Weeks ago, my boss Jeff Sheridan and I led a webinar for the Design & Crafts Council of Ireland about Social Media for Business. In the occasion, we shared valuable tips on how to keep an active presence online and stay connected to your customer, creating engagement, expanding your brand reach and awareness and, of course, selling your products and services.
Inspired by that, I thought of sharing some tips about Social Media for Business here too. I hope it can be useful.
- Choose the networks where you want to be and stick to it: there’s no point on creating a profile in every single social network out there if you don’t know how to use them or if you have absolutely no interest in doing it. You should pick the platforms that you will have more opportunities, where you can find your audience, or you feel more comfortable dealing with, put a strategy together and keep creating content. If that means that you will only have two social media profiles (maybe an Instagram and Pinterest accounts), that’s no problem. It’s better to maintain a good presence on one or two platforms than keep a bad image on seven or eight networks.
- An abandoned profile is a dead profile: social media is a lot of work, and you must have that in mind. Create a profile and share a random image there once a year won’t do the trick. Spending several weeks without any updates can impact your engagement and, therefore, your results. The best way to keep posting relevant content in all your Social Media platforms of choice is by creating a Content Calendar and keep track of ideas and projects you can put to action in the future. But that’s a matter for another blog, am I right?
- You are your brand, but your brand is not you: there is a huge difference between sharing some DIY tips and tricks related to your industry and activity in a series of pictures and sharing an album with photos from your cousin’s wedding. To be extremely clear: you can be part of your brand content on social, sharing your thoughts about the industry, how-to tutorials, photos and videos of your products and services and anything you like, since it is related to your business. I’m sure your clients have absolutely no interest in knowing that you bought a new car (if you are not in that particular industry) or that you found that popular meme amusing. Save this to share on your personal pages.
- Understand your audience and keep the conversation active: different social networks attract different audiences. If you have a Facebook Page, set it to engage with your clients by checking it daily, making your presence noticeable, and using all possible resources the platform provides you. If you are more active on Twitter, use hashtags to find out what people are talking about, engage in the conversation by creating lists and using the Trending Topics area, and keep following your industry topics. Instagram, Pinterest, LinkedIn, Tumblr, TikTok, each social platform has it’s particularities and can work well with different kinds of businesses. Choose wisely!
- Be yourself!: Social Media is all about authenticity. If a type of post worked really well to one of your competitors, that doesn’t necessarily mean that if you copy it, it will work well for you. People are more and more interested in originality and innovation, and connect with brands that can offer these attributes is part of the motivation to follow a company on a social network, an environment previously used only to connections with friends and family. So, every time you’re planning or posting content, think: Is that what I want to say? How does this connect with my brand message? Try to put yourself in your customers’ shoes. That usually guide us to better results and content.
Following the tips above will give you a good start. If you want more in-depth advice, you can also check on the webinar content below or drop me a line.