The conversation is always about the super cool technology that allows us to do some amazing things in the social media world but all too often we forget to talk about the appropriate messaging to our fans and followers. You can have the most amazing social media presence but without the proper communications strategy your technology investment will quickly turn itself into an expense.
Let’s look at some of the channels for communication:
With the Facebook Edgerank system (Facebook Edgerank and What it Means) it is important to have your fans actively engage with the content that you post. There is a fine line you have to walk with messaging to your Facebook fans and there is no “one size fits all” type of communication strategy. But do know this, if you become a trusted advisor to your fans the sales will come. Becoming a trusted advisor is all about becoming a resource for your fan base and that is created with good quality content that others will find valuable. It is important not to spam your Facebook fans at the risk of turning them off, my preference is for two good quality Facebook updates per day.
Many people ask why? Some even say that their business doesn’t need it. I say your missing an opportunity to share with potential customers why you are the expert in your field. Every business can have a blog and use it to their advantage. Selling concrete? Blog about the different types of concrete, share with people information about what makes concrete different. Be informative, after all someone out there is looking for information about concrete and this is your chance to stand out and share your expertise with those people.
Harnessed properly it can be very advantageous for your brand. Before you even begin sending tweets search for mentions about your business. Search for mentions about your competition or keywords that are relevant to your industry. Doing so might allow you opportunities to jump into a conversation and provide value. Re-tweet other interesting tweets and share informative content such as blog posts and news articles that you think your followers will find valuable. Reply to people who ask questions about things that are related to your industry or area of expertise but whatever you do don’t jump into a conversation and try selling someone. You want to be a trusted advisor to people and not some used car salesmen, they will appreciate your valuable insight and chances are they will follow your brand.
Proper social messaging is key if you are going to truly harness the power of social media. Remember, even if you have the best social media technology platform to help you the one thing it cannot control is your message, only you can do that.