January 28, 2019 |
“IT’S OKAY TO POST PERSONAL STUFF ON MY BUSINESS PAGE”
No, it is not.
Your business page is for your business. It is not a platform for you to rant and rave, or express opinions that don’t apply to your brand.
Potential customers see you before you know they are there, and your social media channels are often the first experience they have with you. If your content isn’t relevant to your business or making a good impression, you are going to put them off and damage your brand.
There is nothing wrong with posting content that works in line with your brand voice and values – sharing stories or images that show the human face of your restaurant (this actually helps people bond emotionally with you), but you must always conduct yourself in a way that showcases your business at its best.
“MAKING SOCIAL MEDIA WORK MEANS I HAVE TO BE ONLINE 24 HOURS A DAY!”
It is true that social media is time consuming, and you need to have a strategy that you keep to, but with modern technology and the correct tools for the job, you don’t need to be online 24 hours a day.
You can make your job easier by setting up your pages correctly. Give your customers the necessary basic information – opening/closing times, menu, location, accessibility and parking information, specific diets you can or can’t cater for, etc. This will cut down on the number of people contacting you directly for simple information.
Clearly display the times you will be available online (for example with Facebook Messenger you can set times you will be available or when to send the away message) and make sure you stick to them. If your page says your customer service is open and available, and you are not assisting them, you will get a bad reputation. You can look at the most commonly asked questions and install a chatbot to deal with these issues to save even more time.
When it comes to posting your social media content, sit down with your strategy and work out what you are going to post in advance. You can load it onto scheduling software, and then you don’t need to worry about getting it posted on the right days and times as it will do it automatically (although you should still check in to make sure it’s posting!)
By being prepared and knowing which tools and techniques to use, you can cut down the time it takes to run your social media channels without cutting any corners.
“SOCIAL MEDIA IS EASY, I DON’T NEED A STRATEGY!”
Every single social media channel you post on is different; they all have their own focus when it comes to content (for example Twitter is used largely for updates and customer service, Instagram focuses on pictures, YouTube on videos, and Facebook on stories and information).
You cannot run every channel as if they were the same, especially if you want to see a proper return on investment and the audience engagement your channels should be getting.
Social media marketing isn’t a short-term undertaking – it’s a long-term investment in your customers and the success of your business.
You need to be consistent and you need an approach that is both pro-active and reactive. If you only post sporadically, you’re going to fall out of view. And remember the old adage, “Out of sight, out of mind.”
Social media marketing takes time and effort to build and grow, but the benefits they bring to your brand make it worth doing.