Brands: Are You RAGING or Engaging? #SMM #CustomerService
By Steve Barnes
Executing social media correctly means starting a conversation with a consumer and engaging with them, not giving a speech. There seems to be a disconnect with some marketers that feel their Facebook wall or Twitter feed is a loudspeaker with a big fat microphone attached. It’s the equivalent to typing IN ALL CAPS ALL THE TIME. Think of it more as those 2 old cans with a string between them. You get the point…it’s a 2 way conversation…a relationship.
Ask questions. Show pictures. Offer deals. Be an expert in your field. Engage with video content. Vitrue and others offer tools which will help you layout your social media offerings in an effective schedule. The tool will DO the job, but the social media etiquette is still up to YOU.
A few mistakes that social marketers make that can mean a death sentence to your brand, losing eyes by the truckload:
1. Posting too much a.k.a. “Flooding The Stream”. Vitrue generally posts no more than 2x a day and no more than 5 days a week but everyone’s scenarios could vary depending on your type of business. Since we deal with B2B, that is what works best for us. Don’t post every move your brand makes, only the important ones.
2. Posting at the same time. Make sure and layout a social schedule that “Flips The Clock” meaning if you post at 8 am, do your 2nd post between 6 and 8 pm. Chances are you avoid social irritation as someone probably won’t see both your posts. At the same time, you are covering 2 different day parts. Move these around the clock constantly and stay away from hitting the same time over and over. The message redundancy will grow tired. Vitrue has found that posting before 12 noon gets the most engagement which would lead to posting a “debut” or important post at that time.
3. Reposting is ok. Using the theory above, if you posted a great offer at 8 am on Monday then repost that same offer the next day in the evening slot. Different eyes.
4. Posting something WITHOUT content attached. You have to give them something. That “something” can be anything beneficial…a coupon, a funny viral video, your produced video, a funny link, something funny…you have to give SOMETHING. Your message can come on the heels of the content as a “Social Sucker punch”. For Example, you have a link to a great video that everyone is talking about at work. Publish the link and “work in” your brand. If you were “Store A”, your post: Have you seen this crazy link? Everyone here at Store A is cracking up–this is awesome. That’s just one example. There’s a million ways to do it. You get the credit for showing something funny and still get your brand in front of eyes. Before you hit the post button, read it and make sure it looks like something that YOU would click on? You are your own network executive and you want to be sure you know your audience.
5. Put too much info in the text part of your post. This is not the place to write a novel. This is the place to put bait to get eyes to the content that you want to share. Don’t put the whole post in that box, just a teaser.
6. Message people behind the scenes. No one wants your shilling in their private in box. That’s a social beheading. Immediately.
7. Leaving “Money on The Table”. There are places to put your bait while searching for Social eyes. The first place is the main post field. The second place is the information field under the link to the content that is automatically populated with info from the site where the content came from. You can copy over that info with your own info. Copy/Paste your text from the post box and put in this area, too. This way, when people share your piece, the text goes with them. Otherwise, you lose all the info from the post box as that is where the person sharing now gets to put a message. Your info will still be in the box beneath the link.
The deadly social bullet is the UNLIKE click that can be heard around the net. Dodge it.