Whether you've hopped on the social media bandwagon or not, it's virtually impossible to avoid the reality that social networking platforms have completely taken over the internet. For example, consider the current Olympic Games. For the first time in history, Olympic athletes can connect with fans like never before. Facebook pages and hashtags sit quietly on the bottom of our television screens, but they do not go unnoticed. In fact, the Olympics have been a trending topic on Twitter since the games started.
What do the Olympics have to do with your business? Absolutely nothing. However, the games have proved the undisputable power of social media. Even Obama and Romney have joined Facebook and Twitter - it's only the beginning of a social revolution.
Now that we've come to the conclusion that social media is about as ubiquitous as breathing, let's discuss it in terms of business. Chances are that if you're a business owner, you've either considered establishing a social media presence or you've already done so. Assuming the latter, it is safe to say that you are on the right track. However, the "if you build it, they will come" cliché does not apply in this scenario. In order for your business to thrive in the realm of social media, you need to put in a little elbow grease.
Follow these three simple guidelines and you'll be on your way social media bliss.
1. Update Frequently: Don't take this the wrong way; frequent updates should not include every meal you've eaten that day, nor should they include irrelevant information such as your opinion on "The Dark Knight Rises." Those subjects should be reserved for your personal social media accounts. In terms of businesses, frequent updates refer to actually updating. One of the biggest mistakes business owners make is creating a wonderful Facebook page, but updating only one to two times a month. Social media accounts should be updated at least three times a week. This way, customers can see that you are actively working to establish your online presence by posting interesting, relevant information.
2. Engage People: Frequent updates are crucial when it comes to social media. But that being said, the point of updating is to form relationships with customers. If you post a bunch of interesting photos and articles, don't be surprised when people leave comments. That's the beauty of social media - the aspect of interaction. Businesses that don't reply to comments are making a huge mistake because they are essentially missing the entire point of social networking. When businesses comment back to customers, it immediately humanizes their establishment. People tend to associate businesses with corporate America and advertising, but when their social media page reaps personality and interaction, customers feel like their voice matters.
3. Market instead of Advertise: Don't treat your Facebook page like an infomercial, or customers will do exactly the same and avoid it like the plague. As previously mentioned, the main function of social media is to interact with others. A business' Twitter account that does nothing but promote sales won't receive any feedback except for a big, fat click of the Unfollow button. Interaction should be a two sided conversation. In other words, customers won't reply to a post that says: "Come try out our new specialty pizzas!" but they will likely reply to a post that entices interaction, such as: "What kind of specialty pizza would you like to try? Comment below and we'll make the three most requested types!" Do you see the difference? The first example is advertising and the second is marketing.
The best part about social media is that it is completely free. Therefore, you've got nothing to lose as long as you follow these three simple rules. Happy Social Media-ing!