Too often we see mediocre or over generalized status’ on business pages just for the sake of posting. General posts don’t receive nearly the engagement levels that personalized or specific posts and they don’t do a thing to build a relationship. The problem with finding value worthy content is time and money.
Finding valuable content takes a lot of time, knowledge of the company and good communication skills between departments. This leaves you with two options; hire a full time social media manager or hire an agency that performs on site meetings (frequently.) Piling on social media management onto your marketing manager or department is, quite simply, a poor decision.
Consumers expect and demand that businesses be active on social media. Consumers want to be able to pull up Facebook and send a message and get a response within 72 hours. Honestly, 72 hours is too long. Facebook actually grades you on your response time to messages, you need to answer 100% and to light up the icon, you need to answer 90% of messages within 15 minutes.
So what do you need from your social media team or agency?
Experience and knowledge, in not only, social media marketing, but the commitment to learn your business, products and services. When a customer sends a message on a social media channel, the answer should reflect your business perfectly. This means that if you work with an agency you need to set a point person to answer questions quickly.
Outline your expectations, create a social media contract that includes response times, a chain of command, policies and system requirements. Don’t forget your analytic reports. You need to keep your team accountable.
Create a Branding Guide. Use your branding guide to show the appropriate forms and uses of your logo and taglines. Specify color codes and font style for your logo and branding. The most important part of the branding guide for social media is to define the tone of voice and style of communication. Your response online should match the response on the phone and in person.
Outline Responsibilities. As mentioned, you need a point person or, preferably, a point team. Remember you are expected to provide engaging content, customer service and answers to questions and concerns all within a very short time frame. There are some exclusions to this rule for financial institutions as all correspondence needs to meet compliance standards and regulations.
Undervaluing the power of social media is dangerous. Consumers are growing more and more dependent on social media for more than connecting with friends, they look for advice, buying options and use social media pages to familiarize themselves with your business. Bottom line is that social media IS important and must be treated as a valuable department in itself.
What Are Your Thoughts?