Many people who don’t truly understand social media believe they need to be on it “just because everyone else is.” However, there are several reasons why not participating in all types of social media could be okay for some companies, especially if they aren’t doing it correctly.
Failing to follow social media best practices could actually dampen your online presence and brand sentiment.
Below are some of the reasons why it’s better for some companies to stay away from social media.
1. You Don’t Update
The cardinal sin in social media is establishing a presence and not updating it regularly once you have it all set up. For many customers or potential customers, this looks worse than not having a presence at all.
Not staying current online shows customers that you may not be current in other things, like your inventory or customer service. After all, if you can’t update a Facebook page, why should your customers believe that you’re on top of your game anywhere else?
2. You Aren’t In The Right Industry
Should your plumbing business have a LinkedIn page targeting new customers? I would argue no. Just because a social network is available, it doesn’t mean that your business needs to be on it. The main point is this: don’t talk just to talk, especially if no one is going to listen to you.
Additionally, posting content in the wrong medium just makes you look desperate and too “salesy.” Find out what networks work best for your industry, and focus on those instead of trying to be everywhere at once.
3. You Don’t Know What You’re Doing
Once you’ve nailed down the social networks to focus on and have committed to posting regularly, content comes next. Just because you share photos of your grandson or complain about your employees on your personal Facebook page, it doesn’t mean that you should be doing it on your business page or Twitter profile.
Instead, focus on providing content that your target customers would be interested in. If you are a plumber, focus on posting and writing content about plumbing maintenance, dream bathrooms, or the most expensive toilets. Announcements about seasonal specials, office hour changes, or new employees can find a place on social media, too.
A good rule of thumb is to post 60-70% industry-related news and content, and 40-30% personalized content (such as updates about company events, team culture or employee birthdays). Customers like feeling informed on the companies they connect with on social media and know they can trust them. And, trust is built through sharing a bit of personal information that showcases how your company ticks.
4. You Don’t Respond
A great social media presence doesn’t end with just posting content. You need to make sure you are responding to comments, questions, and posts from your user base that is trying to interact with you.
Just as not posting at all has a negative connotation, so does not responding to users trying to talk to you. Make it a priority to check for comments and questions at least once a day (more, depending on how large your audience is and how active your community is).
5. You Don’t Make It Worth Your While
Social media is there for you to build and interact with your target audience — take advantage of it! Ask your community for their opinions on company products, policies, and services.
Listen to what they have to say. Many companies regularly get better feedback through social media than they ever could through a focus group, which is often more time-consuming and expensive.
Social Media Builds Brand & Trust When Done Right
Social media presents a unique opportunity to connect and build trust with your customers. Whether you are promoting a new product or sharing the coolest home office, social media gives companies and users alike a way to interact like never before.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.