A social media presence has become almost as common as a social security number. If you don’t have one, it’s assumed you don’t exist. Most companies understand this and have created profiles on social media sites to represent their brand.
But it doesn’t stop there.
Facebook and Twitter are not directories. They’re entities to share the story of your brand. Below are three common mistakes to avoid while maintaining your social media presence.
Not Updating Enough
There is no golden rule for how much to post on any medium. It takes experimenting with different times and frequencies to see how it affects engagement. But posting once a week on any medium is rarely enough.
Twitter is short-form and fast-paced. You’ll want to post the most frequently here to stay ahead. For Facebook and Linkedin, things are bit slower and your post has more longevity than a tweet. It’s key to strike when your audience is most likely to be logged in.
Note: This is a broad industry standard. Tailor to your own needs.
The people at Buffer compiled research done on optimal posting frequencies. It should be noted that the numbers they have refer to a broad industry standard that does not reflect the particularities of the service industry. I still recommend more than one post a week for any medium. But certainly do not feel like you have to post 30 or even 5 times times a day.
Not Engaging Enough
Customers love a deal. Offering exclusive sales for your Facebook fans is a great way to expand your audience. But you need to post more than that. Nothing makes me unfollow a brand faster than seeing nothing but “20% off this” and “15% off that”. Content should be informative and entertaining not just advertising.
The following are brands that have found creative ways to use their company profiles. Agilent Technologies, a B2B company, uses Facebook to show who uses their products and highlight their employees. They do this using high quality, creative, branded images. On LinkedIn, American Airlines has engaged their audience with a well-developed company profile. They have a beautiful banner and hold contests with their audience.
Next week, we’ll go over content strategy. These examples should get you thinking about what you want your social media engagement to look like. Social Media Examiner is a great resource for knowing more about how to use social media for brand awareness.
Not Enough Personality
This should be the easiest part–be yourself! You are representing a brand but use your own voice. Be real with customers, and they’ll want to engage with you. Your Facebook page shouldn’t come off as an obvious ploy to capture leads. It should feel like there’s an actual person behind the Twitter avatar.
Conclusion: Use Social Media to Connect
There are many applications and websites offering to automate this process for you. But you can’t leave it all to a machine.
The intent of social media is to connect with others. People see advertisements everywhere they go. Offer your followers informative and entertaining content. Give them content they’ll want to share to their friends. You will see Facebook and Twitter become lead generation tools for you.
It just requires you to be patient, vigilant, and, most of all, yourself.