A fundamental question many organizations have when it comes to digital marketing is: what are the key social media rules we should be following?
Even though we have a lot of flexibility within the social channels, there are definitely a few non-negotiable rules you don’t want to overlook.
Rule 1: Choose The Right Channel(s)
The biggest misconception I find amongst organizations is they think they have to be on all the social channels. You need to be on the channels where your persona (your ideal customer or client) is. You can harm your brand by simply having channels that have no engagement nor activity.
Rule 2: Be Consistent
Many think social media is not about relationships. That couldn’t be farther from the truth!
Social media channels are the essence of relationship building, and a good relationship takes consistent work to earn and maintain trust. That means you must post content that educates, inspires, entertains and/or motivates on a regular basis. If you only post once here and there, your audience perceives that you really don’t care about them.
The three characteristics of brand social media posting most important to consumers, in order, are:
- The brand shares new content.
- The content is relevant to the brand.
- The brand engages with its followers.
In addition, if you want your brand to stay top of mind, then you need to transfer your brand integrity online. That means having a consistent voice, messaging and imagery across your channels, and posted content is critical.
Rule 3: Avoid Avoidance
Don’t be one of those organizations that avoids social media out of fear of a negative comment.
This fear is rooted in not understanding how to manage your online brand reputation. Develop a plan, just as you developed a crisis communication plan. Plan for who and how they would be addressed.
If it happens, address them quickly. This demonstrates to your online audience that you care about your brand and your customer. If necessary, take the difficult conversation offline.
You don’t want to avoid building relationships with your customers where they are looking for answers. A recent study found consumers using social media during their buying process are four times more likely to spend more on purchases than those who don’t.
Also, an overwhelming 90 percent of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions. Source: Dimensional Research
A Final Bonus Rule:
As you evaluate your social strategy, make it a priority to consider the context of the content you’re posting and the use of high-quality images and video.
With 60% of your buyer’s journey completed online before they ever decide to call, visit or purchase from you, along with first impressions made on social channels, it’s crucial you make a solid investment in understanding and applying the key rules of social media.
Are you attracting leads where your customers are – online and on social media?
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