We've all seen businesses which present well on Facebook or Twitter... and others which present badly.
One important factor which distinguishes social media from most other online activity is that it's broadcast (whereas people have to come to your website), and people can share or retweet what you say at the press of a button.
So when it's good, it's good... but when it's bad, it's horrid. When things go wrong on social media, they go very wrong, very quickly, and very, very publicly. And that means you should think twice and then twice more before you get stuck in.
So why not ask for help from a professional? An experienced copywriter will have seen what works, what doesn't, and what could go wrong... they'll also help you look at your whole social-media strategy, not just the words you choose to broadcast.
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When businesses don't use social media well...
- They only use social media to broadcast — they either prevent people from writing on the company's wall, or don't respond on Twitter. What does it say when they close their ears to their customers, and prevent dialogue?
- They post/tweet too often. And unless the communication in question is absolutely gripping for absolutely everyone, every single time, the level of interest will soon diminish. (When a restaurant posted 7 times in an hour, I 'unliked' its page... even though I like the restaurant.)
- Their posts/tweets are
very dull, or too overtly trying to sell. The critical word in 'social media' is social. If people 'like' your page or 'follow' you, they're usually letting you into their personal life. So respect that, and behave like a friend!
- The people they employ to communicate via social media may be slightly at odds with the brand. It's important to remember that customers are the same, and the brand is the same, whatever the medium. People shouldn't be treated differently (especially not preferentially) just because it's social media.
- When customers complain, the company deletes the post, gets defensive or goes on the attack. Part of handling (and resolving) a complaint on social media is how well you do it; that way, everyone sees you're a caring company which is willing to be accountable and which takes its customers seriously.
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