Sunday, November 18, 2012

Social Media Traps For Business

Many businesses are starting to head online with social media without a clear strategy, poor education about the platforms and very little thought given to what they will do when they are in the firing line for some feedback they were not expecting. 

Like the home builder whose Facebook page is swamped with complaints from customers. 

Or the lawyer posting competitions to Facebook that contravene the Terms of Service. 

Or the retailer, like Target recently, with their Facebook page taken over with a barrage of political comments over the style of the children's wear that the company was promoting. 

Your online presence is just like opening a shop on Main Street, except more easily visible to people other than the usual suspects who might visit. 

How well constructed is your social media strategy and what decisions have you made about how you will handle issues that may come up in the future? 

Here are some questions, the answers to which you should already know ... 

How well do you understand the Terms of Service of the platforms that you are using? 

What search terms are people using to find you online and are these the key terms for which you most want to be found?

Who makes the decisions about the topics that you will post about online? What's your criterion?

What are the boundaries between what you post and what you won't post about online?

How do you treat complaints that are made online?

How do you monitor the web for complaints or criticisms that are made online but not on your pages?

What exactly is the reason why you need a blog and what to do with it to make it useful in promoting your business?

What's your backup plan when your Facebook page is deleted without notice?

How do you make the most of Twitter to communicate with your customers and new prospects?

How will you measure the effectiveness of your employees who are in charge of your online marketing?

What's your process for ensuring good quality images to share online?

Why is it important to be using images effectively online?

What's the critical factor in maintaining your own website and blog, for your social marketing?

How well is your blog updated regularly enough and what purpose does it serve?

How have you made the most of the opportunities presented by Linkedin for you professionally and for your business?

What is your procedure to ensure that you are not spamming your contacts?

What steps you taking to educate yourself on the Anti-Spam regulations and to keep within the terms of service on the various social platforms?

What methods do you have in place to encourage new connections online, from your shop or business premises offline?

How did you go? 
Did you know all the answers? 
Importantly, do your employees in charge of maintaining your business presence on social media understand these too? 

Your inbound marketing efforts - and that's what social media is about, needs a formal strategy that covers all of these issues and more.  Social media is not about Facebook, or Twitter, it is about presenting your business and marketing effectively. It is a business issue, not a game. 

How's your strategy looking?

Lindy Asimus 
0403 365 855

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