Leveraging social media—Facebook, Twitter, Yelp, and others—is today a necessity. However, to make the most of your efforts, you not only need to engage your customers and prospects with pertinent and useful posts, but also avoid making any faux pas while doing it.To avoid stumbling while using social media be aware of some areas in which it is common to make mistakes:
- Don’t ignore the competition: Social media can yield a treasure trove of information about your competitors. By using tools like TweetBeep or Google Alerts, you can receive alerts each time your competitors are mentioned on line. Use this information to your advantage by crafting programs to thwart your competiors’ initiatives.
- Don’t ignore what your customers say about you: Track what your customers are saying about you on social media, and use any negative comments to identify gaps in your performance. Also, positively and professionally responding to a negative customer comment (and following through on any commitments you make) can not only turn around one negative customer, but also enhance your reputation in the eyes of any potential customers that may read the exchange.
- Don’t argue: Existing and potential customers will judge your company (and you) on how you respond to non-positive social media posts. Arguing online is a path to disaster: remain positive and professional, and you will win the day.
- Don’t drop the ball: If you promise a customer something on a social media channel, be sure to follow through on your commitment. If you drop the ball, you will only exacerbate the situation.
If you avoid these common pitfalls, you will be on the road to success with your social media efforts.