Everyone is doing it. A plethora of books, magazines and professional journals cover it. Seminars address it. That’s why you were inspired to have your business make its debut in the world of social media by placing your company on Facebook, starting a blog, or tweeting a couple of times a day. Now, what?
It’s time to leverage all you’ve learned to ensure the effectiveness of your social media program. Here are a few tips to get you started as your review your plan.
Blogging
Follow an editorial calendar. This will keep your message on target and on schedule. Posting regularly is important or your readers won’t check for fresh content. Plus, material must be relevant or your customers won’t read it.
Since you are using this communication tool to promote your company, be sure the subject matter links to your mission statement or business goals and campaigns.
To increase the likelihood that your blog will rank highly in a search, be sure headlines are punchy and include key words and phrases in the headlines and tags. Also, promote your blog through your company’s Facebook page, Twitter and even print material.
If you currently are using a microsite for your blog rather than posting on your web site, check to see how effectively the two are linked, as you don’t want to discourage readers from looking at your corporate site.
It goes without saying that you – or someone in the company – must monitor all blogging activity to ensure your organization is responsive to readers.
Tweeting
As with blogging, you must listen by monitoring tweets and retweets.
If you want to build a following, routinely provide relevant material. In addition to compelling content, be sure it is jargon free. Carefully analyze your tweets for clarity, as ease of understanding and brevity are keys to this form of communication.
Just as the “customer is always right” in your customer service department, carry this philosophy with you to the social media realm. Never get too negative or personal. The last thing you want to do is engage in a one-on-one tweeting war that goes viral.
Finally, don’t over-promote and be prepared to meet your promised obligation. Nothing will alienate your followers faster than if you tell them you have hot bread coming out of the oven, are offering free ice cream cones for the next 30 minutes, will waive floral delivery charges for orders placed during the next 24 hours, or are giving free shipping for orders placed that day – and not deliver.
To help you avoid the aforementioned, don’t rely solely on promotions to create Twitter content. Instead, develop tweets that also offer pertinent information or facts of interest to readers.
Social Sites
Using Facebook, LinkedIn, or similar networking service? Always demonstrate a genuine interest in engagement and maintain your ethic and brand standards. Remember, these sites represent your organization.
Be creative. With numerous for-profit and nonprofit organizations participating in the social media arena, you must be imaginative to grab attention, just as is the case with traditional marketing or customer communication.
It goes without saying that monitoring, as with blogging and Twitter, is essential.
YouTube
Many companies have discovered the power of posting a popular advertisement or informational video on YouTube. While recognizing it as an excellent way to communicate action and the spoken word, keep in mind that a parody of your work or equally creative videos by unhappy customers or disgruntled employees can be posted, too.
Final Thoughts
Measurement and monitoring are critical, if you are going to use social media effectively to build and protect your organization’s reputation and brand. If you have not committed resources to monitoring, do so. It will help you learn which topics engage customers, what people are saying about your business, customer social media preferences, and insight as to if your marketing and communication goals are being met.
As you audit your program, review your crisis plan, so you are prepared to respond to negativity. Social media opens the door for customers to comment – both good and bad – on your product or service, employees, corporate ethics, community involvement or any of a myriad of other aspects. It is important to note that if you are at fault or have done something wrong, be prepared to take responsibility and explain what you intend to do to resolve the issue.
And finally, remember the best way to build a loyal following is to be customer-focused.
Ruth Ellen Kinzey, The Kinzey Company is a corporate reputation strategist, consultant, and professional speaker. Want to hear more about a specific topic? She can be reached at (704) 763-0754 or http://www.kinzeycompany.com.
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