So your business is on social media and posts on a semi-regular basis, but that’s not enough. In a convenient, online, instant world, it pays to be interactive as well as active on social media, and there are good ways and bad ways to go about doing this.
Responding to comments
Show you are listening to feedback and to customers by responding whenever your company is mentioned. Whether it’s a question or merely a passing comment, a quick and positive response, or a fully-answered question goes a long way. Studies show that social media users are a lot less patient than emailers, so time is of the essence. Try to aim to respond to any tags within a few hours. Keep in mind that people may not always tag the account, so be sure to do a search for your company name to see what people are saying and appear pro-active.
This should go without saying, but it doesn’t hurt to mention it. Be positive, polite and maybe even a little humorous (if it suits the mood). Don’t rise to nasty comments and feel free to report and delete comments from obvious bots.
You may post twenty times a day, but if it’s not garnering any interest, you may as well be shouting in an empty room. Many social media sites, especially Facebook, have algorithms that filter out uninteresting content that people aren’t responding to, so it’s your job to make sure they do. Post content that gets people to interact, like questions, surveys or quick polls. Send out a fun ‘What’s your go-to morning beverage?’ or ‘Tweet us a pic of your best Halloween costume’ with a few hashtags keep it light, interesting and algorithm-friendly.
Handle negative comments the right way
Don’t ignore them! As per #2, always be polite, and if the complaint is persistent, it’s a good idea to switch to a direct message. Never delete complaints or negative comments unless you are sure it’s a bot (caps lock, weird use of English, inability to specify complaint). This shows you are a respectful and professional company.
Make meaningful connections
Social media is an easy and effective way for consumers and businesses to connect, so make a daily effort to do exactly that. Popping on once a day to post something is a one-way street. Take an extra ten minutes to search trends, like and share other posts, and comment on what’s trending and relevant to you.
Show your customers who’s on the team. Celebrate new staff members with a photo and quick introduction, share images and videos of fun activities in the office and use names to bring it to a human level.
Show, don’t tell
It’s proven time and time again that posts with visuals garner the most attention, so take advantage of this. The more interesting you are, the more interested people will be. Don’t be afraid to use humour, be different, a little weird and attention-grabbing. It doesn’t always have to be business-centred (that’s not super interesting, right?). Just make sure it’s not offensive or controversial.
With all of these points to remember, it may seem like a lot to do for social media. Delegating at least one member of staff or employing the use of a social media tool is the best way to keep on top of things, especially when it comes to timely responses.