With so many social networks to choose from how do you know where to be and what to post?
Don’t try to be everywhere
A lot of brands try to be on every single social network that exists. First of all, this just isn’t necessary. Just because a network exists – Facebook, Twitter, Snapchat, Tumblr, Instagram etc. doesn’t mean your business has to be there.
Some businesses believe they must be where every single customer is, rather than focusing on building better relationships and truly understanding where their most powerful customers are networking. It’s important to not only look at the persona of the brand, but also the persona of your customers.
Avoid the spray & pray mentality
Another symptom of trying to be everywhere is not understanding, or catering to, specific people. Many brands do not know who their customer is, never mind their fan or follower.
As a starter try drafting out Customer Personas. At the bottom of this blog you’ll find a template for you to download to get you started
Socially Savvy – all the way to the end and out the other side
Another area you could be missing out is your checkout. For example – whether it’s in-store, online or in an app – there is an opportunity for a level of social engagement (such as sharing your purchase with friends, or following the brand for future discounts). Try building social into your product or service a little more in 2016. Social should be baked into the customer experience as much as possible enabling you to show your customers you’ll be there for them even after they’ve bought from you.
Make your business social in nature. Ironically, many smaller mom-and-pop shops are getting this right while too many larger brands are missing the mark. Your local coffee shop has likely offered you a free coffee if you check in a number of times, or some similar offer. Big brands should be doing the same. It’s as simple as requiring customers to log in with Facebook or Twitter, and offering them an incentive to interact socially.
Social is not …
Many brands forget that the purpose of social is to connect with individuals and have a conversation. Brands still treat it like a TV ad – think: one-way message, occasional question, one-way message, etc. Unfortunately for consumers who receive these messages in their online feed, it is a very one-way street, instead of encouraging two-way conversations.
That’s not to say never post an Ad or sell to your audience but as a good rule of thumb try talking about items not related to your brand 80 percent of the time. Post content that your fans are interested in, that’s what is going to engage them. Then they’ll like your post. And in return Facebook will see their interaction with you and show them more of your posts. This will drive your organic reach of all your content so when you do post an Ad a) more of your fans will see it and b) may well engage with it as they appreciate your regular content.
So this is the last of our 4 posts focusing in on Social Media for business. So what are your biggest take-aways?
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