Answers to the top 5 questions about managing social media content
1. SHOULD I USE SOCIAL NETWORKS FOR MY BUSINESS?
Just yes. A resounding yes. this is why [I]:
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More than half the world now uses a smartphone;
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Almost two thirds of the world’s population now has a mobile phone;
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More than half of the world’s web traffic now comes from mobile phones;
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More than half of all mobile connections worldwide are now ‘broadband’;
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More than one in five people in the world made purchases online in the last 30 days.
With more than 2 billion people on social media, conversations have long moved to digital platforms. The consumption of information has migrated online. To communicate, businesses need to stay current, relevant, and most importantly, competitive. The rules are simple, snooze and lose. However, being on social media is more than just posting regular updates on any of the platforms. Much more thought and effort is required.
2. WHAT ARE THE SOCIAL MEDIA PLATFORMS I SHOULD USE FOR MY BUSINESS?
The first visible step in joining the digital conversation is establishing a presence on social media platforms. It is not advisable to participate on all available platforms, but neither is it advisable to select on a whim. The right platforms are where the company’s or organization’s target audience is located.
In addition to compatibility with the target audience, the platform must also be relevant to the business. Google+, for example, is the third most popular social networking platform in the world, but it barely makes it to the top five in Singapore. For visually driven businesses like interior design, jewelry, and fashion, Pinterest may be a smaller community, but it’s worth considering.
professional advice: Beware of duplicate content. Instead, optimize each content format for different platforms to maximize message reach and traction.
3. SHOULD THE CONTENT OF MY COMPANY’S SOCIAL NETWORKS BE PROFESSIONAL OR PERSONAL?
Many social media crises arise from the communication of personal emotions or the ignorance of genuine (albeit negative) feelings. It does not mean that Internet users do not appreciate personal connections with brands on social networks. The key is to strike that delicate balance between being professional and sounding personal. Remember, respond and don’t react.
It helps to get out of the cold walls of generic corporate messages and interact with consumers in a more accessible tone. A study shows that brands that actively engage with their followers online are more likely to earn brand loyalty.[ii]
professional advice: Share about local community events and local businesses, employee stories and corporate values. This makes the brand more identifiable.
4. HOW OFTEN SHOULD I POST ON MY COMPANY PAGE?
It’s a no-brainer: consistency can only come from hard work. A business that is not committed to growing the content on its social media platforms is doomed to abandonment and oblivion. However, simply working hard is never enough. Not only is it laborious to sit in front of the computer preparing content after content throughout the day, every day, followers can also get upset and decide to end this virtual relationship.
“Although it is admirable to be ambitious and hardworking, it is more desirable to be intelligent.” -John C Maxwell.
Instead, use analytical tools and research data to predict the best times to post and the best type of content to post.
To prevent fires, prepare and schedule these contents in advance. Just amend it if necessary when the contents are about to be published.
professional advice: Being consistent does not mean being boring. Ensure a healthy mix of original and third-party content to keep your audience entertained and engaged.
5. WHAT SHOULD I DO IF THERE IS A NEGATIVE COMMENT FROM A COMPETITOR OR CUSTOMER?
Social networks not only involve the community at large, but also function as a “client” interface. When a business decides to brave the waters of social media, it must be prepared to respond to or address comments. While not all brands can get away with being like Wendy’s on Twitter, it’s worse to ignore or delete comments and reviews. When you encounter hostile feedback, always address the issue courteously and offer to resolve the issue in private.
professional advice: Comply with statements or promises made online. Hell does not have as much fury as that of a scorned netizen.
Creating a social media account or page is easy, but managing it sustainably and effectively requires strategic planning, great dedication, and a clear understanding of the online community and how to properly converse with it. Unless a company has an in-house specialist, this is a job best done by a public relations firm.
[i]DIGITAL IN 2017: GLOBAL PICTURE
[ii]Knight, M. & Carpenter, S. (2012). Social Support Optimal Match Model: An Examination of How National Product and Service Companies Use Twitter to Respond to Consumers. Southwest Mass Communication Magazine, 27(2), 21-35.
