Writing Better Posts will Get Your Message Further in the Social Stream
The social marketing space is extremely crowded and loud. Twitter alone has approximately 500 MILLION tweets flying out PER DAY! (approximately 6 million every SECOND) Twitter is a stream flowing wild and full with interesting content and … not-so-interesting clutter. Your goal on your social media channels is to share interesting and helpful content that others find good enough that they pluck it out of the stream and pass it along through ReTweets and shares.
To help your social media messages stand out and be read more often, here are 5 things to keep in mind:
Don’t be afraid to speak your mind.
Being controversial isn’t a bad thing on social media channels… occasionally. Tell us how you feel about something, while still being civil. People want to chime in and agree with you… or disagree with you. If you are just quoting everyone else, it gets old. It’s like that old saying, “Be yourself…unless you’re a jerk, then be someone else!”
Become a better writer!
Punch a bit of drama, humor or even intrigue into your tweets and posts where you can. Can you say it in a way that is more entertaining or humorous? “Craving that last piece of cake” can be tweaked to read, “I kept hearing my name being called in a seductive voice. I turned to find the last piece of cake winking at me.” Just more fun to read and pass along! “Busy day ahead” can be made more interesting AND helpful by telling us a bit about you with, “Working with clients to tame their clutter today-I love scary closets” or “Busy day ahead expanding minds–this could get messy!”
Share it More Than Once.
We all know that once is never enough for anything great, so why not share your post more than once. Unless it is time sensitive, put that post out today in the morning and then again perhaps tomorrow afternoon. Keep in mind that people are not sitting at their computer or on their phone JUST reading your posts (I know…shocking!). I’m sorry to burst that bubble, but people are reading lots of content and perhaps they missed your post today but will catch it tomorrow. Try adding two different images to your posts and see which captures the attention better. Speaking of images…
Add more photos and videos to your posts to allow people to SEE what you are saying.
Social media is all about photos, videos, and all things visual. Make sure and utilize this on your posts. While there are LOADS of great sites to find stock images [see: STOP USING THESE CRAPPY IMAGES ON YOUR SOCIAL MEDIA POSTS] you can also create your own with photos you snap, images you create with tools like Canva or other tools, or fun Gifs you find or create!
Be quiet sometimes.
On any social media platform, my philosophy (that even I do not follow at times) is BE HELPFUL, BE INTERESTING, or BE QUIET! If you post tweets when there is nothing interesting or helpful to say…you might start being ignored. Of course, we are talking about SOCIAL media, so there are times you are socializing and chatting it up with folks, but if you are just posting what you are doing without asking yourself “Can I make this more interesting or helpful?” you might want to just go for a walk.
YOUR TURN TO SHARE: Of all the posts you have shared in the past week, what was it that grabbed YOUR attention and inspired you to pass them along?
Here is our FREE resource to help you use Twitter to build your business — Download Now:
You’ve been asked by your manager to set up a Facebook Page for the business and most of what you read says you have to do this from your personal profile. You don’t want this business page attached to YOUR personal profile. After all, what happens when you leave (hey, it can happen!) Perhaps it’s YOUR business, but you still don’t want to link it to a personal profile that you use for family connections and REAL friends.
FEAR NOT! You CAN do this. It may feel like you’ve been asked to turn over your personal diary for the world to read on your business page, but I assure you, your secrets are safe. Even though you are linking them for access, you are not linking them for the world to view.
So let’s understand something up front. When I create a business page, it is like creating a website for a business. I will need access to the backend of the site to load or change content, but nowhere on the site does it have to give my name or contact information, unless I want it to. It is the same with Facebook. Your PERSONAL profile is your access point or portal into Facebook but from there you can create and manage as many business pages as you’d like. You don’t need a special login and password for each page, and you don’t have to share passwords with anyone. (If your mother didn’t tell you this a long time ago, you should NEVER give your passwords to anyone. Whether they are your manager or not. There is no need for anyone to use YOUR password.) You log in and go to the pages you have admin access to. Your manager, or other team members, can log into their own personal profile and have the same access point if they are made an admin for the page.
