Last week we talked about Creating Online Brand Consistency, and how all of the designs, logos, and colors need to be consistent across all platforms. This week, we're going to talk about how to maintain an online presence. Simply having social media pages is not enough. If you're going to create a Facebook, Twitter, Instagram, and Google Plus page, it's important to remember a couple things. First, you need to share posts frequently. Second, social media is meant to be a conversation, not a billboard. And third, have fun!
How would it look to potential customers if they visit your Facebook page to see that you haven't shared a post in 6 months? What would they think? They certainly won't "Like" your page - because even if they do enjoy your business, you're not sharing anything with the online community. They have no reason to "Like" or follow you on social media because you're not giving them a reason to do so. It doesn't take a whole lot of time to do a couple posts per week. With a free tool like Hootsuite, you can even schedule posts in order to save time.
Remember, this is SOCIAL media, so you need to interact with your followers. Any time someone tags your business in a post, or shares a comment on your Timeline, you need to respond. They took the time to interact with your business, so the least you can do is give a quick response. We already know that Facebook's Organic Reach is decreasing, so having others post on your wall is probably the best way for your business to come up in their friend's News Feeds...you don't want to leave them hanging!
Lastly, your business is fun...and social media is fun. So please, don't treat these pages like billboards. Share posts that your followers will actually find interesting. Yes, you can still mention promotions for your business, but don't make every post about that. When in doubt about what to post, images are always best. Images and photos will have a better chance of catching attention as people scroll through their News Feed. And followers are more likely to comment and share image posts than they would with simple text posts. There are endless ways you can engage followers on social media, so we won't dive too deeply into those waters. If you're really stumped, check out your competitors' pages to see what they are posting and which posts are performing well.
With a little bit of work, you can make all of these platforms worthwhile. The "if you build it, they will come" mentality certainly won't work with social media, so it's important to create and implement a strategy.