Some of you are probably thinking that your brand is lacking impact in social media? Maybe you feel that you invest a lot of time and effort in your Facebook page, but not much is happening? And what can be done to change it?
Well, if you don’t think that you yet have gained the brand impact in social media that you reached for, there are some steps to go through to reconsider the process. These can be helpful when wanting to turn, for example, your Facebook presence into a conversation strategy for your brand and becoming more visible in the online world. Here, I will list some different tips to think about:
When monitoring your social media presence, you should try making it a habit to post regularly. You have to consider whether it’s appropriate for exactly your business to post every day – or whether this is too much. Figure out the interval between posts that is best for you – and be aware of not only posting when you have a marketing announcement. In relation to a Facebook page, for example, you can use Facebook Insights to see which updates resonate with your fans.
Remember your stakeholders
Keep in mind that it’s not all about you. A platform like Facebook is about creating conversation and showing that you have an interest in your stakeholders. It’s not just a place to promote your latest product. As a rough rule of thumb, you can for example post four status updates on items about outside news items or discoveries for every post promoting a product. And when you do want to promote a product or service, you have to do this in a proper way.
Interact, engage and be human
To get your fans to interact and engage in dialogue, the best content to share can often be short and catchy. Think about words such as educate, inform, entertain and engage, when trying to reach your crowd of fans. Sometimes you can also comment on current events – or sometimes be a bit provocative and invite passionate debate. All in all, you need to be transparent and human in order to show and maintain a certain identity.
Use @tagging strategically
On Facebook, a tagging feature is available when seeking to post an update about a person, brand or cause. You just have to be sure to type @ in your update field followed by the given name. When you post it to your Wall, it will also post to the Wall of the one tagged in the update. However, again you have to consider when it’s appropriate to use this feature, because there’s a fine balance between spam and content. Twitter offers the same feature.
Target by location or language
A feature on Facebook that many people might not be familiar with, is the one that allows you to target your updates by location or language. You can update fans about an event taking place in their city or send important updates to people in a specific area etc. You may have fans who speak languages other than English, and they would probably be happy to receive updates in their language.
Ask questions – and create dialogue
At Facebook, it can carry along great results, when asking a question on your page. When people have a sincere interest in your brand and what you have to say, they love to comment on updates to help out or weigh in. When you show that you listen to your stakeholders, they will gain a feeling of belonging. They will feel like being a part of your company.
Establish the values of your social media presence
Lastly, when being present in social media, you need to be aware that your goals for reaching stakeholders online are in alignment with your other business goals. There need to be coherence among these goals to maintain a corporate identity. Before even getting started in social media, you and your team should evaluate the business value your social media efforts might generate. And on an ongoing basis, it’s a good idea to make a status of your social media activity. What have you obtained by now, and how you will be able to reach your future goals?