If, and I hear this all the time, your manager or co-worker does not have a Facebook account of their own, so they ask to log into your account to check the business page, tell them you would like their login information to their bank account to check on your payroll first! They need to create their own account–it’s FREE and they don’t have to ever use it or share their horrifying vacation pics. If they need to log into a site, including Facebook, they need their own login credentials. There are just some things, like a glass of milk, a toothbrush or social media passwords, that should never be shared with other people.
When you are logged in from your personal profile and then jump over to your business page (easy to switch between the two from the dropdown arrow in the upper right) people on the outside do not know you are associated with the page. They cannot see any of your personal information and they are NOT automatically made FRIENDS of yours if they LIKE the business page.
With that out of the way, let’s get started! To begin, log into your own personal Facebook profile and THEN go to Facebook.com/pages and click CREATE PAGE in the upper right. You will be asked to name your page and select the category (not-for-profit, local business, etc. And don’t worry too much about the categories since they can be changed at any time. Your name is not so easy to change so choose wisely!).
Fill out the basic info and you are well on your way!
In the SETTINGS for your new page, look to the left and find PAGE ROLES. This is where you add an additional admin to the page, such as a team member or your manager (who will need to have a Facebook account). You can select different ROLES for people such as EDITOR (someone who cannot add or remove others but can post and comment AS THE PAGE.) You can select MODERATOR, ANALYST, even JOBS MANAGER to give specific rights without allowing people to add or remove others. If you leave the organization, you simply make sure there is an ADMIN assigned to the page and then remove yourself in this same area.
Now that we’ve covered how to set up your page, let’s move onto the REAL WORK…. creating and posting content every day!
That’s where things get scary! Happy posting!
No, No, Not Content Creation
Gina Schreck is the founder of SocialKNX. Their teams help organizations connect to their world and convert LIKES into DOLLARS! Be sure to find more geeky goodness on our own Facebook Page!
Who cares about the galaxy far away, when you have customers swarming around waiting to be pulled into your universe right here?
We’ve all heard that content is KING. We may have even heard that video content is QUEEN, which, aside from most card games, always trumps the KING! But, what good is it to create lots of content if you don’t have a plan in place to attract people to the content once it’s created? And even when people come to consume a piece of content you created, what is your plan after that?
Many people put a lot of hours into the creation of a single blog post, video or even website content but then they put no thought into how it will be promoted or what the next step is, and they wonder why no one is finding them. [Read More at- If You Write It They Don’t Necessarily Come]
I’m going to talk about a lot of different content pieces, and I don’t want you to get overwhelmed. You don’t need to create all of these at once, and you can get help with many of these pieces (I know a great team who can help! 😉) but when you do create a piece of content for your marketing, you need to know its role and its place in your content universe.
Your Website- THE SUN
The core of your universe, or your sun, is your website or your physical space (i.e. your store, your office, etc.). It is the place you want to ultimately get people to come to so they can contact you or purchase something from you. If your website is old and outdated or doesn’t have strong calls-to-action for people to contact you or buy from you, this should be your first step. You need a clean website without pages and pages of text.
Donald Miller of StoryBrand says it best, “If you confuse, you lose!” Your website needs to be clear and yet answer the questions people are coming with. If you feel that explaining what you do is complicated, imagine what people coming to your site are thinking.
According to Donald Miller, there are three questions your website must answer in the first 10-seconds someone lands there:
What is it that you offer?
How will you make my life better?
What do I need to do to buy from you?
There are too many websites that never clearly tell people how to actually work with the company. Go look at your website with the eyes of a stranger. Does it answer the three questions above, QUICKLY?
Too much text on a site will also cause your potential customer’s eyes to glaze over and they will leave. It’s too much of an investment that you are asking them to make. I have a hard time when people send me an email filled with text, don’t think people will invest loads of time on your website right away. Have links and buttons to “read more” or “learn more” but don’t make it over-whelming for someone just stopping by to read a blog post.
Here’s the harsh reality, no matter how much you just love the 16 paragraphs you have on that home page, even your mom isn’t reading it. As the popular meme goes, “Ain’t NOBODY got time for that!”
