Social Media Best Practices


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Social Media Best Practices

  1. 1. BOSSCREATIVEBEST PRACTICES © 2010 Boss Creative
  2. 2. The following is not intended to be a complete list of socialmedia best practices. It is a starting point to help you createyour own. Please review the following and customize theseconcepts to meet your specific goals and objectives. Reviewthem with the appropriate stakeholders within yourorganization before instituting any social media campaign. P ER S O N A L A N D PR I VA T E A C C O U N T S If you have a social media account in your name for the express purpose of promoting the company, you should keep in mind that this is not a personal account. This is a professional account and should adhere to company policies. You should only follow and friend people who will deliver value to the company. This will usually not include personal friends. If you maintain a personal social media account or blog, prominently state that the opinions expressed by you do not reflect the views or opinions of the company. Consider © 2010 Boss Creative
  3. 3. what you or others on your blog are saying about the company, your coworkers and ourclients. Non-disclosure policies apply to social media. Also review company policiesregarding personal accounts or blogs for additional guidelines.Never combine personal and professional accounts. Understand what’s important to your target audience and bring value to them every day. Don’t be one-dimensional. Try a variety of tactics and determine which ones are working best. Drop tactics that don’t work and embrace the ones that do. Your community will show you the way. C O MM U N IT I E S Some people are not going to follow you back. Some people are going to unfriend you. Don’t make a stink about it. Never follow someone and then unfollow them as soon as they start following you. Very uncool. No one wants to follow a non-celebrity with 10 followers and friends. Continue to friend and follow back everyone until you reach a modest number of followers. Every few months your community should be strategically evaluated. Consider which followers meet your criteria and move them into lists. © 2010 Boss Creative
  4. 4. Add yourself to directories so people can more easily find you. Categorize your community of fans, friends and followers into one of three groups: Targeted as someone who we would like following us (A business lead) Targeted as an influencer (One who influences business leads) Targeted as a content providerPPO S T S You’re playing with live ammo. There are realBe clear. people reading what you post. Respect them and their values. Be concise. Be clear. (Just wanted to remind you.) Shorter posts are more easily reposted. Add links. Test a link before you post it.Consider whether what you are posting is bringing value to your community.If you are about to post something that everyone is posting, are you really adding value orjust giving your followers something they can get anywhere? Be different. Add a uniqueperspective or voice. Think about how to bring more to the conversation.Announcing that you are about to get to 1,000 followers brings no value to the peoplealready following you. If this need to announce is as part of a larger strategy, then think ofsome way to post this while still bringing value to your community. © 2010 Boss Creative
  5. 5. If you’re not sure about posting something, pause. Listen to that little voice in your head. It’s telling you something. You might want to ask for a second opinion. Give context to your responses so everyone will understand what you’re talking about. That way they’ll be able to join the conversation. In Twitter use a period before the @ symbol so that everyone can follow the conversation. If you are going to repost or retweet someone’s work, read it first. Give others credit if you are reposting their work. Disclose your relationship with a partner or client when discussing them. Correct mistakes promptly. Be quick to apologize if you make a mistake. Everyone makes mistakes. The difference is in how we deal with them. Stick to your area of expertise. If you are going to be away for a while, make sure your last post (the first thing that someone is going to see while you’re away) is a good one. If you’re going to be away for an extended period of time, announce that you’ll be gone. People will wonder what happened to you if you post regularly and then suddenly stop. Post frequently but don’t post them all at once. Consider when this information will be useful to your community. Spread posts throughout the day. And only repeat important ones. Don’t repost anything more than twice in one day unless you are trapped in a hole filled with snakes and you are begging for someone to throw you a rope. Ask questions to spark engagement.Twitter is not Facebook. And Facebook is not Twitter. It’s rare that it makes sense to post the exact same thing on oth sites. For example, Facebook users don’t appreciate or understand Twitter shorthand and symbols.2010 Boss Creative ©n Twitter use hashtags that identify you and the subject matter in your post. People find others by searching ashtags. inks will get you rated higher in the Facebook algorithm than just a status update. Video and photos will trump nks.
  6. 6. O PP O R TU N I T I ES Humanize your profile and bio info. No one wants a relationship with a robot. Humanize your posts. Show some personality. Turn on geolocation. Have a consistent profile picture across all sites. If someone asks for help, then please help them. This is an opportunity for you to be a hero. Be transparent about your identity. If someone seems confused about who you are or whom you represent, this might be a good opportunity to explain. On Facebook, if someone comments on your post, comment back. It increases the number of comments on your post (one of the factors in the Facebook algorithm.) It will raise your status and visibility to other Facebook users. © 2010 Boss Creative
  7. 7. D IR EC T M E S SA G E SThink about what you are about to post and consider whether it is bringing value to yourcommunity. If not, then it might be better sent as a direct message.Publicly correcting someone can be embarrassing to them—even if you think you arehelping. Direct message them with help.Private matters should be handled privately, not posted publicly.If you set up an auto message to send to new followers make sure it brings value. Anddon’t ask for people to click on a link in an auto message. First you need to develop arelationship with them. © 2010 Boss Creative
  8. 8. BAD IDEAS Do not pitch. You should probably ask for permission before talking about coworkers. Never disclose personal information. Never lose your cool. Don’t let it become personal. Don’t tell others how they should be using social media. Tagging photos should only be done as part of a bigger marketing strategy. It’s fraught with issues. Be very careful about tagging any photos. The comment section is not a good place to put a link to your services. It’s a good place to recommend others, but not yourself. It’s too self-serving. Direct message them with an offer to help if you think it is appropriate. © 2010 Boss Creative
  9. 9. W H A T T O W A TC HSet up alerts so that you can monitor what people are saying about your brand.Monitor people using names that are similar to your brand. If there is confusion out there,clarify that they do not represent your brand.Monitor posts by other companies in your category. Don’t sabotage them. Learn from theirmistakes and successes.Follow and friend people and businesses that could potentially give you content to repost.Note how often you retweet others. This number should be high.Note how often you ask people to retweet something you said. This number should be low. Monitor the ratio of how often you broadcast information and how often you are engaging with your fans, friends and followers. Most businesses should follow a 70:25:05 ratio: information targeted to the psychographic lifestyle of your audience (70%), engagement (25%) and information about your products/services (5%). Celebrities should follow a similar ratio: engagement (70%), information about themselves (25%) and information about their products/services (5%). © 2010 Boss Creative
  10. 10. CONTACT: Mike Johnston Boss Creative 206.250.7915 linkedin/in/4mikejohnston © 2010 Boss Creative