Every social-media strategy must be adjusted to meet the needs of its audience. As social-media managers tailor their posts for maximum power, mistakes can be made. There’s a big difference between funny and annoying, and not every piece of content is good content.
A solid social-media strategy involves community engagement and online reputation management. When you neglect your audience, the power of your message will dissipate. Overall, social media should be a catalyst for conversation. If you’re unable to establish a connection with your audience, you’ll fall under the radar with online consumers. You must create a positive image that will accentuate the strengths of your brand when someone seeks out your products or services.
Create Compelling Content
Identifying relevant and entertaining content for your audience is an integral tool for continued success. However, mentioning the same topics over and over could drive them away from your social-media sites. Be creative with each piece of content so that you can inspire and influence your customers. Determine what types of content are most interesting to your fans and followers. Keep in mind that these posts should reflect the values of your brand. Otherwise you’ll risk compromising your status as a trusted authority.
Social-media managers are encouraged to examine the terms of services on Facebook, Twitter, LinkedIn and all other networking sites. Each of these platforms is monitoring your activity and might suspend you if you stray from the rules. In order to unspool your social-media strategy properly, make sure that you are aware of the boundaries.
Remember to Be Visual
Many social-media managers simply throw a few photos onto these networking channels and consider it to be a strategy. However, the key to social-media success is to engage the audience instead of simply providing a link and then leaving it there. Your posts should aim to deepen customer relationships. Connect your content with your professional logo, as well as photos and videos that humanize your business.
Understand the Differences Among Social-Media Sites
Each social-networking site holds benefits and drawbacks. Facebook, Twitter and LinkedIn are the mighty trifecta, offering ample opportunities to share conversation with current and prospective customers. Examine each of these channels to see where you can make the most impact. Video services such as Vine and Instagram also provide a range of opportunities. Determine if your website is easy to use and presents a professional image. If your messaging isn’t clear at first glance, then make necessary adjustments.
Monitor the Actions of Your Customers
Today’s business owners can be better equipped at coping with any issues than ever before. Review and rating sites give Internet users the opportunity to post reviews anonymously, so no individual or business is immune to complaints and criticism. Often these reviews will stem from angry customers or competitors. On a daily basis, thousands of dollars are lost due to misleading or inaccurate results in search engines such as Google. When negative content appears about your business online, it could ward off prospective customers and cost your business dearly. Perform a thorough scan of Yahoo Local, Google Plus Local, Yelp and niche-specific sites that might feature your business and edit information as necessary.
Seek Professional Advice
Online reputation management is an industry dedicated to promote positive information about an individual or company while making negative information disappear. It involves a number of different tasks, including writing positive articles, creating websites to promote these articles and linking to websites and blogs. Online reputation management is employed by a wide array of individuals and businesses, as well as lawyers, politicians, restaurant owners and even celebrities. Clients will hire online reputation management experts when prominent search results showcase lawsuits, dissolved business partnership and other embarrassing information.
Author Bio: Blake Jonathan Boldt is a content strategist for Reputation Advocate. He provides writing, editing, social media and content strategy services for both domestic and international clients. His articles have been featured in numerous magazines, newspapers and digital media outlets such as Search Engine Journal and Social Media Today.