You can’t avoid social media these days. Believe me, I’ve tried. Everywhere you turn you are being asked to be social with this person or that business. Even the plumber and construction company want you to be in their circle. So try as you might, you must have some kind of social presence.
We’ve spoken about which type of social may be right for your business in the past, so today we’re going to talk about what your social says about your business. For our purposes it doesn’t matter what social platform you’re on, the messages you send to the public are the same regardless of if you tweet or post it! What does matter, as you will soon see, is what you say and how you say it!
Too Little Activity Says You’re Not Thriving
People tend to like things that other people are talking about. Have you ever driven by a company during the middle of the day and seen no cars and wondered “Why don’t they have any business?” Sure you have, and if you see a company with a social media account and no activity, then you are just as likely to ask that question. So if you aren’t going to work an account, then don’t open it!
Too Much Activity Says You Have Nothing to Do
People are fickle, I know, but having too much activity on your social media accounts is about as bad as having none. While some people will wonder why you have so much time on your hand, others will just find you annoying and they’ll unfollow or unsubscribe. So aim for enough posts to keep people engaged without crowding their newsfeed.
Political Posts Turns your Personal Opinion into a Business Issue
As a person you can say and think as you wish. As a business, you have a different situation on your hands. You need to determine if you want your personal politics to become part of your official business stance. Chances are, you don’t because doing so will alienate a portion of the public, no matter what your beliefs are. So keep political postings and rants to yourself.
A word of caution for companies on social
A word of caution here. If you have a public personality along with your business one, meaning people easily link you to your business, then you need to exhibit the same caution in your personal social accounts. If Joe Schmoe owns Joe’s Carpet, and everybody knows it, then what Mr. Schmoe posts on his own page is the same as what finds its way on the official page for Joe’s Carpet.
Another thing to remember is that everything you like, follow, or subscribe to is public. So if you give a “thumbs up” to a political meme or page, then that virtual endorsement may find its way into news feeds. This is out of your control, meaning you cannot do anything to stop it, so think before you “like!”
Are you guilty of any of these social faux pas? You can’t go back in time but you can set things straight. Your best bet is to make a plan in writing so that you don’t veer off course. Identify your audience and decide what you want to say. Talk about your company, peripheral topics, and the occasional inspirational or funny, but not questionable, quote.
There you have it, three things your company’s social may be saying about you, how to fix it and some extra bits of caution for utilizing the platforms. Of course, there are plenty of other roadblocks and pitfalls on social media, and each can have a negative impact on your business. Not only can it turn people against you, it can impact your online visibility and your ability to grow.
The best way to navigate the landscape is to use caution and dedicate a little time to learning best practices. If you don’t have time to do it right, consider using a professional to keep your online presence active so you can focus on running your business.