By Aimee Woodall
If you think about the words “social media,” they roughly translate to “friendly, outgoing vehicles or means.” And, with that definition in mind, smart businesses are adopting these “friendly vehicles” to augment their marketing efforts. It’s inexpensive, easy and a great way to reach a large number of people quickly. But there’s more to social media than creating an account and speaking in 140-character increments. As with anything else, to make the most out of your tweets, posts and updates, you have to be strategic.
Tone and Voice
Wefve all heard the heated political debate about whether or not a corporation is a person. While corporate personhood has plenty of opposition in the broader realm, in marketing, it is uncontroversial. If youfre doing things right, your company has a voice, a personality, likes, dislikes and interests – just like a living, breathing human. So, in all of your marketing collateral, but especially in social media, use a distinctive (professional, yet distinctive) tone and voice to illustrate the factors that distinguish it.
Frequency
You wouldn’t watch a TV show that came on once a year. You wouldn’t be close friends with someone who called you every six months. It will be hard to see the benefits of social media (and there are many) if you don’t use it regularly. The crux of effective social media is the relationships that it fosters – relationships that keep your business top-of-mind and connected to its target audience. Lack of communication on your end will cause online relationships to dwindle rapidly, and everything you say will fall on deaf ears.
Content
You already know that your business is a gpersonh (at least on social media). Whatfs even more important is that your business becomes a very interesting person – and an industry expert. Share articles about your trade, comment on relevant current events, provide an intelligent opinion and give your followers insight into you the inner-workings of your company. Speaking entirely in the first person is an easy way to lose followers, so make sure your posts are packed with things that will make people click, share and engage.
Crisis Communications and Customer Service
Tone, frequency and content all contribute to relationship building, and as with any relationship, it will truly be tested when the going gets tough. Disaster is inevitable, but it doesn’t have to be insurmountable, as long as your company maintains transparency. Social media provides an excellent platform for public apologies, troubleshooting and the management of a potentially destructive story. Remaining honest and responding gracefully to questions and complaints give people the impression that your business’ cards are on the table and that you care about their satisfaction.
As your social media strategy evolves, don’t hesitate to explore new online platforms using photography, video and images. The heart of social media is found in the connections you make with your clients or customers, fellow colleagues or unexpected vertical markets, so remain open to new ideas and changes. Follow these rules, and social media will be the friendliest vehicle you’ve ever driven.
