Four rules to follow – by Rohini Fernandez, ANZ Senior Marketing Leader of Social Media
1 Develop a social media plan
Your social media plan should consider:
- Who are you trying to reach and what are their interests? This knowledge will help you create engaging content for them and get more traction for your posts.
- What platforms are being used by your audience? In Australia, Facebook has the largest reach, followed by Instagram, Snapchat and Twitter.
- What is your budget for social media? Budget should cover cost for social tools, social content development, social training if required and social advertising.
- What are your key objectives for your social channels – drive traffic to your website? Lead generation? Brand awareness? Customer servicing?
- How you will measure success? Regular evaluation will help you see easily what’s working and what’s not so that you can adjust your strategy.
2. Set a policy for staff to follow.
If social media accounts will be managed by others your policy should include areas such as tone of voice; how quickly you will aim to respond to comments/messages/posts from customers; escalation process; examples of what responses should look like; what content from third parties you might share; unacceptable social media activity and so on.
Use social media as a tool to facilitate a two-way conversation with customers, and not just as a publishing platform to sell your products or services
Social media can be one of the best platforms for businesses and customers to interact directly. It gives customers an opportunity to ask questions and provide feedback in a convenient setting.
Negative feedback in your comments section should be viewed as an opportunity to rectify a complaint in a public forum – allowing people to view your customer service in action.
As a rule of thumb, comments should not be deleted unless they are threatening or offensive. Under your Facebook page settings, you can find a profanity filter and a page moderation setting to help you manage this.
3. Content is king
Above all, quality content is vital to a successful social strategy. Quality content is visually appealing, looks reputable, is relevant to your audience, is informative, and is something your readers will want to spend time viewing.
Try to avoid sharing content that uses clickbait tactics or has already been frequently shared.
4. Plan and use management tools to save time
Set aside some time and plan a content calendar for the week or month ahead to ensure your posts are strategic rather than ad-hoc.
Be clear on what you want your content to achieve – that is, what you want your audience to know, feel or do. Management tools like Trello, HootSuite, Synthesio or Socialbakers will allow you to plan, schedule, manage and monitor social activity.