Social media can be very engaging but it can also be very frustrating for PR professionals if it does not generate the level of engagement or interaction anticipated.
Social media posts are used by industry experts to share information and stimulate dialogue – to get the audience talking about the client, their product/service or another subject of relevance.
But sometimes, despite the ingenuity of PR professionals, social media posts may miss the mark and not elicit any reaction from the audience.
A few weeks ago on Open Forum, Christopher Litster, Senior Vice President of Sales and Marketing at Constant Contact shared Facebook “faux pas”—the reasons people don’t “like” your Facebook status updates.
Asking questions that are too broad or personal: Facebook is a good forum to ask questions, but these should be specific, rather than open-ended. Give your community a choice or create a poll. Have fun, but don’t get too personal.
The tone is uninspiring: Creating posts for a business does not mean they have to be purely corporate. Adopt a conversational or inspiring style to demonstrate a human side and share customer stories.
Every post is pure text: It’s fine to have an all-text post. However, all posts should not be just text. Use visually appealing images that relate to the post or business.
There’s too much focus on selling or you’re talking only about your business: Your page is for your business and your fans. While it is great to share company news, don’t use Facebook as a sales forum. Build relationships instead by sharing relevant, informative content. Go beyond the business; give the audience related information that fits into a bigger picture.
The message isn’t in sync with your audience or business: Make sure each post serves the interests of your community and your business. Whether it’s funny, a tip or trick, or something interesting—it should align with your company and audience.
You’re not responding: You should always respond. Responses help to maintain the engagement and let the audience know their feedback/input is appreciated.
Your page has an identity crisis: Use an editorial calendar. They help provide structure, but they’re flexible so you can change a post at a moment’s notice to accommodate news or timely announcement.
You’re not offering anything: “One of the reasons people become fans is for the perks,” Litster noted, so offer deals or insider offers. Not all businesses can offer giveaways, but simple things, such as highlighting a fan as the Facebook Fan of the Week show that you care about your community.
You give up too easily: Still don’t know what your community wants? Don’t panic or give up. Facebook has started highlighting the most engaging posts in the page admin panel. They also notify you when a post performs better than average, so start there.
Growing a social media presence takes patience; it won’t happen overnight. Take time to find valuable content and engage with your fans, and soon you’ll be successful in social media.
The key to effective social media marketing lies in becoming a reliable source of information. The perception of a business as a dependable resource will attract more prospects and generate opportunities to convert them into customers.