Let’s face it, a personal Facebook page and a business’s page are worlds apart. Their goals are different, their functions are different and the public image results could be catastrophic if a business lost sight of these facts. So, we’ve put together a list of 10 social media best practices for business in order to help the many executives and small business owners looking to begin a professional Social Media page.
1. Create a Unique Look and Voice
Everyone likes to “know” and “see” the organizations they are doing business with and engaging via social media. When interacting with people through your social channels, it is important to have one unique voice and tone that will represent your business.
2. Monitor Your Competition
By monitoring what the competition is doing, you are able to see what works well for them, what types of posts receive the highest engagement rate and best responses, as well as the positive and negative feedback customers write about the company. Additionally, you should be able to gauge what products they are pushing, what sales or promotions are currently running, as well as any upcoming events. This will help to determine what you need to do to get a leg up on the competition.
3. Create Brand Awareness, but Keep it Short and Don’t Over Share
Create worthwhile content, that’s of valuable interest to your readers, to achieve more likes, comments and shares. In turn, this will increase the reach of your updates and help spread your message to more potential followers.
It has been proven that posts consisting of 100 characters or less have a 17% higher engagement rate than ones that are longer. Likewise, sharing too often will bombard your followers and increase the chances of being muted, or losing fans altogether.
4. Respond to Positive and Negative Feedback
Being polite and addressing people by their first name while also using “please” and “thank you” will show a lot about your company and how you handle your business. Make sure to always respond to all positive and negative feedback. It is your chance to thank happy customers and encourage them to come back, as well as a time to turn a bad experience into a good one. By not deleting negative comments, will demonstrate to the public your customer service efforts and show how much you care about your customers’ opinion.
5. Be Proactive by Joining Conversations
Regularly review your news feed and take part in some conversations that don’t mention your brand name, but do this only if you have something of actual value to contribute. This can help establish some new relationships.
6. Show Them Who You Really Are
Customers like openness and the ability to trust a company. Use social media to introduce your employees, create employee profiles, or offer a behind-the-scenes look at your company through images, video, a live Q&A, etc.
7. Don’t Always Color Inside the Lines
Share content on you page that would intrigue you if you saw it somewhere else. Creativity is not only noticed, but also shared and talked about. Be bold and create unique content for your followers that they can’t get anywhere else, but remember to stay true to your brand image and voice.
8. Use Your Tools
Facebook offers a Page Insights tool that helps identify your followers’ demographics; i.e. age, gender and location. This can help you determine your main target audience and posts that will resonate best with that group.
9. What Are You Offering
Whenever they decide to follow a new company on social media, people usually want to get something out of it in return. By providing exclusive content, offers, contests, giveaways, discounts and games through your social media sites, you will not only keep followers, but gain new ones as well. Always follow the 80-20 rule; 80% of your content is conversational and fun while 20% can be about your products and services.
10. Create Content Calendars
Creating a content calendar ahead of time helps you stay organized and on top of your social media game. It also eliminates the time you waste scrambling for last minute post ideas and avails you plenty of opportunity for editing content.