For better or for worse, your company’s
social media posts can draw a lot of attention. However, a few smart practices can keep your brand looking good in the public eye. Here’s a look at what you should — and shouldn’t — do to maintain a healthy social media presence for your business:
Do include a call-to-action Whether you’re prompting readers to make a call, visit your shop, or schedule a consultation, a call-to-action can be a simple way to nudge your customers toward taking that crucial next step. On a traditional company website, you’ll be able to include a call-to-action once per page. However,
social media posts don’t have this limitation — that’s why
Entrepreneur Leadership Network contributor Murali Nethi encourages putting a call-to-action at the end of every post you make. Since social media posts are easy to make and even easier for potential clients to consume, you’re missing out on free advertising when you skip including a call-to-action.
Do be conscientious about your content Social media can be a great way to connect with your audience and grow trust with your customers. However, sloppy content and unprofessional behavior can make your business look bad.
Forbes Expert Panel member Pavel Stepanov suggests you proofread all content before you post it, since spelling and grammar mistakes can make your company look like it neglects details. And aside from making your brand look careless, mistakes in your copy could mislead customers and upset them — for instance, you don’t want to accidentally advertise $100 off when your promotion only offers a $10 coupon.
Do stick to a schedule To keep your brand at the forefront of your audience’s mind, post content throughout the week instead of just posting once per week. A regular stream of content can keep your customers engaged, so consider using a calendar to plan your posts in advance. Not every post needs to include a coupon, giveaway, or contest. Instead, you can share images of your product in action, positive customer reviews, or pictures from your company’s recent charity work. To get an idea of how often you should post, Nethi suggests checking out what your competitors are doing. Once you’ve gotten a feel for the standard in your industry, you can decide what posting frequency is right for your brand.
Don’t let hostile comments run amok It’s happened to most small businesses — the company makes an innocuous social media post, then receives an
angry public complaint from a dissatisfied customer. Instead of deleting negative feedback, publicly negotiating with a customer, or letting these comments fester out in the open (and potentially damage your brand’s image),
Forbes Expert Panel contributor Ritesh Dalal suggests setting up comment moderation tools. This will allow you to pre-screen comments, filter out spam, and address unhappy customers privately, rather than in front of your audience.
Don’t limit your content to text and images
Images and text are the bread and butter of a typical brand’s social media presence, but you may be able to attract more engagement by mixing in other types of posts, such as polls and short videos. Polls can help you gather insights into your audience, while videos can help viewers understand your product or build trust by giving your audience a glimpse behind the scenes. Nethi even suggests alternative content can be a great way to fill out your content calendar when you’ve got a lull in exciting news to post.
Your company’s image on social media can go a long way toward attracting — or repelling — customers. If you need more guidance, consider hiring a social media manager for your brand.