You’ve done your research and learned about what you should do to market your business on social media. But it’s equally as important to know what you shouldn’t do! Here are some habits to avoid when running your company’s social media pages.
Ignoring Negative Comments
Let’s face it: no one wants to see negative comments about their business on their post. But instead of deleting or ignoring these comments, you can handle them like a pro – and even convert a new customer!
You should have one person designated on your social media team to handle these comments. This person should be able to respond within a timely manner and in a calm way. Now, what should you say when you reply to a dissatisfied customer? First off, thank them for their comment. Then, apologize for the inconvenience. Try to use an informal tone, so it doesn’t just sound like you copied and pasted a response. Then, encourage the commenter to send you a private message so that you can resolve the situation.
You might be tempted to delete a negative comment, but here’s why you shouldn’t. If you’re a customer and you visit a business’ social media page and all you see are positive reviews and comments – nothing negative in sight – you might be lead to believe that your positive reviews are just a shill. You want to be honest with your customers, and for that reason, it’s best to leave negative comments and reviews up. A customer that sees your professional and courteous response to these comments will see that you have good customer service, and they will be more likely to use your business!
Now, if you see a comment that’s spam, or certainly a troll – by all means delete it.
Neglecting Your Company Tone
Your social media personality is crucial to your online success. No one wants to read dry, boring posts about your company. Customers want to know that there’s a real person behind the account. Think about your company and the tone you want to have online. Are you fun and playful, or professional and friendly? Be sure you choose something that fits your market – for example, if you run a funeral home, you don’t want to have a fun and playful tone online. You might want to have a personal and friendly tone, instead.
Look at some examples from other businesses who are successful on social media. One of my favorite accounts right now is Nadia Cakes on Facebook. They are spunky and a little bit edgy, which makes them stand out from other bakeries.
You can use your social media tone to make your company seem more approachable. For example, take a look at JetBlue or General Electric on Twitter. By taking the time out to retweet back at customers and post interesting content, you’ll have happier customers who are more likely to return.
Not Creating a Strategy
Social media is huge. Without a strategy, you’ll be all over the place, not posting consistently, and unfocused on your goals. There are many ways to come up with an effective social media strategy, but the first step is creating a goal. You want to create a SMART goal: something Specific, Measurable, Achievable, Realistic, and Timely. Do you want to gain 1,000 followers by the end of the year? Do you want to achieve a 10% click-through rate on your posts? Whatever your goal is, make sure it’s doable. Then, create a plan for getting there. What platforms will you use? What kind of content will you post?
Keep in mind that it’s better to focus on two or three social media platforms instead of spreading thin on all of them. Think about your customer base. Are they mostly Facebook users or Twitter users? Use analytics to find out how your customers get their information online and use that to your advantage.
Sounds like a lot, doesn’t it? Social media marketing is more than just making a post and leaving it there. But in order to have excellent relations with your customers, it’s worth it to spend the time to create a strong social media presence.