Once you feel that your website will help you convert more of those who come to it, let’s focus on how to get more of those ideal people heading your way.
Your Larger Pieces of Content- THE PLANETS
There are planets that are orbiting around the sun. These are pieces of content that your audience members want and need. These should have a natural gravitational pull that brings people from the piece of content into your core for more. Planets come in many forms:
A challenge series (one tip a day delivered via email)
Live Video Shows or Interviews
Shortcasts (Alexa briefings or Google capsules)
You may have some of these planets directly on your website or they can be delivered through an email or social media post. Your planets can have planets within them as well. For example, you might write a blog post and within that blog post you have a graphic or box that has a “DOWNLOAD OUR TIP SHEET WITH 25 WAYS TO SAVE TIME.” This is a great way to see if your readers are ready to move forward and commit by giving you their email address. I call this a lead magnet delivery campaign.
Keep in mind, as sad as it may be, not all of our ideal customers will be drawn to every piece of content we create. For this reason, you need to continue to create a variety of content pieces to see which ones land with your audience members.
If your content is helpful or interesting and leaves the reader wanting more from you, they will take the next step. So let’s move out into the stars!
Your Social Media Posts -THE STARS
Your stars are the social media posts (and sometimes email pieces) that are pointing people to the planets. They are small, byte-sized, shiny objects that are attractive to people. Your social media posts should be visually appealing, drawing people in to get to know, like, and trust you. They give enough information to entice. They will have short captions that attract attention and make people want to click or be pulled into your orbit.
Email messages can fall into this category since the purpose may be to pull them in closer to your core, but typically a person is already close if you have their email address. This is where you might want to look at how you can segment your email list to create smaller groups to get more personal with –that’s a topic for another post.
The key with social media content is you need lots of it. Just like stars in the night sky, not everyone will see every post. Some go by like a flash and won’t even catch your attention, while others stop you from scrolling immediately, drawing you in. You will need a variety.
Many people feel that posting one or two times a week is plenty of content on their social channels, but what they don’t realize is, like a shooting star, most people miss the infrequent post and so they never get pulled into your universe. If you’re promoting a new blog post, you might want 3-5 versions of social posts, each with different headlines and images pointing people to the post. This gives you five chances to capture someone’s attention.
Don’t forget that your social posts are not just for pushing out promotional content either. You want to mix in a healthy dose of “social” content to allow your ideal audience to get to know and like you. Social posts that do well include a peek behind the scenes in your office showing how you prepare for projects or your work team in a brainstorming meeting. Anything that lets people come in a little closer to learn more about the personality of your brand.
Ask questions to see whether your audience likes listening to classical or pump up music on a Monday morning. Share your favorite quote. That’s the social part of social media.
NEXT STEPS? What do you want your audience to explore next?
Now that we have explored your content universe, you will start to see how important each piece is in your marketing strategy. Nothing works when it sits alone. If you only have a website, you’ve got to work harder to get people to find you. And once people are on your website you will have a lot of work to do getting people to know, like, and trust you if that’s all they know about you.
Is it possible to only have a website and not need the planets and stars in your content universe? Of course, it is. When I have an immediate need for a plumber, if I don’t already have a relationship with someone, I’m going to Google, but then I will take the time to read the reviews on their Google My Business page, which is also a social channel.
Can you use only social media to get business and never need a website? Sure, you can. There is a cupcake truck that drives around Denver selling only cupcakes. You can find out where they will be and what flavors they will have stocked only through their social media accounts. So, you may have something so desirable that people are going to know about you through word-of-mouth and they already like you, so you just have to show up! That’s my kind of business.
The key is, you will shorten your sales cycle and increase your conversions when you have your content universe in working order. So once someone has been drawn to you through a social media post and goes to your website to read a post or watch a video… then you have to ask what do you do to keep them engaged with you? This is where the lead magnets and email campaigns come into play.
