In any given week, I look at a lot of different business accounts on social media. Whether it’s one of our clients, a prospective client, a partner, or someone I am considering doing business with, I like to look at social media and see how it’s going. I’ve learned to spot what works and what doesn’t.
One of the most common mistakes I see is a business page that is trying to be too “social.” It happens when a business is trying to post funny memes, pictures of cats, etc. and generally trying to get people to engage for the sake of engagement. This might work on a personal social media account, when you are sharing with your friends and family, but unfortunately, it isn’t doing much for your business. Sure, you might get some likes, shares and even a comment or two, but is it really helping your brand? Does it establish your business as a leader in your field? Would you trust a CPA with your taxes if they posted pictures of cats on Facebook all day long? People do business with people they know, like and trust. Social media can – and should – be used to establish trust and build relationships with customers or potential customers.
Here are some guidelines to help you differentiate business social media from personal social media.
Know Your Voice
What is the voice of your business? How do you want your company to be perceived? The way you write your posts conveys a message to your readers. For example, if you want people to consider you a professional business, then you should take a more professional, serious tone in your social media updates. If you want to be considered a leader in your field, then you need to be writing blogs that push the limits of your industry. If you can establish the voice of your business, you can use that to guide how you convey your message.
What value are you giving your fans and followers? How is their life better because of what you have shared? Does a funny meme or cat video add value to their life? Sure, it might make them laugh, but does it teach them anything about your industry? Every business knows something specialized. Teach your fans what they don’t know in a way that helps them. Educate them on how to be a better consumer of your industry. If they learn something from you, when it comes time to needing the services or products your business provides, you will be at the top of their list.
Tell Your Story
Every company has a story to tell and that story is being shaped every single day. Tell that story to your fans and followers. Let them know when something new or exciting is happening. Share behind-the-scenes pictures of your operation or office. Shoot a video about a new product or service you are offering and why it’s important to you. Share a case study or testimonial. Showcase your employees, vendors or clients. Let people know who you are as a business and why you do what you do. If you can get people to clearly understand your story, and get to know the people that make up your business, they will have a stronger emotional connection with your company.
Following these guidelines will help you build a stronger, more authentic social media presence for your business. It will help your fans and followers understand what your business is about, establishing your brand and building trust at the same time.
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Photo credit: @KWSMteam