If you are trying to promote your business in 2019, you won’t go far without social media presence. You shouldn’t rely solely on social media marketing, but it has to be in the digital promotion mix. Omnipresent social media platforms are also a cheap and powerful marketing tool. There is a danger to take social media promotions lightly.
I have an Instagram account, and I will publish some photos!
You don’t want to miss on quality social media marketing benefits like lead generation, building brand reputation, and getting new customers to spread your ideas as brand ambassadors or hired influencers.
There are several possible outcomes when it comes to social media marketing. Things can stay flat, without contributing much to your business, but also without damage. You could see an increase in your brand identity and activity, but you can also damage your long time built reputation with awkward social media presence.
To help you avoid such blunders, we made a social media marketing dos and don’ts.
Social media marketing don’ts
1. Don’t like your posts and share too much
After initial success, its easy to fall in love with social media marketing. On that note, don’t, I mean really don’t post too much. If you bombard the feed with too many posts, they could feel like spam. Also, try to avoid displaying sensitive or premature product information or discovering too much too early.
One of the big don’ts is liking your own posts. That doesn’t mean you shouldn’t encourage your employees to share and like the posts to have an excellent jump start.
2. Don’t have a profile just to check the box
If you open a company social media account, hire a social media manager or a team, so that your feed is updated regularly. It would be a mistake to open accounts on all social media platforms, and when you check on them next time, there is nothing there. In that case, it would be better not to open profiles at all.
3. Choose your platform
Don’t open an account on every network. You could ignore this advice if you are a global company. The best social media marketing policy for a small or medium business is to choose two or three major social media platforms. The right choice is somewhere between the platforms you feel comfortable with and the one best suited for your entrepreneurship. When you do open account or accounts, go back to step two of don’ts.
4. Don’t dwell over negative comments
Studies have shown that people have a different personality in their online profiles. If you don’t have complaints or trolls hoovering and badgering your profile, you are doing something wrong. It’s all about the handling negative comments.
For customers that had a genuinely bad experience or issue with your service or product, you should act immediately and try to solve it. Contact the consumer and try to resolve the issue.
Don’t delete other negative comments, unless they use vulgar and malicious language. If you try to remove all the negative posts, customers will likely notice, and this will harm your reputation.
5. Post more than text
Don’t post just text in your feed. Think of your social media posts as if you are a customer. Sometimes you are drawn by the video or a great picture. Infographic is excellent content for social networks, and if you have know-how in the company, they could be worthwhile. The idea is to mix media content and make it as diverse as possible. Incorporate ling to your landing page somewhere in the post.
6. Thy to make your posts relevant
If you like cute cat videos or Meytall drum covers, that is great for you, but keep those jewels to your self. The business social media channel should be relevant to the brand and customers expectations. All other emotional and funny, utterly unrelated content, you can always steel a minute or two and post it on your private feed.
Social media marketing dos
1. Promote brand values
Your feed should contain captivating and diverse content. It’s ok to promote sales of your products, just don’t do it all the time. An excellent way to go is to post stories customers can relate to, or that show the mission/vision of your brand. Try to follow 80/20 rule meaning the majority of content should be relevant to the followers and in the other 20% you should/could promote and sell your merchandise.
2. Be social on social networks
A big mistake conservative company make is a rigid unconnected approach. Don’t be a robot. The most significant advantage of social media is a mutual connection. You should engage in dialogue actively, try to answer as many comments as possible, reply to messages, and try to motivate customers to create user-generated content for you.
You could like and share the content from relevant and notable pages. All social networks have their set of rules and do your homework in that regard. Twitter is one of the most popular social media outlets where you could benefit from re-tweets or comment to big companies with a broad audience.
3. There is the best time to post
When you open a social media profile, it becomes a business obligation just like any other that you already have. Posting should be regular, and not only when you have extra time.
Your social media manager should look into the best time to post, which is not the same for every platform, and it’s changing dynamically over time. An excellent guide from CoSchedule can help with timing.
You should avoid afternoon Instagram posts or late evening LinkedIn. Pinterest has the highest engagement at 2 a.m., 2 p.m., and 9 p.m, while you should avoid Twitter morning posting. Weekends are most lucrative with Facebook posts.
4. Links in posts
It would be ideal if you could promote a company agenda through the abovementioned 80% of user-centric content. An excellent way to avoid blatant advertising is to incorporate links to your landing pages of choice in posts. Don’t just paste link regardlessly in the post; it should reflect the general tone of the post. It should have an additional relevant layer of information not to be regarded as spam if links are overused.
5. Answer the questions as much as you can
Engagement is key to a quality social media presence. That said, you can’t expect followers to b active if you hide behind the curtains all the time. When you achieve the influx of comments and questions and an inbox full of messages, you could say your social media marketing strategy is working. For companies with a large following, it is not realistic to answer everything. Take care of complaints because you don’t want to have unsatisfied customers. Then turn to questions and then engage in the comments. Try to answer as much as you can. This is a sensitive part of social media presence which could give you a big boost, or create outrage if done poorly.
6. Use analytic tools
Instead of overthinking about every post, use the analytic tools. Every social platform has one, and there are also third-party tools. You should follow the successful patterns. If the trends show that posting a video gets you more engagement than a link to a blog post, or if your audience loves excellent pictures, then do that more often. There is a disclaimer attached to this idea. You shouldn’t abandon all other types of posts, cause your feed needs diversity.