Do's and Don'ts of Social Media for Your Business
As someone who has worked in marketing for the last 8 years, in a number of different capacities, I truly understand the power, growth and importance of having a social media presence for your business.
However, everyone is not an expert in everything, and as a small business owner, you have other things to worry about besides what to post on your Facebook page. So here are some tips I hope you find helpful!
• Do post different types of media.
You'll likely notice different levels of engagement for different types of content. For instance, your posts should include a mix of photos, videos, links to your own content, shared posts from other accounts, open-ended posts that ask your fans questions, quotes, trivia, etc.
• Do post at different times until you learn what excites your audience the most.
Not everyone will see content that you post at 6:30am before you head into the office, and with the new algorithm that Facebook uses to control how much of your content appears in newsfeeds, you need all the help you can get to make people see your stuff.
Try experimenting by posting at different times throughout the day or different days of the week and see what resonates with your audience.
• Do keep in mind that quality over quantity applies to social media.
You may have 6,000 fans on your Facebook page that you enticed through paid Facebook ads, but if only 2 of them convert to actual customers, is that a good ROI? No. Your goal should be to attract quality leads and customers through your social media efforts.
• Do remember that social media is a funnel for sales, but it's also a great opportunity to let your brand shine.
What does your brand stand for? Amazing customer service? High-quality products that never fail? Those are important things to highlight through your social media posts.
You'll attract the right kind of follower by showcasing what you do well and what your values are, and hopefully convince them to become a customer. You'll only achieve that by showing your social media followers the same level of respect as you would customers in your store.
• Do let your personality shine through.
Don't use a fake, non-conversational approach to your social media posts. That will turn people off quickly. To reiterate my earlier point, people want to feel like they are talking to a person, not a robot or a logo.
• Don't ignore comments or messages.
The whole point of social media is to interact and communicate with a wide variety of people. People who interact with a business page are 60% more likely to become customers, according to a recent survey done by the Small Business Administration.
If your page is so inundated with activity that it's a challenge to keep up with it, consider that a good problem to have an enlist the help of other employees or interns to assist. Each and every comment or message should receive some sort of acknowledgement from you, whether it's a simple "like" of their comment or a reply (especially if it's a complain or concern).
People like to feel that there is a real person behind social media accounts and businesses. Prove that by interacting with them.
• Don't overwhelm people's feeds by posting 5,000 times a day.
It's true that depending on the social media platform you are using, all of your posted content might not be seen by your audience in their feeds. But that does not mean you should try to trick the system by posting all day long.
That will get your account unfollowed in a heart beat.
Instead, post truly meaningful and useful content for your target audience. Everything you post should offer some sort of value to your customers and prospects, whether it's giving them a behind-the-scenes look of how your business runs or a discount for a future service.
Looking for some more tips to help you master social media for your business? Download my "31 Days of Social Guide."