A No Sweat Social Media Guide for Businesses
(Commentary by Johnathen Tan)
It has become unquestionable that social media has emerged as an essential communication tool for businesses. Companies – big or small – have to adopt practises in utilising their business social media accounts, to achieve organisational goals and more importantly, to build a good relationship with their consumers. After all, that’s what social media is all about – connecting people.
Having attended a social media training conducted by MD Dr Craig J Selby for a local property development company, I gained some insight into how businesses should operate social media to their advantage. So, here are some tips.
Your company has to maintain a balance between pushing information and pulling feedback or engagement. People no longer want facts, information and data shoved down their throats. They want to be impacted on an emotional level – and there is where social media can come into play for you. After all, social media serves as a platform to engage, not exhibit.
Visual appeal is what meets the eye. When it comes to designing graphics to be published on social media, you have to ensure that the main message gets across first – and that should be taken into consideration when adjusting the alignment of graphics and text. It’s the shapes, fonts, colours, pictures and white space that can make a big difference in how your consumers perceive your company – and this begs the question; will they remember you?
Consistency is key, they say. It is important to be consistent in what you’re putting out there, to the public. You can do so by employing a distinctive font for text when designing and crafting graphics for social media – which has to represent your company and its values. Not to forget, it is vital to embed your company logo as well – to strengthen brand awareness.
Furthermore, the content posted on your company’s social media accounts must reflect your brand identity – your story, your voice. They also have to be backed by your company’s beliefs. Streamline your social media content across all platforms – Facebook, Twitter Instagram, LinkedIn, etc. in a way that it contains a core message your company wants to convey.
I live by a quote that goes, “First impressions last.” Your proficiency of different languages in your company’s social media postings gives off a long-term impression. Hence, any type of content from announcements, graphics, responses to comments – has to be grammar-accurate and accompanied with the appropriate punctuation.
The choice of words that you use is crucial. They have to adhere to your target consumers. Avoid using bombastic words or phrases that may go far beyond your target consumers’ comprehension. Going overboard will only result in losing your consumers’ attention – as they’d think you’re too good for them.
Did you know an average social media user has an attention span of less than thirty (30) seconds? Therefore, the quality of the content your company posts on social media has to be in the discussion. It is important to post interactive content to grab your consumers’ attention. Make what you’re doing interesting – if you’ve got it, flaunt it!
You also have to respond to consumer’s comments or enquiries on social media – to show that you care. By providing a sincere “human” response, instead of sending an automated-like robotic statement.
Companies should stop taking social media lightly. More often than not, the “strategy” is to merely post content and hope for the best. A strategic social media plan has to be taken into serious discussion, to retain consistent postings across various social media platforms. With this, your company can avoid last-minute rushes in coming up with content – which will, most likely, end up being mediocre and ineffective.
Image source: Search Engine Journal (SEJ)
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