It’s no secret that in 2019, social media shapes the way that the public perceives entertainment, politics, and business alike. By checking out your social media, modern users tend to form an opinion about your brand before ever stepping through your doors or placing an order.
While a storefront sign used to be the face of a business, now it’s your social media page. Let’s dive into the key things to know about social media for your business, so you can be well equipped to succeed in this media-driven world.
Clarify Your Social Media Strategy
While casual social media users may take to posting whenever (and however) they please, businesses should have clear goals about how they can use these platforms to meet their visibility objectives. Ask yourself: What are you trying to achieve through your social media efforts? Do you have specific marketing numbers you’d like to hit, or are you just looking to present your brand in a positive light? Your social media goals should be in line with your other brand objectives, including customer service and SEO. Revisit these goals every year to make sure you’re on track, and adjust them if necessary.
Don’t Just Talk – Listen Too
Effective marketing has always been about understanding the desires of customers, but social media makes it possible to observe the conversations happening within your target market. This can help you understand the trends that may be around the bend, especially when you laser in on what key influencers are talking about. Look into Facebook groups that are related to your industry to see where the buzz may be headed, and design your brand voice accordingly.
Listening in on what prospective customers are talking about doesn’t have to be a passive activity. Let users know that you’re in on the conversation by replying, liking, and sharing. Some brands have earned more publicity through a thoughtful or quick-witted reply than they could with an ad campaign. This includes responding to online reviews and addressing the concerns and criticisms that customers may have. These replies show you care, and can go a long way when it comes to building brand loyalty.
Curate Quality Content
Though the future may be full of AI-created SEO content, making your pages a source for quality, hand-picked content is a great way to keep users checking back often. Though nothing beats sharing your own unique content, don’t hold back on sharing pieces from other sources as well. Turn your page into a destination for tips and tricks related to your industry, and you’ll be sure to attract colleagues and customers alike.
Don’t Feed The Trolls
Though we explored earlier why it’s a good idea to respond to negative reviews, outright trolling is usually best ignored. That is, unless you can respond in a way that is appropriate to your brand identity. For example, if you’re in the comedy trade, responding to trolls in clever ways may give a kick to your audience. You never know when screengrabs of these replies may make their way to the frontpage of Reddit or to popular Instagram posters. By and large, however, the rule sticks: Don’t feed the trolls – fighting with them is a lost cause.
Post For Today & Tomorrow
We’ve all heard the stories of old tweets coming back to haunt an individual or business. Hedge against these future fiascos by maintaining a consistent brand image that avoids controversy. If the winds of public opinion happen to change and blow in the face of a previous position you have taken, don’t be afraid to go back and “clean up” your old posts, or even issue a statement on how your brand vision has evolved.
In a similar vein, make sure to proofread your posts so that the spelling and grammar are on point. To some consumers, even the smallest error displays a lack of attention to detail, which can affect their willingness to work with you. Mistakes are bound to slip by from time to time, so glance through your existing content occasionally to avoid such errors.
Consider A Social Media Partner
With all the changes that come every year to the social media landscape, managing an active and engaging digital footprint can be a full-time job in itself. Not every business has the time or resources to maximize their social media potential, which is why they call upon a social media marketing agency. These agencies exist to help businesses build their online visibility through the various social media channels out there.
There’s no doubt that social media is here to stay, and will continue to grow as the preferred venue for the public to stay in touch with fellow users and businesses alike. By taking the time to develop a strong social media presence, your brand can reach new customers and stay connected with existing ones. It’s a constant effort, but nurturing your social media channels can help you build a better business one post at a time.