‘Not another blog post about social media’, we hear you sigh. But before you click off, we just wanted to highlight the growing importance of your brand’s voice in the crowded information age we now have. And if there are any tips and tricks out there to get your brand more noticed, then that’s surely a good thing.
Recently brought to light in quite a stark way, a report drawn up by social media experts Hubspot, revealed that businesses who use social media need to be aware of the changing attitudes of consumers towards them and their brands.
It’s not always a given that if you’re on Facebook and Twitter, and you’re pushing out regular posts, that your audience will find what you have to say of interest. This is backed up by Hubspot’s findings: 41% of consumers have ‘unfollowed’ a company on Twitter and 81% have either ‘unliked’ or removed a company’s posts from their Facebook news feed.
So if you’re a small business and are either thinking about launching yourself into the social media world, or are recent joiners, what can you do to keep your audience loyal?
Keep your brand voice strong
To a large extent, it’s vital that your brand voice gets heard above the cacophony of all the others who are tweeting and Facebook-posting alongside you. Think about what your company stands for and make that shine through on all that you do. This includes the way in which you respond to customers on social media.
If your brand is cheeky and sassy, then you can play with this idea and post fun and jokey items whilst matching the tone of your responses to this. If you value your environmental credentials, as another example, then have this as a theme running through your social media voice. Staying true to your identity will earn you a loyal following.
Respect today’s transparent world
With today’s information-rich world comes greater transparency. Which means your brand’s reputation is as open to praise or criticism as anyone else’s and it’s no longer possible to shove any negative comments under the carpet and hope they won’t be noticed. If a customer of yours has an issue, it’s now just as likely that their complaint will come through on Twitter or Facebook and a much wider audience will then hear about it. It’s then just as important to respond properly, to listen and engage with the customer rather than just talk at them.
Respond to all feedback
If you’re active on social media then you need to expect the occasional negative feedback. And ignoring it is not an option. In a perfect world, everybody would be happy with everything, but as that’s not the case, anticipating some element of complaint on your Facebook or Twitter pages is good preparation.
If you deal with these complaints fairly and professionally, then it won’t harm your brand’s reputation. Pride yourself on responding quickly and always be polite. Tackling negative feedback head on will mean that you are showing a genuine interest in resolving the issue.
Remember that social media is driven purely by its users, so there will be ups and downs associated with that, as with any experience. How your company handles this can have an impact on your brand – you can choose whether this will be a positive or a negative one!
If you provide great content that’s of interest and is relevant to your audience, and you promote honesty and integrity, then you and your business will be able to handle any change in user behaviour on social media.
Many thanks to True Media’s blog for inspiration for this post. If your business needs guidance and advice on your social media presence, contact us today.