Monday, March 20, 2017

Are You Missing Social Media Opportunities?


No one likes to be talked about behind their back. So, when it comes to social media, why are so many business owners okay with letting that happen? Here are four ways businesses miss opportunities to connect with their customers and prospects on social media, and what they should be doing instead:

  1. Ignoring Yelp Reviews: "My Yelp reviews are almost all four or five stars. I don't need to respond to them, right?" I've heard this countless times from business owners who are only checking their Yelp listings once a month, or less. If someone was raving about you in person, you wouldn't ignore them, would you? Thanking someone for a rave review is a great way to keep them coming back to your business! Claiming your Yelp listing (another step many businesses miss) and monitoring reviews on a regular basis ensures that less positive reviews don't slip through the cracks. Responding to each review you receive, positive or negative, shows that you are responsive and on top of your customer service. This applies to other review sites as well, like Google and even Facebook.
  2. Ignoring Facebook Interactions: From check-ins and messages to wall posts and even simple comments, some businesses just ignore interactions from people on Facebook. They do so at the risk of damaging their relationship with people leaving positive interactions, and further angering those with negative interactions. Negative feedback can also have a snowball effect, with others chiming in when you don't see or respond to the first interaction. Following up on each interaction instead ensures that you will maintain positive relationships with happy customers and that you will control the conversation around negative interactions.
  3. Missing Twitter Mentions: Savvy Twitter users know that often the best way to reach out to an organization for customer service is by mentioning them in a tweet. A company that isn't monitoring their mentions closely risks the ire of people who can't get in touch with them. Instead, follow up on mentions with a response, like or retweet, and follow the user if appropriate. Following a user shows them that you care about what they have to say, and allows you to engage with them in the future, whether they're talking about your business or not. Creating a private list of users who have mentioned you in the past is another good way to keep track of customers for future outreach opportunities.
  4. Missing Instagram Tags: Especially if a business has a physical address and a Facebook Page, there's a good chance people have tagged their location in Instagram photos. Businesses, or their representatives, should monitor photos tagged at their location and follow up on these posts by following the user, if appropriate, and liking and commenting on the post. This also applies to mentions and hashtags using the business's handle and name. Regramming and sharing these photos on other social social media channels is also a great source of content for you!
These missed opportunities on social media happen for a few reasons. Sometimes it's because businesses are afraid of negative interactions, or don't know how to respond in general. Sometimes it's because they see social media only as a sales tool, and not as an opportunity to connect with current and prospective fans and customers. Most often it's because the business owners and staff don't have time to keep up with their social media interactions. If any of these apply to you and your business, I can help. Please don't hesitate to get in touch.

Happy Networking!

Lauren

Thursday, January 12, 2017

Your Business Needs a Social Media Checkup - Here are 5 Reasons Why


January is a great time to review your social media strategy and the content you’ve posted to make sure you’re on track. Review these items to stay on top of your social media presence in 2017.
  1. Goals – Your business may have different goals now than it did last year, several years ago, or whenever you got started on social media. Whether you’re trying to generate walk-in business or to send people to your website, having clear goals in mind will help you establish an effective social media strategy.
  2. Target Demographic – Is your target demographic the same now as it was when you started? Your target may have shifted, or your demographic’s favorite social network may have changed. You may need to add a new network like Instagram or Snapchat to make sure you are still reaching them.
  3. Content Mix – You may have fallen into a pattern without realizing it, posting the same type of content (photos, links, plain text) or even the same wording all the time without realizing it. You may also be focusing too heavily on selling your business rather than developing a relationship with your customers and prospects. Reviewing your content mix will help you freshen up your content and generate new engagement from your audience.
  4. Industry Trends – Monitoring trends like live video as they gain popularity and assessing whether they’re right for your business can help you make the most of your social media presence. But be careful not to jump on trends right away. I’ve found the best practice is to watch and learn from early adopters to see if the trend is a good fit and how you can best utilize it to your advantage.
  5. Consistency – Review your post frequency to see if your social media activity is consistent. It’s a lot to keep up with! There may be long gaps between posts without you realizing it, if you’re not keeping track. If you’re having trouble keeping up, it may be time to bring in outside help. Consistency can also be an issue when it comes to voice and tone. If multiple people are contributing to your company’s social media presence, your audience may be confused by inconsistency in your brand’s voice.
My best wishes for the year ahead and if you have any questions or need any help with your social media presence, please contact me.