There are often unwritten rules to how you should conduct yourself on a businesses social media account. Many businesses (especially ones of corporate size) will have ‘Rules and Regulations’ for their staff written down on paper.
Obviously, a business isn’t going to be using social media for the same reasons you might use it in your personal time so it’s important to have rules in place in order for a business to keep a professional tone.
For example, it’s not going to look very professional if a big company, say McDonald’s for example, have Bill from Marketing posting pictures of cute cat videos on the official Facebook site.
Businesses need to know that their social media is reflective of the way they conduct themselves as a whole. Social media in business must be relevant, informative and most importantly, professional.
If you work for a smaller business or have a business of your own which doesn’t have specific rules on how to behave in the digital world, I’ve got a few tips for you on what you should and shouldn’t do when running social media pages for business purposes:
Do be relevant
All you posts should be relevant to the product/service you provide. As much as we all love a funny meme once and a while, it may not be appropriate for a business such as a solicitors, where seriousness is key. Understand the tone of your business. It’s fine to post ‘fun’ or ‘personal’ content if it relates back to your business. For example;
This meme would be perfect for a printing business if captioned correctly ‘Fed up of your printer playing games? Why not give us a call at Printing Limited’
So keep all your posts suitable for your page. You want your audience to accumulate knowledge and understanding about your business and what they do.
Do encourage engagement
Engagement is one of the most important factors in determining the success of a business. If you go on a business page that has 5 likes and no posts from customers/clients, you are going to assume they aren’t very established, leading to you taking your business elsewhere.
Engagement also allows you to communicate with your audience, giving a more ‘human’ side to your business. You can also retrieve feedback quickly and deal with situations a lot faster if your customers regularly interact on your social media.
Deal with customer’s complaints instantly and in positive way. It will be seen by other customers and give your business a great reputation. Always reply to your customer’s inquiries.
Without emphasis on engagement through social media, customers may go to other sites to complain which can’t be as well monitored or dealt with accordingly.
Speak to your customers and let them know you care. They will trust you and want to come back time and time again.
Do be consistent
Post regularly as not to lose your customers/clients interest. You must keep yourselves fresh in the minds of the people. If you don’t post enough, people are going to forget about you.
You might end up like Larry Loner, sitting at the bus stop all day, no one ever stopping to give you a lift, your only friends a bunch of feral cats who get more attention then you do!
OK, maybe not that far, but people will get bored. Keep your posts exciting.
Facebook should be updated a minimum of 3 times a week. If you can, post at least twice a day (once in the morning and once in the afternoon) so that you will always appear on customers/clients Facebook feed at the busiest time of the day.
A lot of businesses will post up to 5 times a day, so they will always gain a high reach for their content and their customers can see how dedicated they are to their sites. Other social media’s like Twitter should be updated more regularly as it’s time frame isn’t as long as Facebook’s.
Do be polite and helpful
Be nice to your customers. Even if someone is complaining about your business, this will give you the chance to act in a positive way and show other customers you can deal with complaints in the correct manner and you care about what your customer thinks of you.
Always try your hardest to help people out, even if it means directing them or having to explain in detail, you should always show interest in the customer/client and what they an inquiring about.
When I have received great customer service on social media I have remembered it. Being helpful and polite will allow you to stay in peoples minds as they will remember the amazing service you provided. They are more likely to use your business in the future and recommend you to friends.
Do be aware
Whatever you do, DO NOT, I repeat DO NOT accidentally post a personal status on your business site. By personal I mean the sort of thing you’d write drunk as a skunk in the early hours of a Saturday morning. It’s an easy thing to do, especially if you run your business page from your personal site. Make sure you are posting as yourself when you post personal statuses.
You don’t want your customers to think you unprofessional when you share a naked picture of Kim K on your business page by accident.
Don’t post discriminating or offensive content
I don’t need to explain this! You should know what is offensive!
Don’t retaliate to ‘trolls’
The haters are gonna’ hate. And you’ve just got to shake them off!
Don’t forget who your audience is
Don’t post content that your customer’s can’t relate to! If your customers are middle aged they aren’t going to care about who’s sleeping with who in Geordie Shore.
Don’t breach confidentiality
Don’t share private info about your business or your customer on social media! This isn’t Gossip Girl and this kind of blunder could see your business having legal action taken against them!