In 2016, there are many social media networks that allow online users to leverage their accounts to reach their target audience. About 20% of the world’s population is now on social media and for different reasons. The point is having a social media account is one thing, but how you use your social media network is another. How you leverage your social media account makes the difference between reaching a few and reaching the masses, especially in business. This week, Sociamerica will provide you all with 7 horrific pieces of social media advice that you should ignore.
1. Your prospects are not on social media. You don’t need social media.
Every prospect is using social media in 2016. According to the Pew Research Center (2015), 72% of adults are using social media and another 62% are using Facebook. In fact, if you’re not using social media, it’s costing you money because your competitors are staying ahead of you with social media and in front of clients and prospects online.
Also, social media networks have advertising systems. This means you can invest money to target your prospects online. There’s always another prospect that you haven’t already engaged with online. Most followers base their purchasing decisions by what businesses advertise and market to online users in 2016.
2. The more followers you have, the more revenue you’ll make.
It’s important to have a large following, but don’t overlook the quality of your following. While you target new followers through digital marketing and advertising, you must take into account the business or individual who is likely to buy from you and to identify where you can locate them.
For instance, company A with 50,000 twitter followers may not be as valuable as company B with only 5,000 twitter followers. Company A may only have 1,000 followers that are interested in buying from them. Company B may have 1,000 followers that are interested in buying from them. Which account is more valuable? It’s company B because they have a 1 in 5 chance of a lead conversion, whereas company A has a 1 in 50 chance of a lead conversion.
The point is that you advertise and market your brand with social media to online users that have something in common with your brand. It’s important to give facts, be consistent and creative and to be relatable. Without these items, your 50,000 twitter followers will have no value.
3. Don’t be personal
Being personal is exactly what you need to be. Social media affords you the opportunity to promote your company’s milestones and office culture. Clients and prospects want to understand who you are as much as understanding what you can do for them.
For example, if your employee has been with your company for 20 years, celebrate with them. Share your office celebration party on social media. Online users love to see that you are about people as much as you are about the bottom line.
4. You can’t measure social media.
Of course you can measure social media. Social Networks, like Facebook, allow you to measure a number of items, particularly, impressions, shares, likes, etc. Also, Facebook, like other social networks, have an advertising system that allow account holders to see how far they are reaching online users in a specific location, online user age, online user race/ethnicity and more.
The value of social media is collecting data that allows you to add more or less to your marketing and advertising strategy. Also, online users can use social media to evaluate online community engagement and how frequently online engagement occurs in a social network.
5. Only publish messages about your business
This is how you lose your following. It’s important to promote your business, but it must be done strategically. In Social Media, there’s a rule of thirds: promote, share and converse. This is a golden rule with social media marketing.
Promote is when you post content about the business and what is offered. It’s important to discuss events, news and services to show followers what the business is and what it can do for customers. Share is when you post content about what is happening in your industry, so your followers can share useful information to their friends. Converse is about showing the personality of your business. Whether it’s celebrating with your staff over a pizza party or volunteering in the community, it’s critical to show followers that your company is about people as much as it’s about the bottom line.
6. Don’t respond to negative comments
There’s a difference between an online user who has made a negative comment and a naysayer. If you have a naysayer, block them. You’re never going to win over a naysayer. If you have an online user who is frustrated or confused about something you do, it’s important to respond quickly and professionally. Sometimes, this individual may have misunderstood something or they are interested in attention that they are not receiving from your office.
By responding in a timely fashion, you can apologize and thank them for reaching out to you, figure out what the problem is, offer alternative solutions, thank them for their feedback and learn from your experience. Not only do you learn, but can also you gain a reputation of fairness, honesty and professionalism with a swift and comprehensive response. This will help build your brand, long-term.
7. Don’t let you employees use social media.
Your employees are key to the success of your business. When employees are online, they are in the position to share your company success, services, volunteerism, etc. In addition, employees can provide a testimony of how customers respond to their customer service.
If you have a small business of 10 employees and each employee has an estimate of 700 friends each that’s 7,000 friends who may see your brand. It’s always important to consider the people who work for you to be your ambassadors for the brand. Also, employees can monitor what online users are saying online that the company can use to improve their product or service line. Remember, social media is about data collection to improve the brand of your business!
In short, these are 7 of the many horrific pieces of social media advice that you may receive. In 2016, over 1 billion people use social media, but most online users do not understand how to leverage it. Always remember that if you want to reach your target, you have to be creative and consistent. The key is to post something that you would want to read and something that would catch your eye.