Do’s and don’ts for successful social media marketing – part 1: content and style of writing
Do you belong to the 71 percent of American internet users who use social networks like Twitter or Facebook more than once a week? Chances are good, because social networks are present in most of our daily lives. Many big companies use the popularity of social media to run their own company page and are therefore in constant contact and exchange with their fans and followers.
Having a presence in social networks also pays off for smaller businesses and companies. Recent offerings, new products and interesting events can be published in just a few clicks and shared within the community. Still, a lot can go wrong when you’re trying to push your own brand via social media. In this blog series we’ll give you some advice on how to use social networks successfully for your own company.
Before you begin, you should consider if a social media page makes sense for your company and if you have the resources to maintain it. A social profile doesn’t end once you create your page. Your accounts have to be updated and maintained on a regular basis to offer your community a certain value. So if you know that you – or your team – aren’t capable of doing this, just don’t do it. A deliberate decision against social networks is better than one that’s half-hearted.
What content is good to post?
Content needs to have certain relevance for their readers. Before you post something, ask yourself: What does my community gain from this article? Do they learn something new or interesting? For example, are you debuting a brand new product or new trainee, are you at an exhibition or have any exciting and current offerings? An article should be posted with purpose. If not, your readers will lose interest and leave the site. Post content that is a combination of product news and insights into your company. Relevant articles that describe industry trends and developments are also worth sharing.
Furthermore, it is important not to publish posts that are too long. On Twitter you don’t have that problem because of the maximum of 140 characters you can use per tweet. Facebook, on the other hand, has theoretically no limits regarding the length of your posts because of a 60,000-character limit. Best practice: keep it short and simple. Avoid text that is too detailed and create shorter posts that get to the point.
Posts with pictures receive more engagement than posts without so use relevant pictures when possible. Just remember to consider image rights. Posting your own original photos is easy, but if you take images from the internet you must have to owner for permission. Some people will allow you to repost their images on the conditions that they receive an image credit such as linking to their social media profiles, portfolio site, etc.
Which style of writing is appropriate?
Most importantly, don’t pretend to be someone else! Communicating on social networks doesn´t mean you need to sound cool and young. Are you a lawyer who speaks more formally with your customers and business partners? Then maintain your voice on social media as well. But if you own a young and dynamic start up, you can treat your community a little more casually. The most important thing is to keep the tone that you use in your daily business life. This may be casual or formal, but always stay professional.
Part 2 of this series will tell you when to publish your content and how to handle negative comments on your profile. Don’t know all the terms used in this article? Take a look at our social media ABC’s.