Do’s
Share
-
Content relevant to your business/organization & common interests of your audience
-
Non-promotional information – stories about community involvement, activities participated in
Foster engagement
-
Be human & conversational - respond to mentions, questions, users’ posts, etc. “Mention” relevant partners, businesses, events, etc.
-
Be off topic & conversational i.e. current affairs / seasonal celebrations
-
Create posts that get a reaction – like, emotion, curiosity
Multi-faceted Approach to digital presence
-
Cross –promote your accounts for discoverability
-
Integrate campaigns across all social media – create “recognition factor” & make social media links visible on blogs/websites
-
Keep profile names the same for easy recognition
Consistent branding / voice /message
-
Create cohesive, branded customer experiences
Add value
-
Offer good online customer service, same as “off line”
-
Be interested, empathetic, sympathetic
Practice good etiquette
-
Be respectful and helpful
Don’t
-
Continually push your brand through marketing / promotional posts
-
Rely on scheduled posts – social media is spontaneous & conversational
-
Over post – go for quality over quantity
-
Ignore negative comments – they can be a useful relationship-building tool
-
Ignore mentions, retweets, likes, etc. Acknowledge them with a like, retweet or thank you.
Remember
-
The only constant in social media is change
-
What works for your organization may not work for someone else & vice versa
-
Social media is not a stand-alone marketing tool
-
High number of likes/follows not necessarily measurement of effective use of social media – “engagement” is a truer measurement of success
-
Social media insights/analytics identify what interests your audience & when they’re reading your posts
Sources: