Social media has become an imperative part of marketing, brand awareness and customer service for businesses. It’s key for business communications and is a great way to deliver tangible results by increasing company awareness, customer engagement as well as helping to drive sales. By now, every business should consider it an integral part of their business strategy due to its great potential to make a huge difference to the bottom line. However, if a company’s social media is managed badly, it can be a real risk to brand and corporate reputation.
In order to help you get started on your social media adventure, we have got together with a creative agency called Significance Media who specialise in corporate social media strategies and content to build a brief guide on the dos and don’ts of starting your social media campaign:
1. Who’s responsible for the company’s social media accounts?
It’s important right from the word go to allocate this responsibility to someone in the organisation. This person will be in charge of posting (sourcing articles and writing original content) as well as responding to any interaction and choosing which relevant accounts to follow. Clear guidelines are important to put in place such as when do queries become the responsibility of someone higher in the management chain? How often is it okay to retweet? Should the account be checked over by someone else? Similarly, rules on who has access to the passwords should be enforced and made clear.
2. To post or not to post – the question of content
Good content is really important for good social media interaction. The more interesting a post is and relevant to your followers, the better it will be received. A good way to plan your social media content is to make a strategy calendar so that you remember to post content and at the right times to post it (such as something Halloweeny/Christmas offers.) It’s also important to be reactive and give yourself a time limit on how quickly you respond to any enquiries or interaction; the quicker the better.
3. Why is it important to have a clear goal?
The desired outcome, much like the outlook of when you first started your business, is really important to consider. With this clear goal in mind, you can tailor your strategy and content accordingly. In the B2C world, promoting products or events through offering freebies to competition winners. The goal here is to engross and influence potential customers whilst provoking engagement and excitement. Whether or not your strategy to reach your end goal is working, you can track the analytics of your interaction through social media compliance platforms and deduce what’s working for you and what’s not.
4. Automated social media can work
Larger companies particularly like to use automated social media tools such as Hootsuite which means that you can line up all your content for the month (or longer) and choose how often you want posts to go out a day. This is great for time saving and means that you don’t have to have someone checking and posting on the accounts every day. Automated social media also means that you can post out of office hours which is when most people are likely to actually check their social media. The only issue is that you can sometimes forget that posts are going out and thus forget to check engagement for lengthy periods of time.
5. Make it happen
So, once your content plan is in place, whether that be on an excel document or an automated social media platform, and all guidelines have been approved, we reach the ‘how to’. For most companies, posting between 1 and 6 posts a day is the best way to go. The more posts you publish, the more likely your followers are to see them BUT if you post too much, people will bore, find you annoying and then unfollow. Some good tips for finding relevant followers (who will engage the most) can be sourced by either hashtagging or following relevant people who are likely to follow you back so those who are already in the industry or tweet about the industry. Competitions with good rewards are also a great way of engaging people and for brand awareness. There are a lot of ways to maximise your social media efforts and tips can be found all over the internet as well as through trial and error.