Often, we spend a lot of time and stress trying to drive more traffic to our websites, but we don’t think about what the person will do next. We don’t have a next step identified and so the person reads some information and then clicks away to another website. We think our “contact us” page is enough of a call-to-action, or even worse our “sign up for my newsletter.” Who wants another newsletter clogging up their inbox? Why not, “Get our weekly free tips and tools,” or something that sounds like something people would actually want.
When we attract people to our website to read a blog post, we have to think, “THEN WHAT?” What can I offer my reader when they finish, to give them a little more? What can I give them that might allow them to think of my brand a little longer and perhaps allow me to connect one step deeper with them?
You will want to start creating lead magnets and content upgrades for your blog posts or other content on your website to encourage people to exchange their email address for something of greater value. Let’s use the example of a content upgrade in one of your blog posts.
If you were an electrician and had a blog post about the “25 tips to keep your family safe around electricity in your home.” You could then create a printable tip sheet for parents to use with their children to help educate them on the “Top 10 Do’s and Don’ts Around Electricity”. You could have a second sheet that provides readers with “20 Hidden Electrical Dangers Lurking in Your Home.” Of course, your contact information is at the bottom of both sheets. All the reader has to do is enter their email address and download these great resources. Who wouldn’t want these? Since you are an electrician and you want to know who lives in your neighborhood, you could ask for their mailing address along with the email address and then mail out a card with tips on a magnet.
When your blog reader gives you their email address, you make sure you have a statement on the form they fill out mentioning you will send monthly tips and resources to keep their family safe at home, and they are automatically added to your list. Now you need to think of ways to nurture this relationship.
Perhaps you send a welcome email with a short video letting them know you are so glad they are focused on keeping their family safe and that if they are ever interested in having a free home inspection for them to give your company a call. Always mention ways they can stay in touch and find more tips and resources on your social channels. You want to stay top of mind and in front of your potential customers as often as you can
Now you send a regular email with additional tips and resources, perhaps seasonal tips along with additional information that you know a homeowner will find helpful. It doesn’t have to be a sales pitch in an email, and it doesn’t have to be daily or weekly. You are nurturing the relationship. Building trust.
At the end of each email message be sure to offer a free consult or perhaps a summer special or holiday safety check, along with your contact information. Never make people search for your contact information. I’m always surprised how many of these emails I get where they expect me to click over to their website to find how to contact them. Call me lazy, but that’s just too much work!
When this family needs an electrician, who are they going to call? They have now gotten to know you, like you and trust you because of the information you have shared. They certainly wouldn’t dare call someone from a random Google search.
Make sure you’re not collecting email addresses the way many people collect social media fans. If you are adding people to your list and then not doing anything to stay in touch and nurture the relationship, what’s the point? And then when you want to sell something to this list of people, how likely will they be to purchase from you?
WHAT NEXT? LET’S PUT IT INTO PRACTICE TODAY:
Here are 3 things you can do today to start building your content universe:
Create a content inventory of your current assets.
Add all of your blog content, video content, any lead magnets you currently have, etc.
Make a list of ideas for possible lead magnets and content pieces that you will plug into your calendar for creation.
Draw out a simple content map with your website being the sun, the pieces you have floating around the sun and then begin the craft some social media posts to start shining on those planets!
If all of this has your head spinning… RELAX! We can help you with any or all of these activities and we love working with our clients to move from just having social media posts thrown up on your profiles to having a strategy in place to drive more leads to your business!
Hotel websites are very similar. They all have the same stock photos of beautiful people sitting in beautiful lobbies or the typical hotel bedroom and the navigation panel on the side to book the room. To the average consumer, your hotel website does not do much to differentiate itself from the others. However, there are several things your property can be doing with social media to blow every competitor out of the water.
Here are 7 Ways Your Hotel Can Win With Social:
Listen to the social vine and have your hotel engage early
I don’t mean to listen to someone saying they are thinking of making a trip to Denver and you send a 20% off promo code. I mean use Twitter’s geo-location feature to listen for conversations going on in your city and then jump in and engage in the conversation with fun facts about the city, events that might be taking place that week or “DID YOU KNOW” trivia about your property or area. Ask what brings them to Denver and share a favorite restaurant or place of interest with them. Let them know you can help in any way possible AND oh, by the way, you want to offer them a special deal only available to your Twitter friends. Don’t offer the same worn out deal that they can find on any travel site.
