1. Be Consistent
This is arguably the most important step in using social media. When setting up profiles across multiple platforms, make sure the contact and company information is identical on each platform. If these details differ from one another, there is a strong possibility that they will be identified as different companies through search engines.
It is also important that the posts themselves be consistent in tone. The tone you choose should be determined by your audience, and how your company would like to be perceived. Messaging tone, whether in social media or other contexts, which mirrors the voice of the audience you’re engaging, creates relatability and credibility. Informal versus formal, light-hearted versus serious; these are the considerations to make based on the message being delivered, and the audience to whom you’re delivering it. This is going to come down to how well you know your audience demographic. In addition to the core of the content, some of this desired tone can be accomplished through the use of relevant social media hashtags and keywords.
2. Post Regularly
When it comes to social media, the answer is simple: post. This helps portray your company as relevant and active. The recommended number of posts according to Buffer is twice a day for Facebook and once a day for LinkedIn. However, this may not be the most effective schedule for your company. Try making a social media calendar based around what you would like to accomplish and then use a scheduling service such as Hootsuite, Sprout Social, or Buffer to preschedule and manage your posts.
3. Vary Post Content
Variety keeps things interesting and captures attention. Mix it up a little by adding in posts linking to articles about industry news, photos of company events, or even employee showcases. These, in addition to posts about services and products, will create a well-rounded profile with a little something for everyone. Keep in mind, posts with images or videos almost always perform better than text-only posts. To measure post success, take advantage of the free analytic performance statistics that each social media platform offers.
4. Vary Posting Times
Each social media platform has times when activity is highest. The ideal time to post to Facebook is from 1p.m. to 5p.m. EST; whereas, the ideal times to post to LinkedIn are from 7a.m. to 8:30a.m. and 5p.m. to 6p.m. EST on Tuesday, Wednesday, and Thursday. However, when considering these times, it is important to know your audience and adjust times according to when they are most frequently checking their social media.
5. Be Engaging
Posting is great, but making the posts engaging takes it to another level. There are many different ways this can be done. For instance, a call-to-action in your post tells the viewers what they need to do. The call-to-action can be as simple as saying, “Let us know what you think,” or “Contact us for more information.” Questions, polls, and games (when relevant) are also effective ways to get viewers engaged.
6. Respond in a timely manner
Once your viewers have begun to engage with posts, your next step is to respond to questions or comments. A quick response shows your viewers that you care about them, and that you care about what they care about; this is more likely to establish trackable sustained engagement. Set aside time to check your social profiles twice a day. Checking once before lunch and again before you go home will ensure that you are responding in a timely manner.
In conjunction with other marketing efforts, and when used effectively, social media has the opportunity to be an extremely successful and efficient communication platform. From advertising to lead generation, social media offers the customization and flexibility to fit the company’s ever-changing needs.