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The Performance Blog

Improve Your Organization's Performance

Is Your Business Falling Behind the Social Media Curve?

Posted by Katrina Stewart on Wed, Mar 29, 2017 @ 12:10 PM

Did you know? 80 percent of consumers who complain about brands on Twitter expect responses within just one hour.

Why is that? Consumers are now turning to social media platforms to share concerns, vent frustrations, and criticize companies. Facebook is being used by at least 1.8 billion users around the world, and more importantly, most online shoppers seek out social media information to review products and services.

Companies that fail to establish and maintain an active social media presence will struggle to respond to and resolve social media-based issues.

The Basics

It is impossible to return, reciprocate, and even acknowledge every social media transaction. However, simply liking a positive comment will indicate engagement and appreciation.

  • Avoid rushing to respond to negative social media posts. It is better to create quality, specific content instead of general responses.
  • Always respond to a negative comment with an apology, acknowledgement, and invitation to resolve the issue.
  • Don’t assume that the customer is right because they may be in the wrong. Just keep in mind that internal information must be gathered and analyzed before blaming the wrong person or making promises that you can’t keep.

It’s a good idea to schedule and release regular posts and tweets at the same time each day or week so that you can schedule time to monitor and respond to post interactions.

Need help getting started? Don't let your business fall behind the social media curve. Check out this 30 Point Checklist for launching your next campaign. 

Executive Strategies

Executives and top management should be involved in social media management.

  • They should create clear responsibilities and consequences for engaging with clients, stakeholders, and the public through social media. 
  • They must ensure that employees are regularly trained on keeping sensitive information safe and behaving appropriately on social media for business purposes.
  • Communicate the risks of social media misuse including damage to a company’s reputation, dissemination of misinformation, and undeletable poor reviews or negative posts.

Intentional and malicious release of sensitive company information is a real risk that must be eliminated. Many corporations monitor social media management, compliance, and performance through internal audits.

Why You Should Hire A Professional

Social media operates 24/7, so it requires designated employees to monitor posts and respond to comments. It may take a few hours each day to gather and read posts that have been shared across different platforms.

Many companies cut costs by simply assigning a regular office employee to selectively monitor social media communication. Beware that having an inexperienced intern or tactless supervisor post a rash response on a social media platform could create serious PR problems.

Due to the high volume of social media comments and the fact that most employees will already have pressing duties, it is best to hire a social media specialist. This could be accomplished through promoting a talented, tech savvy employee or through hiring a professionally trained social media expert.

Social Media Management Expectations

Many business owners who acknowledge the importance of social media may still not understand the diverse details and complex content that comes with it.

  • A social media specialist will manage content schedules and post on all corporate social media channels.
  • They will be highly knowledgeable of Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube and Google+.
  • They will work with management to develop content topics, blog posts and editorial calendars.
  • They will work with staff to ensure that messages are engaging, relative and formatted for maximum engagement.
  • Social media specialists will collaborate with sales, advertising, marketing, and public relations managers to identify issues, resolve problems, research trends, maximize reach, and manage brands.
  • They will have the flexibility and responsibility to monitor and respond on social media channels outside of normal business hours.

Understanding and respecting the importance of social media will transform it into a business communication channel that engages audiences, drives revenue, and increases social impacts.

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