• Social Mercury

Managing Social Media Strategy

Updated: Dec 15, 2020

Make social media work harder for your business in Arkansas!

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If you own a business, it's likely you have set up social media accounts on Facebook, Twitter, LinkedIn, Instagram, Snapchat... The list goes on and on, here are some tips to help make these platforms work for you & not the other way around.

Why Social Media is important:

For many users, social media is part of their daily routine. Roughly three-quarters of Facebook users – and around six-in-ten Instagram users – visit these sites at least once a day.” - Pew Research Center

1. Understand your target audience

Social media is large and varied. In addition to some of the most recognizable platforms, there are countless others like Snap Chat, Tik-Tok, Instagram, and Reddit, not to mention the various media and websites where users participate and intermingle. Even for huge corporations with dedicated assets, attempting to keep up with all of these feeds can be a tremendous undertaking.

The key is to concentrate on only social networks that offer a good chance to link up with your focus audience. You need to know your customer. The precise landscape of your company and trade will have a big influence on where you will find your core customer. Stores that offer first-rate goods, visually spectacular goods should look to platforms like Pinterest and Instagram for high-quality photo share options. If personal referrals are important for your company, then Twitter is a good option. If you need to get to a professional group, LinkedIn in all probability is the solution.

This doesn’t mean you need to limit your business to a particular social media platform. But by identifying your audience and centering your energy on the most important sites, you will be able to capitalize on your effectiveness and your outcomes.

2. Speak to your audience

There is a distinction between employing social media to speak to your audience and applying it to talk with your audience. You want to involve your customers. Without engaging them, you are simply talking at people. You might as well be a robot & that’s precisely how users will view you.

Collaboration is one of the features of social media, and that’s why it’s such an invaluable means for advertising. Communicating with your buyers is the initial move in getting them to speak about your business. The idea is to create dialogues and awareness. Customers love it when a company replies quickly to them, and social media makes doing so simpler than ever.

Crucially, you need to be ready to connect honestly with your clients no matter what. Whether they’re submitting your acclaim or griping about your goods and customer services. In truth, social media advertising can sometimes be even more useful when it comes to how you deal with bad reactions.

Bad comments don’t have to result in establishing a damaging picture of your company, but it can if you disregard it.

3. Acknowledge missteps

It’s difficult for any firm to confess when it’s made an error. It becomes more difficult when it comes to a community forum like social media. But acknowledging mistakes is a crucial part of effective social media selling.

At times it’s simple to make a modest misstep when using social media for advertising purposes. Organizations may post at an inappropriate moment, be accidentally callous, or even blend individual and company accounts. Since it’s the Internet, any blunders are not likely to go totally unseen.

Trying to wipe out the error will probably not succeed, and will make your business look worse.

Try these options;

  • Accept your errors honestly. A careful, well-crafted reply is safer than a speedy reflex response. Many companies are not ready to manage a social media error and they only worsen the condition by reacting rapidly and insensitively. Better to take an additional second to convey a gently formulated, and reasonable reaction to your community.

  • It’s a bad idea to conceal the error. They happen to even seasoned social media advertisers. The worst miscalculation though is acting like there was no error at all. If you or someone on your team made an insulting remark or post, blasted a client, or something more, you need to assume blame. Removing the message is critical for damage control, but you’ll harm your standing by appearing as if nothing occurred. Followers distribute updates and get screenshots of posts so there will constantly be a history of what was on your social media account. The safest choice you can make is to admit your error.

  • Do NOT argue with your followers that the error wasn’t that poor, or that you’re appropriate, or misconstrued. It's safest to own up to the error and move ahead. Disputing the error only keeps it fresh in the mind of your audience and could further turn away followers in your community.

  • Be genuine. Admit what happened and that you realize why your followers are unhappy. Say you’re sorry honestly and tell clients that you apologize for your actions. This shows that your company is accountable and appreciates its customers enough to sympathize with their opinions.

4. Stay involved

This is another piece of advice that may seem apparent, but it’s crucial enough that it merits repeating.

Few things move more rapidly than the pace of social media. Subsequently, you need to make sure that your company is posting regularly and constantly. If you allow your company to be negligent, you will lose followers and not draw new ones. An on-again-off-again dedication to social media advertising is really no better than no dedication at all, and sometimes worse.

Personalizing your brand name is an essential step to make sure your business's success with a social media advertising strategy and you can only achieve this through active, intimate involvement. It’s important to create a strong emotional connection with your audience, bolstering relationships with your clients, and establishing a powerful base of brand supporters.

If you fail to connect with your customers on a personal level – the odds have increased significantly that they won’t connect with your brand.

5. Reply to Bad Comments

A bad comment doesn’t have to result in a poor view of your business, but it can if you disregard it.

The key to handling a bad comment or criticism is to respond quickly and appropriately.

When creating your reply, recognize the trouble – don’t deny it. Offer an actionable invitation to the commenter like “Please send us a direct message with your contact info and we will respond to you as soon as possible.” By providing the customer with a way to work out the situation, you show the unhappy customer and others that your business appreciates them, reacts swiftly, and is working to fix the trouble

6. Offer customer service

Customers are turning to social media for customer service and this can be scary to a business that is not used to offering virtual assistance or support through social media. Social client service can be a challenge, but it can also be a big opportunity for your company.

The notion that social customer service is becoming a norm for most companies, means that not providing this choice may put your company at a competitive disadvantage.

Just as critical is the fact that social customer service, by classification, happens on social media platforms. That means that any help you provide to users can routinely gain visibility, showing your business's dedication to high-quality help. The more supportive you are as a company, the more word will spread across the many social networks.

Nevertheless, you need to make sure that your personnel is cautious when it comes to customer information in these circumstances. While you can address certain issues on a social platform, there will likely come a period when your support team should move the discussion to email, phone, or another, more personal place.

7. Tie in company results

One last piece of information for advertising on social media pages is making a specific link to results. You need to know not only what you want to accomplish with your social media promotion effort, but also whether you’ve achieved it. It’s pretty common to follow social media activity, but a lot of companies fail to link these measurements to actual results. “If you don’t measure it, you can’t manage it.” and this couldn’t be more spot-on than it is for social media advertising


To this end, you should take the time to really build a comprehensive, attainable set of objectives that you think social media advertising can help you to accomplish, then take a deep dive in the analytics and other tools you’ll need to determine your success or failure. Depending on these results, you can adapt your tactics going ahead, making your social media efforts even better going forward.

You can set targets and goals to evaluate practically any variable in social media advertising, from the ideal article length of a post to the most widespread type of tweet or hashtag. Use analytics tools to determine what is working best and what is not.