the page reach, posts, engagement, etc. It also includes the time frame in which your fans are online. This can become a great source of information to refer to when tracking how efficient you are using Facebook.
- Customize your Facebook URL. A Facebook URL of http://www.facebook.com/YourBusinessNameHere is easier to read than http://www.facebook.com/profile.php?id=834820398435123, plus it makes your company more recognizable while searching.
- Use hashtags. Hashtags are searchable keywords that can be used throughout your post to make it more searchable through Facebook. Research ways to use hashtags if you are unfamiliar with it, as they can be often misused.
DON’TS
- Don’t overpost. Facebook is not Twitter. Create a system in which you post, but do not post several statuses, pictures, blogs, etc. back-to-back.
- Don’t automate everything. This leaves out the human element of your content. You want to be engaging with your fans. Most automated content can also be noticed that you are not personally posting it, especially if you are not communicating with fans on your page.
- Don’t count your likes. You may have 100 fans that are engaging and active or 1000 fans who are non-existent. Truth be told, those active and engaging fans are going to help your business more and increase your reach by “liking” and commenting on your posts.
- Don’t use bad spelling or grammar. Proofread your posts prior to sending them. Yes, we live with “grammar police” that may point errors out in your comments.
- Don’t make your page a huge advertisement or infomercial ad. Consistent engagement and showing consumers what they want to see is key!
- Don’t insult competitors. Instead, think of them as potential referral bases.
Of course there are many more “do’s and don’ts” of Facebook and social media, however with the basics, you will be able to set up and run a pertinent source of information for your business that goes beyond advertisements. Personal engagement is reassuring, and leaving a consumer satisfied may translate into a potential customer in the future.