Marketing

Ten Ways to Make Your Social Media Rock

If you don’t listen to what’s being said to you or about you, then you’re not ‘being social.’

September 13, 2013
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5. Foster fan-to-fan engagement

Some of the strongest social networking communities are based on supportive relationships and information-sharing between fans. If you post interesting content, this will follow naturally as fans start to engage with others based on common interests.

To encourage these relationships, listen to fans, chime in when you can add something interesting, respond to comments, encourage fans to share photos and experiences, and communicate authentically.

6. Don’t overly automate

There are some great free tools that can help you automate your posts. But don’t over-rely on these to get you through the day—it will show.

Instead, set aside two to three time slots a day to post content, monitor, and respond to fans.

7. Commit to social media

To succeed in social media, you must take it seriously and be committed to it.

Don’t treat social media as an aside to be used when you want to get the word out about your latest offer. Commit to a content strategy and involve people at all levels of the organization in your social media strategy.

8. Treat social media as an arm of customer service

Social media is an essential part of your customer service strategy. If you are on Facebook or Twitter, be prepared to monitor and respond to questions and complaints.

9. Don’t neglect other marketing channels

Social media may be free, but it only works as part of a wider, integrated marketing strategy. Don’t neglect your website, and remember the continued importance of email.

10. Measure

Use third-party apps or Facebook’s Insights tool to monitor click-through rates. Compare these across posts to see if there’s a trend as to the type of content that’s popular.

Measure engagement by tracking how many likes and shares your posts get (measured by Facebook as “reach”). Use this data to inform and adjust your content strategy.

CARON BEESLEY is a small business owner, writer, marketing communications consultant, and community moderator for the Small Business Administration. Follow her on Twitter via @caronbeesley.

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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