You may be wondering how to utilise the world of social media, and as we have always recommended a good plan is useful for making the best of the profiles you create. The first port of call to think of is: what are you going to use your social media for?
I find there are three main ways to use social media, for businesses:
1. Customer services
2. Brand credibility
3. Building relationships and possible referrals
These three can (and usually do) intertwine but ensuring you choose the main purpose before you get started on your content and bios, will truly help your efforts going forward.
Customer service can be an excellent way to save you time and money within your business, as people will use your social media sites to enquire about products, issues or generally ask questions about your brand. If you have a good team who can manage your social media profiles each working day, quickly respond to any mentions and have a good grasp of your brand, then this option can work well for you. You must ensure they can do all of these things as if you have an enquiry or issue that is missed, this can change a positive and happy following into an unhappy one quite quickly! Remember to respond publicly, whether or not it is a positive review, then take it to private messaging or emails, as people will see you have responded.
Brand credibility can be increased fantastically by using social media. You can both share reviews publicly, engage with new customers and share new products or services with your following. Ensuring your content is useful to your followers, including tips, expert opinion and advice when they need it.
You will always be building relationships within your social media, with every piece of engagement and conversation you have. However, if it is your goal to build a “tribe” of followers who will actively listen out for people who need your business. This, in my opinion, is one of the best ways to use social media for your brand, as you gain an active sales-force who love your brand and want to share that passion with their following. This will start with Retweets, favourites and active introductions to people by your following.
Whichever style you choose, you will find the others will come into play. However, ensure you know exactly what you want before you start and build a team to manage the profile. You will need more coverage, and perhaps a team, to help ensure your profile is managed daily and that customers are responded to quickly, politely and in a manner you would want.