Does your
New Year’s resolution include improving your brand’s social media presence? If not,
maybe it should. Did you know that 78% of consumers’ purchases are impacted by companies’
social media posts, according to a study conducted by customer intelligence company,
Market Force.
A great
first step towards improvement is to rate your social media presence as a consumer,
right now.
Wait.
Before you start tallying the number of followers on your Facebook page, I’m
not referring to your numbers. I’m referring more to the aesthetics and the
content provided on your social pages. Sure, these things are important to assess
the overall performance of your social media efforts, but for now, just focus
on the overall look and feel of your social media pages.
For
example, how do your posts and product photos look? Are they visually
appealing? Bright and colorful? Do they make you want to buy what you see? Are
your followers engaged (liking or sharing your posts)? Are comments
being replied to within 24-48 hours? How often are you posting? If you’re on
Facebook or Instagram, you should make it a goal to post at least once a day.
Do your posts always include images or videos? Did you know your posts will see
more than two times more engagement if images or videos are included? Do your
posts only include sales or do you offer inspiration for celebrating various
holidays (from Valentine’s Day to National Potato Chip Day)? Beware: If you’re
only posting when your products are on sale, you will attract followers who do
not want to pay full price or are conditioned to expect reduced prices. Instead,
focus on other areas of your business that make you stand out…like the fact
that you make your own confections! “Behind the scenes” photos and video from
the candy kitchen are as good as gold.
While
assessing your social media page(s), the goal is to be as neutral as possible.
If this difficult for you, ask a trusted friend, staff or family member who
matches your ideal target market and will give you honest and constructive
feedback. Note: If teenagers aren’t your target market, don’t ask your 16-year-old
niece/neighbor/employee for feedback.
Next, focus on your company information. Imagine
you’re a consumer interested in purchasing your products. What could a consumer
learn about your business from your social media page? Are your physical and
web addresses present? Are your store hours listed and up-to-date? How can they
contact you? Is a phone number and email address listed? Next, your social
media pages are, yet, another opportunity to tell your story. Make sure there
is at least a short blurb about your company story, which may include when and
how your business was started, what makes your products special? Do you hand-dip
your chocolates or use state-of-the-art machinery? Do you like to experiment
with unique flavors or use centuries-old, family recipes?
Once the questions above have been answered,
assess what your business is doing well and what areas could be improved. This will
help you determine your next steps. If done well, managing your social media page(s)
will require an investment of time—especially if you post one day at a time. Improve
efficiency by creating and scheduling social media in batches—such as a week or
month at a time.
Careful consideration of the details reviewed
in this week’s post will help you to improve your social media presence and
create a strong brand for your business in the coming year! Let us know in the
comments below if you assess your social media presence on a regular basis and
what tactics you have found successful.
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