Have your “Social Concierge” welcome a guest BEFORE they arrive
Sure, after booking a hotel room many hotels send a confirmation email, but why not encourage them to connect with you on Twitter, Facebook, Instagram, or any other sites your Social Concierge is connecting with guests. Show them you are on duty and ready to make their experience extra special. You can now extend the guest experience from the booking to the arrival, and of course, all the way through to their next booking.
Provide helpful information to guests
Have the Social Concierge provide guests with seasonal weather information suggested packing items like winter coats or fall sweaters. Put together a list of things ahead of time for each season and then place the link in a tweet or Facebook post to them. On Twitter and Facebook, you can continue the relationship building and find out if they are coming for business or perhaps a special occasion that you can now help make more productive or more special.
Send a link with local events happening in your town and suggested sites to see.Send a list of restaurants in your area and shopping malls around. The concierge at the desk isn’t the only one who can help them make plans.
Let your guests know you’re online and ready to answer any questions, before during or after their stay.This can personalize the experience and nip any problems in the bud. It can also relieve your front desk team from some of the traffic that gathers to ask simple questions.
Watch for SOCIAL check-ins
Be sure and have your social “check-in deals set up” and watch those check-ins daily to also welcome folks who may have come into your social range through these channels. A person is always stunned when they check in on a social channel and someone replies to them with a WELCOME note. It shows you are listening.
Don’t send a typical survey after a guest leaves
These are impersonal and most guests feel as if it goes into a shoebox under the GM’s desk anyway, never to be looked at or acted upon. You do the work. Reach out and ask them via Twitter or Facebook, if their stay was excellent. Get specific feedback and if the guest is delighted, then you can ask if they’d be willing to share the sentiments on TripAdvisor, Google My Biz or Facebook recommendations. Encourage them to share any favorite photos or memories from their trip. Keep the relationship growing!
What are some other ways you can reach out through the social channels that guests are flooding, to create a more unique customers experience? Have you had any hotel or retail store do something creative that WOW’d you? We’d love to hear.
I know most people are skeptical about Yelp, Google Local, TripAdvisor and other review sites, and none more skeptical than a business owner with a bad review posted on one of these sites. “It’s probably one of my competitors, posting a false review.” Whether it is your evil competitor trying to take you down or your newest fan raving about you, these sites cannot be ignored.
With over 178 million monthly users on Yelp, 260 million users posting reviews on TripAdvisor , and 2.23 BILLION active users on Facebook, (as of June 2018) all itching to have their voices heard, companies have to monitor their brands and make time to engage and reply to these reviewers. With a little attention to these reviews, you can turn around a bad experience and build loyalty, and on good reviews you can boost the love and create a viral spread.
Reply to comments and social reviews quickly
When someone takes the time to write any comment about your business, they are giving you a gift. Don’t leave that gift unacknowledged. Make sure you have notifications turned on for comments on your website and that you either check once or twice a day all of your social channels or turn those notifications on as well so you don’t miss comments there. There is nothing worse than leaving a question or comment and never hearing back. Whether you receive a great compliment or a horrible review, be sure to thank the person for taking the time to provide you with feedback. One thing I learned from raising my 4 children is, what you recognize or reward will be repeated. Thank people for bringing you the feedback.
Again, something I learned from my kids during those teenaged years; an apology that starts with SOR-RY and includes BUT… is not an apology. It is an excuse. I had the opportunity to sit with a woman in a cable company call center, Mary Delgado, who was the escalation desk for the vilest of customers. She took call after call from people who were cussing at her, screaming into their phones (over cable TV, no less). Mary would listen without interrupting and then her first response would be, “Oh my goodness. I am so sorry you have had to go through this. This should NOT have happened. I am going to get this taken care of.” It was so classic. You could almost see the person on the end of the line squirming as they tried to come up with another comeback. Their anger couldn’t compete with her willingness to own the problem and seek a resolution. Sometimes all a wronged customer wants is to be heard and to hear a sincere apology.
