Are you a social media dinosaur? Not sure – well ask yourself these questions.
Do you think that in business all you need to do is establish some sort of social media presence? Have you set up a Facebook company page and then left it at that? Do you only update your Twitter feed occasionally? Do you fail to regularly share your content on Google+ and LinkedIn? Well, if you can answer those 4 questions affirmatively, then we’ve got some bad news for you – you are officially a dinosaur and we all know what their fate was. However, it doesn’t have to be like that. Just because your social media presence is attracting little or no attention doesn’t mean that you should give it up as a lost cause. What the lack of activity is telling you is that you’re doing something wrong. The situation can be resolved easily by careful planning. What you need in essence is a social media strategy.
Why is your social media strategy firing blanks?
How often do you update your Facebook page or Twitter feed? If the answer is infrequently then you’ll fail to hit your target audience. To fix the problem all you need to do is make sure that you regularly post to each of the social media channels to which you subscribe. Ideally you should be doing this on a daily basis, but sometimes that may be impractical. If you’re afraid that you might forget, set up a calendar.
Whilst attracting new followers is not the be-all and end-all in social media marketing, it is important nonetheless. If the numbers aren’t improving then change the content and promote the page more effectively. Fresh and engaging content will attract new followers.
Are you using your social media profile simply as a glorified advertisement promotion? If you are then you’ll definitely alienate your audience. Nobody likes relentless sales pitching. Try to engage with your audience instead and give them content that inspires and resonates.
Do you post the same content to all your preferred social media channels? If the answer’s yes you could be shooting yourself in the foot. You might think it’ll save you time writing just the one message that can be shared on Facebook, Twitter and Google+, but social media audiences aren’t particularly fond of repetition. It might take a little longer, but try to create something unique for each of your social media accounts. It will pay off in the longer term.
Do you respond to customer questions or queries? If the answer is no you’re missing a trick. Social media channels are built on the back of interaction. If you don’t engage with your audience, how can you reasonably expect them to engage with you and your products? If customers want answers or further information, make sure you give it to them.
Who have you put in charge of social media organisation? The chances are the answer is probably no-one. You may even take it in turns to post updates to the social media platforms. This just doesn’t work. If there’s no proper structure in place, then your social media strategy will be ineffective. Your social media posting should speak with one unified brand voice, so make sure you put structures and personnel in place to achieve this.
Complaints and grievances.
Do you ignore complaints or even delete negative feedback? If you do then you are making a big mistake. Your fiercest critics can, in social media terms at least, be your best friends. They’ll point out where you’re going wrong and that sort of feedback is invaluable. Embrace the criticism and do your best to address any customer concerns as quickly as possible. People respond well to great customer service, so make sure that’s what you give them.