How do you ensure your brand isn’t “unliked,” “unfollowed” or deleted from circles? Check out this seven do’s and don’ts!
Do Limit Meaningless Posts
What is a meaningless post? I bet you’d know it if you saw one. They’re the “How was everyone’s weekend?” “Good morning, tweeps!” and “Only one more day until the weekend!” posts that attempt to boost interaction and add nothing of value to consumers. These posts are a telltale sign of social media noobs and should be avoided by big brands.
Don’t Post Too Often
Like that Facebook friend who we just wish would take his incessant status updates to Twitter already, many brands are guilty of posting much too often. Three to four posts (plus engagement) per week is all it takes for most brands to grow audiences and capture leads on Facebook. See how many posts we recommend for Google+, LinkedIn and Twitter by downloading our various cheat sheets.
Do Post Original Content
While there is no one-size-fits-all sweet spot for how much content should be original and how much should be third party, it’s all-around accepted that at least some of your social content should be original. Think of it this way: If your brand only pulls content from other sources, why should I follow you and not the company creating said content? Plus, our research shows sharing your content increases new lead generation.
Don’t Brag Without Backing Up
Just as journalists must source their stories to make them credible, brands must back up their promotional claims on social media. Was your brand voted No. 1 in customer service in your industry? Go ahead and tell your audience, but also tell them who voted you No. 1 and provide a link to the article announcing the award. New analytical data and in-house case studies are also great tools for backing up your claims.
Do Showcase Your People
People are behind your brand, and people run your social media. With individual authority growing increasingly important in search, the best way to ensure your brand’s success in social media is to let your people do the talking. Allow an individual to officially represent your brand account or at least have your social media managers introduce themselves when answering consumer questions.
I think creating auto-responders is one of the most annoying and disingenuous tactics in social media marketing. Auto-responders are generic, untargeted solicitations that can drive away potential leads. Nothing says annoying quite like receiving three of the exact same direct messages from different Twitter profiles inviting me to publish on a blog. (Yes, this really happened.)
Do Target Your Posts
Here’s an area where LinkedIn and Google+ are worlds ahead of Facebook and Twitter: targeting. LinkedIn allows marketers to leverage the power of segmentation with its targeting options, and on Google+, marketers can add targeted names or circles to each update. While targeting doesn’t guarantee all those who comprise your target audiences will see your post, studies have indicated a 66 percent increase in audience engagement.