Facebook, Twitter and the other social media sites are a great and efficient way to reach customers, strengthen customer loyalty and foster their engagements. However, too often companies do not differentiate between the different platforms and join a social media site just to say they did. It is hard to find exact statistics on the subject, but about 79% of businesses have a Facebook page, 59% are on Twitter, 39% have a blog and 33% have a Youtube account. So here is a guide to teach you how to use your social media sites
What do users expect?
Customers do not like your page or add you to their circles for your benefit, they want to get something out of it. Across all social media platform, this is what users responded:
Almost half of the users say they follow a brand to get discounts and deal, followed by users who love the brand and just want to follow it. It doesn’t mean you need to share the same links and info on all of your platforms.
What content should I share?
We just saw creating and sharing exclusive deals and promotions is a sure way to make your customers happy but there are some other things you can share.
- On Facebook share pictures, videos, news, interesting anecdotes, product releases. Facebook is the site where you can vary your posts the most. It is better to always post content on Facebook rather than link to it, so publish photos or create albums through Facebook instead of posting a link to the same album on your site or external app. The same type of content would be appropriate on Google+
- On Twitter post links, short anecdotes and link to your other material. You can also post some pictures but not a full album like you would do on Facebook. Twitter is a great place to post more impromptu pictures. Do not hesitate to interact with your followers and to answer questions or respond to comments*.
- On your blog you can post more content at once than on the other sites, therefore blogs are a good place to make announcements, give advice/tutorials/recipes, post about industry news or show the inside of your company.
- Youtube is a great platform for more complicated content such as how-tos; a landscaping company could show how to repot a plant or a plumber can show how to snake a drain. Youtube is also a good place to post interviews, teasers or short documentaries on what happens inside your company.
- LinkedIn is best used for professional content such as press releases, company news, your take on industry news and events and employment offers.
*When replying to comments on Twitter, if you start your tweet with @username, only followers that follow both you and @username will see the tweet in their timelines. Therefore, most of the time your followers will not see your reply on their timelines and it does not count as a post, just like in our Coca-Cola picture above. So feel free to respond to as many comments as you want, they will only appear when Twitter users go on your Twitter page directly.
How often should I post?
How often you should post varies greatly according to the site. This is our recommendation from the most often to the least:
- With Twitter, it is a lot easier to filter information and followers tend to glance at their timelines. You are expected to post often and we recommend posting at least once or twice a day up to every 30 minutes or so, especially if you do not want to be overlooked.
- On Facebook and Google+, we recommend posting at least every two days up to three or four times a day.
- The number of posts on your blog varies greatly with the content you provide. It is a lot harder to provide filler content on a blog than it is on Twitter. Therefore, post as often as you have content but try to post at least twice a month, and up to 2 or 3 posts a day. If you post several times a day, try and variety the type of postings such as a video, a short article with pictures or a longer article with more reading.
- Activity on LinkedIn is a lot sparser than on the previous site, one post a week to one post a day is a good bracket.
- Just like a blog, posting on Youtube depends of how much content you have to post. Most of your customer will access your Youtube account from other social sites rather than just follow your channel. Therefore post videos on Youtube anytime you need to publish a video.