Hello! The following social media sections are meant to help you gain a better understanding of this space to help increase your visibility and ultimately sell. We get that social media is still unchartered territory for many and that’s why we are here to help! If at any time you have questions, or want to learn how to do something, please contact Michelle at Hello, our social media agency, at firstname.lastname@example.org or 216-346-3988. She is more than happy to field any questions, or offer a quick tutorial.
Social media, like Facebook, Twitter, Instagram, Houzz, etc., can be a great outlets for you to help build relationships with customers and create awareness for your business. But there are some best practices to keep in mind. These platforms can’t be used as a bullhorn to overly sell – that will work against you and turn off your consumers.
- Keep it simple and realistic. These tools take time to manage, monitor and build a following. If you don’t have the time to devout to them, then just focus on one or two – or even none at all. We recommend Facebook, as it’s the easiest to manage and monitor.
- Posting consistently is important. If you are managing one or three channels, the key is to stay active on each and understand the rules of engagement on each platform. For Facebook, posting 3 to 5 times a week can be sufficient, depending on what is happening each week. Twitter is a very fast-paced community and we recommend brands tweet 3 to 5 times a day, retweeting relevant news articles, commenting, etc. Again, if you don’t have the time to do this, it’s best to avoid.
- Know what’s being said about you. At least once a week, do a Google search and set up Google Alerts. This way, you can monitor if someone is saying something, good or bad, and respond appropriately.
- Always respond to customers, the good, the bad and the ugly. If someone has something negative to say, try and learn why and make it right. Don’t just delete the comment as that can work against you because upset consumers will keep coming back to the page to complain (or go elsewhere – and you want to avoid this). People will decide whether or not they want to do business with you based on your actions, including how you respond when things go bad and how you try to make it right.
- Encourage dialogue – ask customers open-ended questions and their opinions as they love to share (what problem are you trying to fix, what do you love about your flooring, do you entertain in your basement, etc.)
- Encourage your customers to upload their reviews and images on your Facebook page after a recent install.
- Be conversational. When a consumer has an issue or praises you for a job well done, craft a personal response for each person versus a standard response to consumers. It doesn’t have to be a novel but ‘thank you for sharing” or “hope you love your update” will go a long way with the audience and encourage a positive experience.
- Pay attention to analytics. Facebook offers free analytics that are easily accessible as an admin of the page. You can see when the best time to post is on Facebook by the audience’s participation within the insights pages. Keep that in mind for when to set your posts. For instance, Saturday morning may be a great time to post, so you’ll want to plan out the content you share on specific days.
- Boost every now and then. Boosting simply means paying to make sure your fans see your post (right now, not everyone will). Boosting can cost as little as $5, and is very easy to do.
Things to avoid
- The FTC mandates certain activity on social media. It is unethical and against the law to pose as a customer and leave false information (or on the flipside, to overly boast about your own company and not make it transparent to the user what your affiliation is)
- Getting overly defensive with customers or arguing socially. Nothing good can come of this, and it’s permanent. Engagements like this tend to take off like wildfire. Always be professional in your response and understand that consumers may not be satisfied with the final outcome and continue to complain. The important part is that you addressed and handled the complaint or praise professionally.
- Sharing non-relevant content. If you have to think about if it’s relevant, it probably isn’t so pass on the opportunity to share.
- Posting too much. As you start to manage social channels, you’ll have an understanding for how the community will respond to content and the quantity of content you share.