If you’re reading this article, chances are you use social media, and understand its importance for your business. Billions of people have at least one account, and of these users, almost a third make consumer decisions based on what they see online. Depending on how you run your accounts, these readers could easily become new clients. But if your social media presence poorly reflects your business, readers might be left #unimpressed.
A well-run social media account effectively answers questions and provides aid. It shows who a company is and what they have to offer. On the other hand, poor social media practices will make your company look sloppy, ineffective, and plain unprofessional. And if you’re not putting your best foot forward online, why should a prospect seek you out in-person?
Here are four things your social media presence says about your company (and four ways to improve that presence!):
You’re Good (…Or Bad) at Timely Communication
Oftentimes, a dissatisfied customer will take to Twitter in order to complain. They might have a valid concern… or they might just be having a bad day. But whatever they post, it’s important that you respond in a timely, respectful way. Ignoring a comment is simply a no-go. And even if you don’t have much to say, there’s always the handy “like” button.
You’re Receptive (…Or Unreceptive) to Feedback
How often do you respond to complaints on social media? And how often do you communicate those complaints to your company? If multiple customers have the same concerns, it’s probably worth addressing. Similarly, if a single customer has multiple complaints, it’s worth reaching out to them and seeing what you can do better. Instead of getting defensive, get responsive—tell the poster that you’ve heard them and that you plan to improve. Then, DM your plan of action and reach out with any updates.
You Care (…Or Don’t Care) About Helping Your Customers
It’s not enough to respond to a client; if your response is vague, it will only make them more upset. And saying, “I don’t know how to help you” isn’t just frustrating—it’s the quitters’ way out! Instead, you should always aim to provide direction. Even if you can’t solve an issue entirely, you might know someone who can. Thus, don’t feel like you have to resolve every issue, but make an effort to get the poster one step closer to their solution.
You’re Modern and Have Personality (…Or You’re Bland and Stuck in the Past)
The first word in social media is “social.” No one wants to be online with someone boring; even if the poster is rude or complaining, he’ll expect you to respond optimistically. And yeah, maybe that’s not super fair, but think of your favorite online presence. Is that person stuffy, argumentative, or bland? Or are they excitable, cheery, and friendly?
Our personal social media accounts say a lot about us. And our business accounts are no different. As social media continues to play an active role in business relations, it’s important that we effectively use our accounts. So, make sure that your social media has a personality and that you respond to messages (especially criticism!) in a timely manner. And if you’re having trouble managing your accounts on your own, it might be time to call in a professional.
Showing you care is the first step to building a rapport with a client or prospect. And once you put in that effort, you can expect more follows, more likes, and more business.