3 Do's and 3 Don'ts For Social Media

Social Media plays a crucial role in any marketing or branding strategy. This is primarily due to consumers using these platforms as search engines when they research businesses. Before making a purchase, many customers will view a company's social media page and see what other customers have to say about their products and services.

 

As a small business, your brand must be represented on the social channels that your target audience uses. However, it's not as simple as creating a few accounts and adding a few posts. Representing your brand on social media can be complex. If done correctly, it can enhance your brand and drive sales. However, if done incorrectly, it could do serious damage. To get you started, we have listed three do's and don'ts to establish your social media presence.

 

Let’s start with what NOT to do!

 

The Don’ts

 

#1 - Create It and Forget It

Many small business owners we work with have told us that they feel they must be present on all social channels. However, they do not have the bandwidth to update all of these new accounts regularly. The result is that their pages lay dormant and outdated. The last thing you want is your target audience finding an abandoned page while looking for a place to spend their money.

 

Before you create a social account, ask yourself why you chose that platform. If you can't come up with a good answer, you probably don't need it right now. Second, designate someone on your team to manage and monitor this account. Not only does someone need to post regular updates, but they also have to respond to any customer questions or comments that come through. Lastly, have a general idea of the type of content you are going to post or curate and how often you are going to do so.

 

#2 - Get Into Public Arguments

Unlike e-mail, messages posted on social channels are available for everyone to see. Since your business is something you are passionate about, it's easy to get upset if someone posts something negative. These types of comments could come from unsatisfied customers or competitors trying to bait you into an argument and make you look bad. Either way, no one wins when you go back and forth arguing on your page.

 

If a customer has a complaint, respond by saying you are going to send them a direct message. Then, resolve the issue in private. Remember, that customer could screenshot your conversation so you must still be professional. If it appears that someone is posting false information on your page, delete the post and message the individual. If they are not a real customer, they most likely will not answer you, so they can simply be blocked.

 

#3 - Post Personal Content

Social media was created for the individual. It's easy to forget sometimes that the content you are posting is representing a company. It is important to remember why your customers visit your page and the information they are looking for. Even though your business pages may have a more significant following than your personal ones, they are not the place to post personal content such as pictures, opinions, or updates on your life.

 

There are times when posting about yourself might be relevant, for instance, a picture of you at work, giving a speech at an event, or telling a story about your company. If you feel that you are a part of what you are trying to sell, you may want to consider building your personal brand as well. That will allow you to focus on yourself and let your customers get to know you on a personal level as well.

Now, we’ll focus on what you SHOULD do.

 

The Do's

 

#1 - Have a Plan

As we established earlier, abandoned social pages are not a good look for your brand. Before you dive into the world of social media, it's essential to have a basic plan for the message you are sending out and the type of content you are going to post. Also, you need to determine what section of your audience you are speaking too with your content. For example, diapers have two audiences - one wears them, while the other pays for them. You wouldn’t market to them or create content that’s the same.

 

In terms of the message, it's best to keep it simple. What do you do and HOW it solves a problem for your target audience. This provides a solid foundation for most social media content creators. Also, it's helpful to determine what type of action you want your audience to take after consuming your content. It could be actions such as visiting your website, signing up for a consultation or event, or purchasing your latest product. Your posts should be consistent, convey information, deliver free value, and always have a purpose.

 

#2 - Include Videos and Engaging Images

The truth of the matter is that you can have a great message and fantastic product, but that's not always enough on social media. On platforms like Instagram, Facebook or Twitter, you are continually fighting for the consumer's attention. Before you can share your story, you need to get them to stop scrolling. Your best shot at doing this is a mix of videos and engaging images.

 

Your videos do not need to be professionally done or super high quality. What they do need to do is be entertaining and informative. Your videos should educate the consumer on topics related to your industry. For images, be sure to utilize free sites like Canva and Upsplash to create posts that people will find interesting. Again, it's all about getting and holding your customer's attention long enough to get your point across.

 

#3 - Deliver Real Value for Free

It is tempting to use your social channels to push your products and make more sales. After all, that is the point of your business. However, your audience does not want to feel like you are constantly trying to sell to them. They want to be entertained and educated. The best social strategies include content that delivers information and value at no cost. Once a customer views you as an expert, they are more likely to buy something from you. The best part is the more content you provide, the higher your engagement rate which is what is most important when building a social strategy. 

 

What is something about the business you are in that you can teach your audience? For example, if you sell baked goods, you can post a video explaining how to make cookies. If you are a career coach, your video can review how to dress for an interview. If your company offers legal advice, your content can help your audience understand basic legal terminology. This strategy makes people feel like you care about them as people and not just dollar signs.

 

Conclusion

Social Media is a fun, exciting, complex, and sometimes scary world. It seems like it changes every day, and we are making the rules up as we go along. No one expects you to master this type of marketing overnight. You will need to try a few different strategies out before you find one that works for you. The important thing is to stay the course and remember these tips. The rest is up to you.

 

About 360 Gateway Brands

360 Gateway Brands is a comprehensive launch and growth strategy agency designed to empower your brand with the kick-start it needs. Our proven methods and best practices power the strategies you need to launch your brand, products, services, events, and campaigns. If you’d like to work with us, schedule time on our calendar to speak with one of our team members here.