Don’t delete the comment
Show, in public, how you are going to make things right or at least ensure it doesn’t happen again. Most review sites don’t allow you to delete a review, but Facebook does if the comment is left on the page and not in the review area. I have seen companies delete negative reviews, thinking the person will just quietly go away. If you delete an angry comment on your site, the customer will take it to a public space where you have no control and it WILL get ugly. I am shocked to see review sites where a company either denies that the problem happened, basically calling the customer a lier (Most classic is the Blue Sky Hostel owner in Glasgow who calls the customer a blind, fat, a retard and the firestorm of comments back and forth between the owner, the angry customer and everyone else who chimed in for entertainment that wasn’t available on any television network. You can find the Buzzfeed post here with screenshots. Which is another reason why you should never delete a negative comment–the person has most likely taken screenshots in case they need to go to the public.
So what can you do about it? If it is something you need to investigate to find out if it is true, you can HIDE a comment on Facebook, but on any site, you should contact the person who posted the review and ask them to contact you via private message to resolve the issue. When they don’t respond, you can assume the person isn’t looking for a resolution.
Whether it’s a negative review, an old embarrassing photo of yourself, or anything that shows up on the web that you wish would just go away, the one thing you CAN do is put out lots of good content that is attached to your brand, to push those old reviews down. It will take time, but it works.
Ask for reviews and recommendations on your social media sites.
When a delighted customer tells you they had great service or loves your product, immediately ask if they would mind writing a review for you on one of your social sites. Let them know how it helps your business and then thank them. Talk to your team and remind them to think digital first and get those recommendations in video, on social sites or anywhere else that the world can see.
I’d love to hear from you. Have you left reviews on a social review site? Do you expect a response? How do you feel if you get one?
If you need help keeping up with all of the responses and connecting with your social audience, contact us today.…it’s what we do!
I have a friend who would never allow people to pop in or come over if her house was not perfectly clean and orderly. She had two small children and she said she didn’t want people to see the mess. I always laughed and told her, if that were true for me, I would never have a visitor, announced or not.
There are some businesses that can’t allow people to pop in on them for fear they may see something less than perfect as well. They want everything well scripted and professionally produced before they will allow the world to stop by on their social media channels. They don’t like live-streaming for fear of being imperfect and some don’t even like allowing comments from fans on social media channels for fear of what they might post.
The problem with social media is it should be more… SOCIAL! It is “in-the-moment,” spontaneous, and yes…sometimes MESSY. If your team is waiting for approvals and meetings to take place before a response or post can go up, and you can’t share or ReTweet something from someone else’s profile because it was not screened ahead of time, your brand will struggle to be “social.” Social media is the place to let your audience peek behind the curtain and see how your products are made, your books are written, your team learns together, and how you play.
Some still think social media marketing is best for B2C businesses, but the reality is whether you are a B2B or a B2C, we are all in P2P relationships. Person to Person. We want to connect as one person sharing and providing value to another person. People like to see who they are dealing with at another business. They also want to connect with real people.
Like inviting a new friend over for coffee, social media in a B2B or B2C environment allows you to get closer and begin building the trust needed to establish a relationship. While people may not want to become “besties” with their cell phone provider, they do like to know they have someone there that cares and can help answer questions when they have one.
When I started researching for this post, I found a few B2B companies that were doing an amazing job with their ability to be social and show a human side to a rather technical industry, and of course I found a few that should close their social windows, draw the shades & sit quietly until people pass by.
Let’s take a look at a few good and bad examples of businesses on social media:
AGCO offers a full line of tractors, combines, and other agriculture equipment. They sell to distributors who sell to the end-user (farmer or rancher). You may think an equipment company would have no place on social media sites, but you’d be wrong. This company and their 5 brands are connecting and having real conversations with their distributors, fans and those seeking answers about the equipment.
What they share:
Lots of informational and helpful tips mixed with fun and more playful or personal photo posts. One that I found showed the spontaneity and fun. (Rainbows don’t wait for a committee to approve them.).
