Social media is a force that cannot be ignored. It doesn’t matter if your products or services are consumer-facing or B2B, having a strong presence on social media is imperative for most businesses.
It can be a lot to take in: Why is social so important for your online presence? How does it affect your website? Which platforms should you be present in? And how should you manage the day to day? We’re here to share our best recommendations.
Our Best Social Media Recommendations
Why is social media important?
It used to be that social media was just an outlet to stay in touch with friends and family and connect with your favorite B2C brands. Nowadays there are businesses that solely depend on their social media efforts.
Social media offers credibility, with many of your customers checking out your profiles before they decide to buy from you. How you interact with them matters. More importantly, depending on your business social media can drive incredible sales.
Another reason that social media is important is because of its effect on your search engine optimization (SEO). Social media traffic is likely high-quality traffic, since they saw something on the platform that caught their attention enough to leave it and visit your site. Google (and other search engines) monitor the traffic that come from social media and award you with higher rankings.
The importance of quality
For the same reasons that make social media important, it’s imperative that you take the time to produce quality content to share with your followers. Engagement (how and how much your audience interacts with your posts) is the most important metric on social. It lets the social platform and search engines know that you are a credible content provider and gives you more exposure.
Building a following
Creating quality content that your audience will want to share is the best way to build a social media following. Once you have some posts you know will connect with your audience, make sure you promote them by creating a targeted audience. Nowadays, you can target pretty much anyone you like, from local people within a certain demographic to those that have shown interest in your industry.
What should I share?
It’s easy to get stumped when you’re staring at that post window. That’s why it’s recommended to plan your posts ahead of time. Here are a few ideas on what you can share:
- Product updates
- Industry news
- Funny (but relevant!) images and memes
- “How to” videos
- Tips and tricks on how to use your products
- Media coverage
- Blog posts
Try to think like your audience would. What could you share that would help them?
Scheduling and metrics
Managing social media on the fly can be very time-consuming. We recommend using a social media scheduling tool, such as Buffer or Hootsuite, to manage your posts on a weekly (or even better, monthly!) basis. These tools also offer analytics capabilities to track your performance, although you can also do this directly on each social media platform.
Monitoring builds reputation
Once you post, you can’t just forget it. You have to monitor your audience’s responses and interact with them. You should respond to every single comment you receive on your posts, even the negative ones. This will demonstrate to your followers that you take them seriously and respect their feedback.
You also want to make sure that you keep your page clean. Get rid of any spammy or offensive posts.
What social media platforms should you be in?
Each social media platform has its charm and focus. For most tech companies, we recommend Facebook, Twitter, LinkedIn and YouTube. Depending on your product or service, Instagram might be important as well.