Today I want to lend some specific advice on how you can use social media to your advantage without creating future headaches for yourself and your startup.
It isn't a stretch to think you will have to incorporate some form of social media into your new venture. But have you taken time to research the best platforms or did you jump on all of them at the same time? I'm not here to tell you which platforms you should or shouldn't participate with, rather I want you to absorb some helpful tips I've learned.
Consistent Message - Your brand should be the same on social media as it is on your website and your physical location (if you have one). The tone, humor and context should match. Ask yourself if you'd put that information in your office, store or on your website. If the answer is "No", you should probably not post it on social media.
Avoid Desperation - If you are on social media that involves followers (Twitter, Instagram, Google, or others), asking for someone you follow to follow you back is in poor taste. It is similar to constantly asking someone if they like you. Let the chips fall where they may. Again refer to Consistent Message, if you wouldn't beg on your website or in your store, avoid it.
Remove Ego - You shouldn't be on social media just to gain likes or followers. You should be providing value to your interest group and topics. If you have a disproportional amount of followers to followees, it may be time to re-evaluate. You should use the strength of existing social media networks to toughen your internal and external network.
Limit Automation - It is perfectly acceptable practice to use software to schedule your messages ahead of time so they are deployed at preset times. However, personal and timely responses to those messages should be monitored and engaged with sincerity. If you are blasting out automated messages more than several times an hour, you're probably creating noise and potentially irritating followers you already have that could easily unfollow you. This is social media, you should be active and social, after all, that is the point.
Stop Platform Pushing - Only join social networks to be active participants. If you are only on a platform to lure people to your page on another social media platform you are creating noise. Engage your audience where they are. Also, don't send automated messages directly to a user that say, "Like us on X" or "Join us on X". Refer to Limit Automation if you aren't sure. If you are going to automatically send a message, be specific so the user will understand the benefit. A good example would be, "Come check out the additional photos on our page at X" or "Check out our latest article about X on our blog".
Hashtag With Care - Hashtags are generally used to help users sift through the noise on social media. Targeted hashtags are great for gaining a wider audience and getting your content additional exposure. However, rogue hashtags provide little to no value to users. Try to limit yourself to using three or four hashtags within one message. If you want to target other groups make a separate message with those hashtags included. Short hashtags are optimal on social networks where each character counts (such as Twitter). I find that using mixed case is helpful when using more than one word for a hashtag (e.g. #SmallBusiness vs. #smallbusiness). When crafting your hashtag, try to think what a potential user or customer might be trying to find. If I was searching for startup news, good examples would be #startup or #StartupNews. Conversely, a bad example for finding startup news would be #StartupWithBaconAndEnergyBars. If thinking like a user seems hard, what are hashtags that you would search for yourself? Try keeping to things that make sense not just to you, but to others as well.
Never Buy Likes or Followers - This is seen as quite a seedy avenue for growth. It is also something that may negatively impact your online reputation with customers and other in the industry. You should strive to create organic growth with engaging content and a timely dialogue with others. Remember this aligns with a Consistent Message.
UPDATED BELOW
- Be Transparent - Once you post a message it should only be edited for misspellings or content that was not correctly added in the post. After a message has been posted for more than several minutes it should not be edited at all. If something you just posted is quickly receiving negative attention, never delete it. If you remove the content that signals to others you are trying to cover your tracks. People take screen shots and post them online to give others context of the situation. The best way to avoid this type of blow back is to not put yourself into that type of situation. Again, refer to presenting a Consistent Message if in doubt.
I believe that utilizing these tips can have you on your way to a better understanding of social media and how to use it properly to create a more engaged audience online. If you can think of any other helpful tips, please let me know.