10 Jan Social Media – Content Marketing Dos and Don’ts

Social Media – How To Get It Right

Written by Daniela Cavalletti

Nowadays, businesses simply can’t do without content marketing via their social media channels such as LinkedIn, Facebook, Instagram, or Twitter (and others of the many options available).

But it can seem quite a chore to stay on top of trends, find the time to write or curate content for your social media, know what to pick, etc. That’s where sticking to the four basics comes in. Social media in can become something you look forward to doing rather than dread.

Apply the following four basic rules and their dos + don’ts, and your social media engagement should steadily rise as you build a fanbase around you and a community that values your contributions.

#1 – Getting Started – Social Media Profiles

Who is your perfect client – and on which social media channel are they likely to be reading content relevant and interesting to them?

If you are selling a professional service, LinkedIn might be the best main platform to use, supported by other channels. Facebook and Instagram are excellent for promotions of and conversation around products aimed at the consumer. Online stores selling anything from baby clothes to power tools can showcase their wares, answer questions, address complaints and create a connection between brand, product and customer.

Once you have selected your main and additional channels, make sure your profile and content is of high quality (visually and in content), professional, in line with your brand – and kept fresh.

• DO: 1. Identify our optimal social media platform. 2. Set up engaging, complete professional-looking profiles. 3. Regularly post content that is relevant and useful to your readers.
• DON’T: 1. Trying to master too many social media platforms will dilute your energy, message and return on investment. 2. Keep it clean – photos from your last fishing trip or wild party have no business on your business profiles. Stay professional yet true to your brand.

#2 – Whom Do You Want To Connect With On Social Media?

Why you are working on your social media marketing in the first place?

It’s getting new clients, retaining existing ones, creating a buzz around your brand – and what else? You’ll soon come to realise exactly whom you are creating online content for. Before you set up your profiles and create a content plan for your social media, be clear on which people you want to attract, convince and convert with your copywriting message and look.

What is your target market interested in? Could there be more than one customer type your business wants to attract?

• DO: Write down the main characteristics about your ideal client (i.e. create an avatar) in each client group – then create content for them that is both interesting and helpful to them.
• DON’T: Trying to be everything to everybody will be very confusing to your readers – don’t go too broad, stick to your field, your expertise.

#3 – Don’t Be A Stranger

How often should you post?

Usually, big enthusiasm marks the beginning of setting up or updating a social media profile – with many interesting and regular posts keeping your reader happy. But wait a little while and work and life happen, and the posting schedule often slips for many businesses. One post then another is missed, conversations are not moderated. With the schedule mucked up once, you’ll find last social media post suddenly is a month old, and our audience is left disappointed.

But if you want social media to work, you need to keep it regular.

• DO: 1. Nifty social media management apps like Buffer or Hootsuite will ensure you  create posts in bulk which will go out to your set schedules – be it your own blog posts, or other interesting content you find on the net. 2. Post regularly and often enough to ensure your visibility and engagement are high. 3. Do repost popular articles to make the most of your content. 4. Set aside half an hour, twice a week to moderate the comments readers leave on your profiles and posts.
• DON’T: 1. Gaping intervals between your posts or moderation will see you disappear from your readers’ radar, will create a bad impression – and dropping ROI on your social media investment.

#4 – Social Media: Communities + Conversations

You’ve posted awesome content – what comes next?

When you get that first favourable, enthusiastic comment on one of your posts it’s an exciting experience. But stressed customers and trolls don’t always play nice; what to do then?

• DO: Always respond to each comment – whether it’s good or bad. This is a great opportunity to show your integrity and create a conversation. It’s your big chance to show what glorious stuff you’re made of, do stand for – and will do for your clients.
• DON’T: It can be tempting to at times, but never (ever!) stoop to using offensive language or enter into mudslinging. No matter how upset or in the right you may be, you’ll always lose: reputation, time, or energy you’d rather spent building a great business.

What’s Your Take?

What are your plans for your social media marketing?
What other nifty tips + tricks have you got up your sleeve that you can share with us?
Let us know in the comments!