First things first, there’s no doubt that your business should be on social media, regardless of the industry. The purpose behind having a social media presence, however, may differ from one company to another. As a brand, you need to know where your audience is and start from there.
The answer to this question depends again. You should post relevant content that is interesting and/or entertaining to your potential customers. Sounds hard? It really isn't, if you know your target audience.
If you are stuck on ideas, you can always ask customers directly what they would like to read about. You can also follow influencers in the niche to get inspired and to share their valuable content. Truth is, the more you write, the more you discover unexplored topics or topics that can be looked at from a different angle.
Here’s where the difference between quality and quantity becomes obvious. Posting frequent updates where you’re asking people to follow you or to bring in more followers is obviously not going to work. Buying followers might sound like an enticing solution, but it’s not a viable one. Paid followers aren’t particularly known for engaging with content, and neither are they loyal.
You can drive engagement by delivering high-quality content to the right people at the right time. Creative and unique content will more than just assist with that. It can also determine your followers to share it with their family members, friends or professional contacts.
Some brands have this common misconception that social media is a place full of negativity. Even if it were so, it’s better to know that there is a place where customers express all sorts of opinions, rather than being oblivious.
When it comes to handling this type of comments, you only have two options.
First of all, you can choose to address your customers’ concerns in an attempt to regain their trust. Bear in mind that in some cases there can be no retention if you’re not doing so. Even satisfied customers will start questioning your customer service standards if they notice such approaches.
Secondly, you can turn to the content moderation solutions provided by the social media platforms.
Content often dictates the type of strategy you need to adopt. As different social media platforms focus on different types of content, the chances of successfully carrying a strategy from one to another are slim.
If you’re having a hard time raising awareness for your products or services, social media advertising might be the best option you have. You shouldn’t rely on this approach every time you post an update, but boosting updates every now and then could have a major impact.
Spamming, having multiple profiles on each platform, and not interacting at all with the audience are some of the practices you should steer clear of. Some of these actions confuse, while others will determine your audience to downright unfollow and/or even report you.
Inconsistency is one of the main traps you could fall into. That could mean starting on a platform and abandoning it just to try another one. It could also frantically mean publishing updates. Putting some logic into how, when, and where you post the social media posts could tighten the relationship with your audience. If not for anything else, your audience could learn when to expect your updates.