There are some things that companies and organizations do with their social networking presence that make me batty. Perhaps a few of these things annoy you too? Here are my rules for managing an organization’s social media presence–just in case any of those types care what I think. They should–I may have money to spend some day.
Social networking sites are not to be used as a substitute for your company’s website.
If I see that your website is four months out if date, then I tend to think that something might be wrong with your company. Is it still in existence? Is everyone too busy? Do they not care? Suggestion: Facebook can pull in feeds from blogs. Post official news to your company’s blog and Facebook will automatically add that post to your company’s wall. Going a step further, Facebook can be set up to cross-post to Twitter. Much of the dissemination of your company’s official news can be automated.
Content managers: it’s good to keep in mind that your company will always own the content that is posted on the company’s server. Sure, it’s easy for people to loot content appearing on your website but at least you aren’t legally surrendering your rights to your company’s videos by posting them on Facebook. Post the videos on your site and then post a link to the relevant webpage onto Facebook. Always consult the terms of service of a social networking site and understand what that site does with your content. Track changes to terms of service here.
Push unique content to each of your company’s social networking sites.
Some redundancy of information across a company’s website, blog, Facebook wall, and Twitter feed is inevitable. Be sure to give consumers a reason to subscribe to the your blog’s RSS feed AND like your company’s Facebook page AND follow you on Twitter by offering a unique experience in each arena. Example: here in Bloomington, Scholars Inn Bakehouse (@ScholarsInnBake) has daily specials that are only advertised on Twitter. Another example: every morning, Bloomington Bagel Company (@BBCBagel) Tweets the soup selection at each of their locations, while BBC’s Facebook page seems to be used for more general news.
Interact with individuals who reach out to your company online.
Don’t be THAT company, you know, the one that posts information to its Facebook page or Twitter feed and then ignores any subsequent comments or replies. You CAN respond to people who comment on your company’s wall posts. This is not merely good web marketing, it is good manners. Since most people have instant access to Facebook and Twitter, they will often leave a complaint (or a compliment!) on these networks, rather than search out your homepage, find out how to contact you (far too often, this is a difficult feat!), and write up a formal letter/make a phone call. Respond to replies in timely fashion. Check your social networking sites’ notification settings and make sure that someone can be on hand most of the time to manage these consumer interactions.
Don’t spam your audience.
If you have to post the same event to everyone’s feeds four times in one week, please find four unique ways to do it. Or better–only post twice in a week. I’ve witnessed the number of “likes” go down on a company’s Facebook page after a really aggressive week of in-your-face promotion. It’s easy to overwhelm a person’s Facebook feed. Example: I blocked the Library of Congress on Facebook because they routinely posted fifteen times a day, completely monopolizing my Facebook feed. These were fifteen unique posts, mind you but still, they were off-putting. This brings me to my next point:
Learn the difference between how people use Facebook and Twitter.
In the previous example, if the Library of Congress had made the same fifteen updates to Twitter, I wouldn’t have batted an eye. Why? Because these networks are different beasts and people do not use them the same way. Think about it, have you ever tried to catch up on a couple days worth of Facebook posts? It’s obnoxious! Twitter is super easy to scan quickly.
In addition to frequency, be aware of immediacy. Don’t tweet those photos you snapped at least week’s film fest. It’s already ancient history (sometimes two hours ago seems like ancient history in Twitterverse). Instead, post those photos in an album on Facebook. Tweet at conferences, cons, etc. in the moment–and be sure to find out the correct hashtag to use in your Tweets so that others at the event can find you too. Facebook is a mix of immediacy (announcing the launch date of a new product) as well as legacy (a photo album of a recent event).
Am I the only one with these business social media pet peeves? I’m sure I’ve missed some.