What social sites they are active on:
They have a WordPress Blog, Facebook, Twitter, and my favorite was their YouTube channel. They have an incredible collection of educational and informative videos (thousands of videos!) from their own team as well as from their community members.
What we can learn from them:
Provide as much information and helpful content as possible and be where your customers are to answer their questions. Be casual and conversational. Allow your community to be involved in teaching others about your products or services.
The Funeral Industry
This industry is one that you might shudder to think of on social media, but when you consider the fact that at least most of us, will need to secure the services of a funeral home sooner or later (hopefully much later), some make it a very “lively” social experience on their pages and profiles. Most funeral homes are very active in their communities and one, that shares great information as well as these fun community event photos, is Bartolomeo & Perotto in New York.
What they share:
Tips for caregivers and families dealing with aging parents or loved ones. Resources such as Meals on Wheels, hospice care contact information, local blood drives and fun charity walks and runs. You can find information on creative memorial services and explanations on cremation versus burial services. You will also find information on events they are involved in, such as their annual butterfly release (photo below), the 9/11 memorial parade, and their very popular “Stockings for Soldiers” campaign. The community shares the posts, shows up at their events and supports the causes that are close to their hearts.
What social sites funeral homes are active on:
While we found Pinterest boards filled with cemetery statues, memorial ideas, songs for memorial services, floral arrangements, urns and more there were only a few funeral homes who had created boards. Most of the content was user-generated. We found many funeral homes on Facebook and Twitter, and a few savvy enough to answer the many questions consumers have about funerals on YouTube.
And of course there are businesses that try to fit into a typical social mold but their target audiences don’t want to talk there. While I believe any business can learn to be social, the platforms each chooses may need to be very different. A Blog can be a safer place to learn about bipolar disorder than on Facebook, where I wouldn’t want anyone to see that I liked a page let alone that I asked a question or commented there. YouTube videos, and perhaps even Instagram are a better place for someone to learn how to treat acne than for me to follow and engage with @ZitBeGone on Twitter.
Medical and dental offices can be very social if they share helpful, fun and interesting information for their audiences. However, if you take out the fun and interesting posts, it leaves only content about veneers and crowns. There are only so many posts one can take showing the inside of people’s mouths combined with information on root canals. We did find several who know how to be social and are sharing fun community events along with helpful information. Love to Dr. Jim and his Tooth Fairies at Southwest Pediatric Dentistry. (We spent 6 years visiting these fun folks with 3 out 4 of our kids in braces!)
We can see the personality of a business on social media sites.
Download our FREE assessment to see HOW SOCIAL IS YOUR BUSINESS and get tips and tools to improve starting today!
So before hanging your social shingle out letting people know you are on social media, you might want to ask a few questions first:
Is our potential audience active on social media sites?
Which sites and platforms?
Do any of our competitors have active communities on these sites?
Can we write content, regularly, that is more casual in nature and “social” than what is found on our website? (You cannot simply regurgitate your web content over and over and call it social marketing.)
(Here are 30 ideas of things to post on your social media accounts when you don’t know what to say.)
Are we okay with sharing photos, videos, and stories of our team and the daily activities behind the curtain?
Are we okay with allowing our community to share their stories, videos, and photos on our pages and profiles or their own?
Are we okay with people posting feedback about our company, our products and services and even our team members on our pages?
What is the personality of our brand? Not what do we WISH it was, but what IS IT currently? Write the words that describe your brand and your team. Don’t portray one personality online and shock people when they come in to do business with you and your team members.
Are we prepared to let our social marketing team (or person) have some freedom to engage with people and respond in the moment without needing to micromanage?
Being successfully social means being a little vulnerable, and a little more honest about who we really are when the staged photos of fake team members are taken down and the perfect web copy fades away. Being successfully social means having a sense of humor and a more playful spirit. It means letting people pop in without worrying about them seeing a few toys and crumbs on the floor.
How do you feel about letting people see behind the curtain of your business? I’d love to hear from you. Leave a comment below or connect with me on your favorite social media channel… I’m everywhere YOU want to be! @GinaSchreck