Social media can be a minefield for companies that just want to get their name out there and spread the good word about their brand. One miscalculation and you’ve become a trending topic on Twitter, and not in a good way. But if you position yourself correctly and use good judgment, you can engender goodwill among hundreds of thousands of followers.
Here are some savvy tips to avoid social media pitfalls from Andi Summers, who handles social media for several well-known national and international brands at No Limit Agency:
Know your brand
Before you do anything, you need to know your brand. This goes for both the business and the person running the social channels. If you don’t know your brand identity or how you want to come across to the public, there is no way you will be able to create a cohesive strategy. Sit down and spend some time understanding the brand and the public foot it wants to put forward before you begin writing, designing and posting content.
Remember your English classes
It’s social media, but that doesn't mean you should ignore proper grammar and spelling. It’s even more important with limited characters to make sure that you are saying what you need to say in a correct and concise manner.
If there’s a typo, chances are followers will jump at the chance to point it out and claim they can do your job better than you. Avoid that unnecessary stress and reread or ask a colleague to look over a post for you. Mistakes do and will continue to happen — it’s the nature of trying to be in the moment. Make sure to learn from any and all errors and move on. There will always be another post and another way to prove your worth.
We’re not saying trending terms of the moment shouldn’t be used, but the basis of your post should make sense and make your English teachers proud.
Look to the big guys
It’s no secret that there is no way to beat Facebook. Well, unless you are Facebook. Instead of trying to go around the system, look at what the social networking companies are doing and adjust your strategy to fit best practices. In addition to that, see what the major social power players are doing (We’re looking at you Taco Bell and Kylie Jenner) and see if there is any part of their strategy that you could try and test with your brand. Just as a reminder: We’re not saying steal, as that would be wrong and the Internet is like a children’s playground. You will be called out for bad behavior.
Test, test and test again
Social is always changing. It’s important to continue to adjust and test your strategy to stay up-to-date. This isn’t a medium where you can continue to be stagnant in your delivery. In order to succeed, you have to learn to accept change.
Be in the moment
On of the best things about using social media to promote your business is that it allows you to be in the moment and engage with customers and the world around us. If you’re too stuck in your planned content you could miss ample opportunities to join a trending topic on Twitter, and engage with users using a specific hashtag. Just be sure to remember point number 1, and know your brand. Don’t get into any conversations or post anything that will go against your brand’s mission. That’s where many social media headlines are made.