Leveraging Social Media to Grow Your Brand
Social media is a great tool to connect with customers and increase exposure. These sites are a free way to promote your brand, but it does require an investment of time and effort. There is the right way to manage a social media page and the wrong way. Below is my list of best practices to help you build successful pages.
1. Post relevant, engaging content.
Post engaging content to attract fans and encourage them to be active. If a fan likes a page and never visits, then you are missing out on opportunities to market to that person.
2. Update often.
If you take the time to create a page and build an audience, commit to updating the page often. Pages should be updated at least once a week. Keep in mind that you don’t have to be on every social media site. Choose the sites that will provide the best tools for your company and invest time in building those pages.
3. Keep it brief.
Users on social media don’t want to read an essay, so keep posts brief. If you feel there is more to say about a topic, create a blog post and post the link on your social media site.
4. Have a voice.
The page should have a voice. Decide early on what type of voice you want for your page. Do you want your page to be fun and conversational, or do you want it to be serious and informative?
5. Build your brand.
This is your opportunity to promote your company to qualified fans of your business. It’ll help you create a company of loyal customers.
6. Respond to comments, especially negative ones.
Negative comments should never be deleted. This will cause you to lose your customer’s trust. Instead, use a negative comment as a learning experience and as an opportunity to resolve the situation. Respond in a timely manner so that it doesn’t sit for too long.
7. Encourage interaction.
Keep the conversation going on the page by posting unique content and thought-provoking questions. A great way to increase interaction is to run a contest in which users need to post to your page to be entered in a giveaway.
8. Avoid controversial topics.
Try to steer clear of controversial issues that don’t specifically involve your company. You don’t want your page to become a boxing ring.
9. Know your audience.
Don’t just share every Twitter and Instagram post to Facebook. It maybe okay to post several tweets a day on Twitter, but users on Facebook would likely get annoyed with your content clogging up their newsfeed. Try to learn as much as you can about followers on each specific social media site and tailor your content to each platform.
10. Use reporting tools.
Keep track of engagement and demographics by using the reporting tools offered by the social media sites. You can learn a lot about your fans by analyzing the data and learning which posts get the most scrutiny. Use this information to cater your content to what the users are responding to.
There are also many helpful external social media management and reporting websites that aggregate data from all of your social media sites.
- Hootsuite allows you to get real-time data on all of the posts you share and measures yoshareandmeasures your reach across the web (free and paid subscriptions available.
- Social Report allows you to analyze your audience, engagement, activity and view demographic data (requires a paid subscription).
- Cyfe gives users access to social media analytics and creates an easy-to-read dashboard that tracks new likes and follows, referrals, reach and more (free and paid subscriptions available.
Overall, have fun with your social media pages and experiment a bit. Post different types of content to see what attracts fans and develop a strategy that works for your business.