Whenever faced with a new client meeting, the first item on my agenda is to examine their existing social media presence; what are their areas of strength and weakness? In this blog, therefore, I thought I would share with you some of the key things that we look at when assessing an organisation’s social media activity – how well do you think your company scores?
It may sound like common sense, but you would be surprised at how many organisations do not ensure that all of their owned social media profiles are consistently branded. When someone is searching for you online, you can make the process a lot easier by ensuring that your profiles are instantly recognisable – if your customers are looking to connect, help them to help you.
Creation of content
If you’re posting the same content across all of your social media profiles, then you need to rethink your content strategy. Your community on each of the different social media platforms will be very different, and should be treated as such. Make sure that your content is unique and tailored to your audience in each case; if your content is not relevant and engaging then where is the incentive for people to connect with you?
A key part of any social strategy has to be engagement, therefore we always look at how an organisation is using the multiple platforms to engage with other users; are questions and comments responded to in a timely fashion? Do posts encourage third party interaction?
Over and above this, it is important to remember that today’s online consumer considers social media to be a core customer service channel. It is now more important than ever to ensure that your customer services team are accessible and responsive via these channels.
Have you ever wondered what inspires someone to connect on social media? Likelihood is that they are interested in brand specific promotions, exclusives or in sharing your interesting, objective content with their peers. If you don’t feature links to your social media profiles on your website, then people are less likely to proactively search for you within the individual platforms. Make it easy for people to share your content, and signpost material that may be of interest to their connections – you’ll soon find that this helps to extend your reach considerably.
Social media has always been more than simply a broadcasting medium, but is still often considered to be less than the valuable business tool that it is. Remain strategically focused, and don’t only develop content strategies; develop community management and engagement strategies also.