A GUIDE TO… SOCIAL MEDIA

Tweeting used to be for birds. #ff was a typo. And it wasn’t a good thing if something went viral...

But social media has changed more than language; it has given us an unprecedented ability to communicate with each other and is an invaluable way for businesses to connect with their customers. Essentially, social media offers a means of free advertising and is a great marketing tool, so it’s a no-brainer that businesses can benefit from it. In fact, the question is no longer should you incorporate social media strategy into your business, but how you do that. The Business Moment has picked the brains of three Peterborough experts to help navigate the top five networking sites:

Facebook:

WHAT IT IS:
Facebook launched in 2004 and now has over 1 billion users. Businesses can set up a page and engage with customers through wall posts, pictures, videos, and other interactive elements. A page is slightly different to a profile, which according to new guidelines, is strictly for personal use only e.g. you can’t “invite” people to your page, and you have “fans” rather than “friends”.

HOW IT WORKS:

1.Make sure your page is visually engaging with a good cover photo, and ensure you input as much information about your business as possible. One tip from Laura McGreary, Social and Outreach Manager at Zazzle, is to “make your Facebook logos seasonal to keep your audience engaged and interested in your page. For example, adding a snowy scene next to your brand logo looks fun and effective, and will set you apart from your competitors.”

2.In terms of updating your status, Laura recommends “keeping it visual and asking open-ended questions. Visual statuses are much more likely to be shared, and asking open-ended questions will encourage your audience to engage with you – think dialogue rather than monologue. Competitions and giveaways are also a great way to grow your social audience.”

3.Sponsored posts and ads can maximise how many fans will see what you are posting, but carefully weigh up the cost vs reward benefit before choosing this option.

4.Customizable Facebook apps allow businesses to control what users see first. They are ideal for sharing surveys, information, or even allowing people to shop with you through Facebook. “When developing a Facebook app, make sure it will be mobile compatible”, explains Laura. “Research has shown most Facebook users will be viewing your page via a mobile device.”

5.Laura also recommends monitoring any mentions of your brand, or any keywords and topics relevant to your brand, to help you engage directly with users. Tools such as Sprout Social make this process easy.

DO: Stay on topic: Your fans are depending on you to be knowledgeable about a certain subject with news or small announcements, so frequently posting unrelated material should be avoided. Having said that, people like to connect with people, so don’t be afraid to share personal details, funny posts or information from others in the same sphere.

DON’T: Make demands: Vicky Fleming, Creative Online Executive, at Olsen Partnership says:“We’ve found that if you’re insisting people ‘like’ or ‘share’ they react against that, so outright demanding is a no-no”.