Tuesday, January 7, 2020

Tip #323: Assess Your Social Media Presence


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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