Social networks have become a medium of great impact, worldwide during the last decade; As its name indicates, a social network from its most basic definition is a social structure that brings together a series of individuals or organizations that are related according to some common interest, which can range from a relationship of friendship, family kinship, professional level. or mere curiosity, with the purpose of being interconnected with both what is happening around you and what is happening in the world.
From its origin in 1995 to the present there is a lot of fabric to cut and countless issues in relation to social networks, in just over two decades the growth of these has been dizzyingly accelerated, even from the moment we were born although we do not have a user in the network, we interact with it, for example, when we play nursery rhymes to our little ones on YouTube to calm them down.
Therefore, it would be absurd to ignore the power of social networks, which has crossed borders and limits and has risen to a prominence unimaginable a few years ago.
Learn to differentiate personal posts from business posts
Now it is necessary to stop and identify what I should and should not publish on social networks?, this question has been on the mind of more than one user, whether they manage social networks on a personal level or on a business level. This brings us to the central topic at hand, broadly differentiating these two levels.
Personally
There are no canons that limit What? When? and How often should you publish? On a personal level, “almost” everything is allowed, beyond your own individual criteria, there are those who publish at all times, and love to share the journey of their day, with typical phrases like: I’m getting up!; I’m eating!, I feel bad!, among others, and no one questions this behavior. In this sense, we find everything on social networks, from the most intense, to those that do not publish anything and only have a username to follow and stay in the loop.
From the above, Personal Brands are exempt, which basically consists of making us individually our own brand, which we sell or market to others. Although it is true that this category enters on a personal level, it is important to highlight that the management of personal branding on social networks differs from that of the common user, because it seeks to position itself as a commercial brand on the networks.
At the business level
Colloquially speaking “this is another story”, at this level if the content of what is published or shared is extremely delicate, good management of social networks through effective communication is closely related to sales, this being the bridge ideal to have direct contact with both our clients and potential clients of the products and/or services we offer.
In this sense, special attention must be paid to online profiles, if all the opportunities provided by social networks are taken advantage of and the available tools are used correctly, not only can sales income be significantly increased, but it is also the massive exchange door, to inform, socialize and interact in real-time in a direct and informal way with customers, which will mark a decisive factor in your company’s marketing strategies.
However, if social media is used inappropriately, unprofessionally and irresponsibly it can cause irreparable damage to your business.
What if you publish on social networks at a business level?
valuable content
Creating valuable content is essential to attract and retain your audience, the majority of users are saturated with information, they become increasingly more demanding and, in addition, quality content ensures that your target audience becomes more involved and interacts more. and share more. Combining text and images is a super effective method, as well as publishing multimedia elements will help attract the attention of your followers.
Know your audience
It is essential to know the profile of your market, their interests and the use they give to your product or service. Which will help you create actions directly focused on the type of audience that follows you and thus you can generate empathy with your readers, followers and users.
Share
It is necessary to follow and share content from others that is related to the main topics or topics linked to your business, that is why it is important to search for all possible content related to the sector of your company or activity. Share news, trends, studies and any information you find relevant within your industry, this will allow you to become a reference for your potential buyers.
Consistency in publishing
You must know the different social networks and know that the content and frequency of publications varies from one to another. Each social network has its key points. Example: in the case of Pinterest, Google+ and Instagram, it is better to publish images of our products, work team, production processes, topics of interest and events, since it is a purely visual network. On Twitter, it is advisable to “tweet” about your company and it may also be interesting to share content from others that is related to the main topics or topics linked to your business. LinkedIn lends itself to sharing news and articles. On the other hand, Facebook works to ask open questions, share images, opinions and video content.
Satisfied customers
There is no better advertising than sharing your customers’ feedback, that gives credibility to your company. Share with your audience how satisfied your customers are with your brand, repost the good comments, share the success stories and the good results that your customers have achieved when using your services and products. The voice of a satisfied customer will always be heard by other potential buyers, and it also constitutes recommendation marketing that will help your company grow and generate trust.
Your team
Present to your clients the human part of your business, your main asset, your work team who mesh and make the success of your company possible. This is the type of content that usually works best on social networks, especially for small businesses and local businesses. A simple family photo of your team is a guarantee of sure success.
What NOT to publish on social networks at a business level?
Controversial topics
There are contents related to religion or politics, on which it is better not to give an opinion because they can negatively affect your corporate image. It is not advisable to publish your personal preferences on these topics. If you often talk about controversy, reproaches or share negative messages, you can cause bad vibes and lose the attention of a portion of your followers.
Plagiarize other companies.
Knowing your competition is a very healthy way to know what they are doing and what things work or not, it is even recommended that you carry out a benchmarking strategy. Although this is a good practice, imitating your competition’s strategy or reproducing their ideas will only harm your brand image. Be original and create your own content so that your followers value you. The idea is that they follow you because you always have something different and interesting to tell.
Misspelling
Posting too many spelling mistakes does not give a good image and calls into question the seriousness of your company. Then there are minor evils like forgetting accents, capital letters or commas, which are not a crime, but they don’t help either. Putting a little love into spelling doesn’t cost too much and makes your social networks look much more cared for.
Repeat your posts
When you run paid campaigns to achieve a specific objective, it is highly recommended to do A/B testing to verify which variation works best for your goals, but when it comes to organic content for your followers, you should avoid always sharing the same information. Give your users varied content so they don’t get bored; It is a way to create loyalty.
Obsession with sales.
It is true that social networks can help you sell more. But don’t be too pushy trying; Make sure that your products and services do not monopolize what you publish. Trends and news in your sector, advice and inspiration, to give just a few examples, can help you diversify your content. By combining these publications with promotions of your products you will get closer to the content proposal of interest that social networks demand.
Apply the well-known 80-20 digital marketing rule, which suggests that you share 80% valuable content and 20% content that is related to your product offering. This way you prevent your audience from feeling that your main purpose is to sell to them, on the contrary, show them that what interests you most is them and provide solutions to their needs.
Viral abuse
From time to time, it may be interesting to share a meme or viral video that reflects your business values; It is a good way to take advantage of the situation to make yourself known. But it is not recommended that this be a constant in your publications, if the only thing they find on your networks are viral, they may think that they are not on the company’s official account.
Filler Posts
If you don’t have anything interesting to tell, it’s better to stay silent. It is preferable to schedule a schedule with a few weekly posts than to publish daily with filler, low-quality or repeated content.
The importance of design
If your images do not fit the size recommendations, if they are not legible and use outdated formats such as collages instead of carousels, you are doing something wrong. The graphic part captures almost all the users’ attention and influences decisive aspects of our results, such as reach or interaction. Take care of it and dedicate the time it deserves to get the most out of it.
Put your social networks to good use
To get the most out of your social networks, it is important, in addition to publishing, to be able to interact effectively with your followers and take the necessary time to answer questions, resolve complaints and even face criticism or bad comments.
Remember that to have a presence on the networks you must create strategies and implement different techniques so that what you do is well managed. If you need it and can, turn to a professional or agency to request guidance and advice.
