Social media may seem like a space to air your dirty laundry or photo-dump your whole trip from the Bahamas. I mean, it definitely can be for the average user, but social media coordinators, specialists, and managers are put to a higher standard when posting on social media. Our job is to put the best content out there and have high engagement in return. A company you work for may have specific goals when utilizing social media, but there are common expectations all organizations should follow to be a reputable brand.
Kill them with Kindness and Professionalism
Social media serves as a space for anyone to share their opinion--good and bad. As a social media manager, you must learn to handle both sides. Regardless of someone raving about your company or complaining about how you aren't meeting their standards, you must reply with the utmost professionalism. If your audience comes from a place of frustration, never go to their level and fire back. This will only upset them more and push them to take further action. Come to a point of understanding and let them know you hear them. If they shared this complaint publicly, it's best to have them reach out in a private message to avoid others chiming in. Depending on the customer's complaint, see how you can extinguish the issue. Do they wish to speak to someone higher up or get a refund? Though it may seem they're taking their anger out on you, be mindful that many feel more confident behind a screen and forget real people are responding to these messages. You eventually gain tough skin with the rude messages you receive and learn not to take things to heart. If you only respond with kindness and understanding, they'll realize that you aren't the enemy but the person on their side wanting to find a solution; this creates trust and a bond, so they know you'll be able to support them.
Stay on Brand
What do you want to be known for when you post on social media? Glamorous product images or that you're using your platform to educate and spread awareness on a topic? Once you've established the 'why' of your brand, it's important to stay consistent with that. Your audience is following you because you share yummy, healthy recipes, not for the latest trends in the tech industry. Establishing a niche will attract the followers you want and make content creation more efficient.
The fun part is creating a mood board for what you want your brand to look like. Decide what primary and secondary colors, fonts, and logos you want to define who you are.
Your messaging should also align with your content. Is what you're telling your audience match your values? How do you want your brand's voice to sound? Empathetic and motivating? Confident and witty? Always refer to your why and decide the best approach to engage your audience.
Be Transparent and Give Credit When It's Do
When your audience fully commits to your brand, they may express their loyalty on their platforms. User-generated content (UGC) is brand-specific that is created by customers. Companies can reach out to the creator and repost the content. There are many benefits to utilizing UGC. It strengthens the relationship with other customers when they see other consumers vouching for your brand. It is vital to always reach out to the creator for permission to post their media on your platforms and give credit to them. This can get you in some serious legal trouble if you take content without their permission. Let them know you plan to share their content on X platforms and if they can supply a social handle to be credited.
Partnerships with influencers are very common. An agreement is made between the brand and influencer on the product they'll receive and the assets they'll return. When they share the content on their account, they must be transparent that it is a paid partnership with your brand. The Federal Trade Commission requires anyone to disclaim that they are being paid or an item was gifted to promote on their channel. This differs from UGC because the creator made the content without expecting monetization and simply advocating for a product or company.
Social media etiquette is crucial in maintaining a positive and professional online presence. Responding to comments in a timely and courteous manner shows your followers that you value their opinions and are actively engaged with your audience. Staying consistent with your brand messaging and tone of voice across all social media channels helps to establish trust and credibility with your followers. Lastly, giving credit when due, whether for a quote, image, or idea, is ethical and good practice for building relationships with other content creators. Following these simple guidelines ensures that your social media presence fosters engagement, authenticity, and professionalism.
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