We all know that social media is huge. But without direct sales leads and questionable return on investment, why should a business bother with it? I get these types of questions a lot. What a lot of people don’t know however, is that social media is more than another sales pitch to your customer. It is not advertising in the traditional sense. It is, however, a huge part of your brand experience.
- Use it mainly to promote your business’s products and services. Clients often, after asking us to do their social media, are disappointed to realize that they only have one post per week with a strong emphasis on sales. This usually results in the client coming back to us with several edits to posts, adjusting them to each push a different product or service. While social media is certainly great for getting your message out there, it’s primary focus is to build a relationship with your audience and extend your brand experience – not pushing sales or flooding feeds with information on products and services. When we aren’t working product or service pushes into your content calendar every day, don’t panic. It’s intentional, and we promise it will pay off in the long run.
- Ignore bad reviews and negative comments. For the first time ever, we have marketing platforms that create a two-way street for communication with our audience. Previously, we have only been able to speak to our customers through advertising without our audience being able to speak back to us. While it is great to be able to openly converse with our audience on small matters, it also creates the opportunity for negativity to arise. The biggest mistake that companies make is to simply ignore, delete, or hide the negativity. This can quickly backfire. Before your company is present on social media, you should have a plan ready to enact should negativity arise. There are several helpful blogs (or professionals like us) that can help you create a plan for addressing the issue and taking the conversation offline. The worst thing you can do is ignore it.
- Put it at the bottom of your to-do list. You’ve got a company page, you posted last month, and you’ve got a couple hundred followers, it’ll be okay to let it sit a few weeks, right? Not quite. Facebook plays games, and to be successful in the space, you have to play them too. Getting your audience to engage with your posts will keep your posts present in their feeds. When they stop engaging or when you stop posting, they’ll likely not see much else you post in the future. As a general rule, we usually post 3-4 times per week.
- Never create original content. Share all the things! Just kidding. While sharing viral content is great every now and then, that shouldn’t be your strategy for social media. When you build your content calendar, leaving days for sharing interesting and relevant content is great, but make sure you’re putting some fresh and new stuff out there too for others to share. This will help others see your company as an expert in its field.
- Forget about your target audience and be present on platforms you want to be present on – not where they are. The problem with so many companies is they don’t know what platforms their target audience is on. Do your research (or let us to it for you) to figure out if they are on the platforms you are on or if they’re somewhere else. You may have the best content, most creative posts, and a really awesome profile on Facebook, but if your audience is on Instagram, they may never see it.
There’s a lot to social media management, and sometimes the best thing to do is call in the experts. We customize every social media package for our clients. Whether you’re looking for an hour training session or for us to completely handle your social media, give us a call! (423)900-8417