I genuinely feel like this needs to be something more people and businesses consider before they start Social Media feeds. Before you dive into a new platform you need to either take the time to research how to use it and commit to it or you need to hire someone who knows. Poorly run Social Media will have more negative that positive results. Here are a few of the things that are most likely to happen:
Social Media is a way to share information and connect. If what you are sharing is not for these purposes why would anyone care? The answer to that is, they won’t. Followers learn very quickly if they can count on you for relevant information or not. If they can’t count on you they won’t follow you. On Social Media “less is more” is not really the best rule to follow. Consistency matters. Offer things that they can’t find elsewhere. Give them the inside scoop. These are the things that will MAKE them pay attention.
If you rarely post, everything you share carries more weight. Why share that when you didn’t share a plethora of other things? There is likely little to no context which will increase the chance of misunderstanding… and anger. I was a part of this happening recently. A program I am involved in has Social Media but says they’re, “figuring out how they want to frame it’s Social Media image.” They have had a Twitter account for over two years and have only sent a mere 20 tweets. The most recent was a retweet and it has several people upset. It has no context and we all know how many things are going on that the program should be talking about – so why this tweet? They would be better not sharing anything that so sporadically sending something that becomes a defining statement from the program. Don’t do this. Don’t share anything if you aren’t going to do it fully.
Social Media is a way to build trust. Let them learn to trust you.
Consistency builds trust. Transparency builds trust. Honesty builds trust. Communication builds trust. These are the aspects that anyone who cares about your business is looking for when they come to your Social Media feeds. People are looking for things that are not on your website. They want to have you be part of their regular day (Consistency). They want to know things and feel like an insider (Transparency). They want you to admit when something has gone wrong and tell them what happened (Honesty). Responding to things both positive and negative, saying thank you and saying we’re sorry are all things that followers love (Communication). A friend texted me last night VERY excited because one of the St. Louis Cardinals responded to a tweet she sent. It made her day. Increased her already intense loyalty to the team. Any response from famous people, businesses, teams etc makes people feel more connected. Use that to your advantage. Help people love you.
Avoid these mistakes. Take the time to figure out what you want to do before you start doing it. Social Media is always changing so you’ll have to work at continuing to do it correctly but it will be worth it. Happy, interactive, supportive and loyal followers will be the result. They’ll love you as much as you love them.