Don’t know what and how to post on social media?
You can already feel the pressure… there are already many more publications, and of all kinds.
With the emergence of the pandemic, in a few months the awareness that social media tools, or social networks, are useful to boost business has increased considerably.
And what I have noticed in some articles is that there is no guiding strategy. And if there is something important to take into account, it is that digital communication has certain rules.
Each platform has its own ways, as well as its own atmosphere of interaction.
The great advantage of social media is that it drives business growth, but if you are not careful, the exact opposite can happen.
For example, the Municipality of Metepec, State of Mexico, made a video against COVID-19, promoting “Susana Distancia”. Check the video in the following LINK.
A shame.
The following are samples of some mistakes and tips you can consider when managing your social platforms, but remember, these are not fixed rules, but suggestions.
In which digital technology and the art of communication come together with the aim of creating a tribe, a group of followers.
1.- Publish, publish, publish, as if there were no tomorrow.
Flooding the networks does not help at all, and even worse if it is only to sell.
People today are more sensitive to sales attempts, because they often produce the opposite effect.
Let me tell you: there is a brand of brightly colored supplements (BLUE) that I have been trying to sell on Facebook. Young men/young women send a flirtatious invitation to be friends and suddenly, out of the blue, they are already selling you their products.
I block them ipso facto, and I have learned to detect the promoters of that brand, and I don’t even pay attention to them.
2.- Not being regular in the publications
People value information, regular and useful, highly. Information that improves their lives.
And it can be, from a taste, a hobby, for health, beauty, business, travel, etc.
But it must have one requirement: regularity. The promised one.
And this has its logic: when you enter into people’s behavior patterns, you have already taken a big step.
That is why what we recommend at ADmira is that, before publishing, it is preferable to create a calendar of articles that follows a sequence of topics, dates and times on each platform.
An important consideration: they do not necessarily have to be your own creations, you have to take advantage of the fact that there is a large amount of information on the network, and part of the digital strategy can be to search for useful information and share it.
3.- Repeating the same publications in all networks in the same way.
That is, republishing from one platform to another. To repeat oneself. And for this it is necessary to understand the logic of each social network, for example, on Twitter, which is more immediate or argumentative, it is not expected that there is a link to Facebook or Instagram. There is no logic to it.
On Twitter you have to be brief and forceful, and not send me somewhere else, I’m there for a reason.
4.- Excessive use of hashtags
A publication with too many hashtags is desperate, you can tell whoever publishes wants to shout digitally, as a market chatterbox.
A shot in the foot.
The use of hashtags must be balanced on each platform, because the audiences and structures of each social network are particular. For example, on Pinterest, you should not use.
On Instagram it is preferable to use hashtags in the comments rather than in the caption of each image.
5.- Ask to follow you immediately.
At the moment, network users already have a level of maturity, they know when they want to follow someone or not.
It is not necessary to ask them, in my perception what you are doing is irritating them more.
It is better to worry about publishing interesting things, your own or shared, that will generate recognition and trust, and could be the first step before they decide to follow us.
6.- Ignore the comments
It is essential to answer to the comments, what the user thinks and asks, and to know how to do it with all kinds of comments.
The good and the bad.
This will demonstrate a constructive and relational approach.
Mishandling unfavorable or negative comments can significantly harm businesses.
7.- To be on all platforms
One of the central points when deciding which social platforms should be used in a company is to define the profiles of our audience.
Why?
Because by understanding who these people are, what are the media or networks they frequent, what are their topics of interest, what is their demographic and psychographic profile; it will be easier to decide on which platforms to publish.
Por ejemplo, es difícil imaginar una empresa metalúrgica con una fuerte presencia en Instagram o Pinterest; parecería más adecuado LinkedIn.
By consciously defining which social networks the brand will use, we can make better planning and budget allocation.
Trying to be everywhere can be expensive.
Closing: I think by now most people understand the power and complexity of managing Social Media properly. How beneficial is it that, by managing it properly, it opens the way for people and the success of our businesses?
