Social Media Best Practices

By Beacon News | Published May 2, 2012 | Categories: Social Media

Now that we have been practicing for some time, we are aware of good (and, bad) ways to employ social media. Opinions will vary about the "best of the best". That is the beauty of the web, it always changes. From a book summary I read on social media, here are some of the best practices according to the author at this point in time. This is not an exhaustive, all inclusive list. The basics are covered and should align with your current techniques for using social media effectively.

There are multiple platforms* available for your content and they should be used relative to the target audience. Having likeable content is a fundamental criteria for success. Get your customer to listen to you and then....

1. Listen first, and never stop listening - You want to know what customers think. Ask and they will tell you. Next, the most important thing to do is listen. Closing the loop by acting on what your customers tell you will prove that you not only listened, but that you understand and can do something about it.
2. Define your target audience better than ever - There are many tools that allow you to focus on your true demographics for your product/service(s). Define them and determine what will make them "like" your content.
3. Think - and act - like your consumer - Remember, it's about them, not you. Don't sell them; instead, provide content that is of interest to them. Get them talking about topics of interest and find ways to integrate your wares into their lifestyle.
4. Invite your customers to be your first fans - Word of mouth (WOM) is key here. The more likes you get, the better your credibility. Be clear about your value proposition and define what is in it for them. Remember, there is no value-add if only your employees are interacting with your content.
5. Create true dialogue with, and between, your customers - Related to listening and being genuine. Get them talking about you to leverage the WOM effect. When your customers share tips and tricks with others, it proves they are engaged. It also saves you from providing customer support directly. Help guide the discussion by acknowledging comments - and, correct where needed.
6. Be Authentic - Get connected by demonstrating an interest in your customers. Personalize it by including your name.
7. Be honest and transparent - You can spot a phony a mile away. Your customers can too.
8. Integrate social media into the entire customer experience - Another fundamental for success and cannot be stressed enough. Make sure everyone who interacts with your customers has the same message and is aware of promotions and specials. Regardless of how they find you, it should be a consistent message. The last thing you want is a disconnect among channels and mismanaged expectations from your customers. If they are online, they can tell their network about you - the good and the bad.
9. Don't sell! Just make it easy and compelling for customers to buy - They already found your content and are engaged. Don't insult them with a bland sales pitch. State the (relative) value proposition clearly and make it easy to "Add to Cart".

Having a dialogue with your customers is easy using a social media platform. I would add that you keep in mind how you want to be treated. After all, we all are consumers in the end.

*Platforms range from Facebook, Twitter, YouTube, FourSquare, LinkedIn, Google+, Blogs, and specialized networks (e.g. flickr, yelp, etc.)