With the advent of social media, a very thin line sometimes separates our business and professional lives. Just ask the Central Intelligence Agency, which, according to the Wall Street Journal, recently issued new guidelines for the use of social media among its agents (because clearly spies need to be careful about that sort of thing).
The CIA is an extreme example, but any business can be put under the microscope for a tweet or post that may appear to be a little inappropriate or too casual. Social media gives businesses a direct and immediate communication line to consumers, which can be of mutual benefit to a business and its customers, like quickly solving customer service issues or promoting short-lived sales opportunities. However, it’s important for businesses to understand how to ride the fine line to ensure its communications remain as professional on social media as other marketing channels.
Below are four communications guidelines for keeping your constituents happy to see you on their social media platforms:
- Post a reasonable amount of times – don’t flood newsfeeds. This number could be different depending on the business, but keep your social media posts to things that are relevant and timely for consumers. Consumers may “like” a business, but will quickly click “unlike” if the number of posts becomes a nuisance.
- Thoughtful, well-written content is just as important on social media channels as any other. Good grammar is a first impression that helps a business remain credible.
- Take time for regular moderation to ensure content is timely and relevant and issues are quickly addressed.
- Listen. When a consumer takes the time to connect with a business, this is a chance for that business to shine among all customers. Respond directly and clearly to feedback and always give consumers the benefit of the doubt. It may seem scary to have such a public forum, but a business can benefit greatly from simply showing they are listening and trying to resolve issues for customers.
This Forbes article also provides a great set of do’s and don’ts to help businesses avoid social media pitfalls.
How has your business achieved success using social media? Or, do you know of a business that is a good example of professional social media skills? Please share it here!