The document provides advice on using social media marketing effectively and avoiding common pitfalls. It recommends that companies engage authentically with customers, understand their audiences and where they interact online, create engaging content as part of a content strategy, and respond to customer feedback in a timely manner. Companies that follow these recommendations can see increased brand awareness, reach, and loyal customer advocates through social media.

1. e x pert A DV ICE
Do’s &
Don’ts
of Social
Media
Marketing
T
he history of social media is littered There are real fears in leaping into an they are mindful of social media boundaries.
with case studies big and small, environment where one angry blogger can Starting with the list below will help your
of companies that have misread outshout an entire marketing budget; where brand get off the starting blocks the right way
their audience, overestimated their consumers favour transparency; and where and avoid social media burnout, or failure:
brand loyalty, or locked horns with their informed purchasing decisions have seen a
- DO begin with an end in mind. Your return
customers over their right to voice their transformation from the home to the high
on investment possibilities with social media
feedback. street and beyond. As we continue to build
depends 100 per cent on your objectives.
social layers into business, companies are
The failure of brands to recognise that Your objective may be to increase brand
often forced through trial and error, to learn
transparency and brand authenticity are the awareness or brand recognition, to enhance
the Do’s and Don’ts of social media.
cornerstones of social media will always your reputation locally or to catch-up and
The challenge for marketing staff, and any surpass a competitor. Discuss this first.
result in a lose-lose for their reputation.
company thought-leader is how to explain an
Conversely, those companies that engage - DO be aware of your audience. Your
entirely different way of communicating your
in open and authentic dialogue with their existing customer base has certain behaviours
business. This discussion often results in
customers have seen big wins in social media, and patterns which you are already
stony-faced responses from boardroom old-
from increased brand awareness, to massively familiar with. Find out how these translate
hats. However the opportunity exists to equip
enhanced audience reach and the recruitment and prepare for executing a social media online. Find out where your customers are
of loyal brand advocates. strategy the right way. interacting and discuss why you are not also
Social media is either framed as a fad, a there!
A perfect place to begin is to observe how
business revolution or a new marketing arm the best amongst your competitors are doing - DO be where your customers expect you
no one can afford to ignore. Whilst we can it, and to seek professional help. The right to be. Facebook may have the lion’s share
safely say it isn’t a fad, the truth about social practitioner will prescribe an authentic and of active users in Australia and globally, but
media is that it is in fact part of the evolution personable company voice, an examination of they are also waiting for you on Pinterest,
of the connected consumer, and is therefore your audience and the creation of S.M.A.R.T. Twitter and YouTube, for example. Make
forcing companies to investigate how ‘social’ goals for your social media activity. educated guesses on where your brand can
can integrate and extend existing efforts. Companies will have far more success if provide value.
78 Business Franchise Australia and New Zealand

2. “Companies that engage in open and authentic
dialogue with their customers have seen big wins
in social media, from increased brand awareness,
to massively enhanced audience reach and the
recruitment of loyal brand advocates.”
Michael Roach, Technology Practitioner,
Social Media Business Boosters.
- DO “Grow bigger ears”. You wouldn’t - DON’T broadcast product or brand increase engagement and share content via
invest in television advertising for your messages at the expense of real engagement. internal social media tools like Yammer,
business if you had never seen a TV ad A key component of social media is sharing. internal blogs or enterprise wide solutions
yourself. Social media will fail if you are If your brand is providing little or no value like Google Apps.
unaware of the behaviour of your future in your social media activity your fans and
For those companies that are looking to
audience. Begin by understanding the what, followers will leave in droves.
catch-up or improve their efforts, the only
why, when and where of content creation and - DON’T treat all of your audience the same. requirement for social media is that the
content sharing (credit to prominent blogger Your customer’s behaviour and loyalty to business is ready to operate in this new
Chris Brogan www.chrisbrogan.com for your brand is in constant flux. Successful environment. The next stage of social
coining the phrase). brands analyse and segment their audience media is that it will become more pervasive
- DO investigate content strategy. Creating and identify those who are really passionate and will continue to influence consumer
engaging content is the key component of about the brand. behaviour, namely through the proliferation
social media engagement. Take note of - DON’T ignore comments, likes, retweets of smart phones and geo-location technology.
optimal relevancy and optimal frequency for and any action from a consumer which The key message coming from marketers
all of your content to reach your maximum shows a vote in confidence in your brand. A is that businesses need to adapt in order to
potential audience and stay a step ahead of fan who continually engages with you often survive.
the competition. translates to a real life advocate for your
Michael Roach is a technology practitioner
- DO consider the customer service channel products and service.
and long-time social media advocate.
on social media. Airlines use of Twitter - DON’T jump on the newest and greatest Michael has worked as company director
is a great example of the wins to be had social media tool without knowing why. for a UK social media consultancy
from setting up a strong customer service You wouldn’t leave your shop front window and is a former Digital Producer at a
and support presence online. You can empty and dusty in a busy high street for prominent digital communications firm
reduce resolution time, increase complaint months. Brands that abandon their social in Manchester, UK. Michael has co-
resolution rate and get suggestions from your media accounts are effectively putting up an
developed the Social Media Business
customers whilst winning over more fans. ‘out of business’ sign to all new customers.
Boosters franchise opportunity and
- DO look out for opportunities in the geo- Choose the right tools and get expert advice
currently trains the franchise network
location space. Tools like Foursquare are on which objectives they will help your
establishing successful social media
currently the home for passionate early- business achieve, and stick with it.
businesses.
adopters of ‘checking-in’ and there are - DON’T ignore customer expectation.
wins to be had here. Offer incentives and Social Media Business Boosters is an
Social media presents a different challenge
create another outpost to your social media international franchise focussed on
to companies that are slow to respond to
presence. We will reach a tipping point feedback or complaints. Customers post helping entrepreneurs to establish
where connected consumers check-in en open feedback to social media networks with successful social media marketing
masse to locations, giving brands valuable the expectation someone is listening and will businesses. The full training and business
data about their audience. help. Don’t be caught out as problems can be support offered by the franchise assists
- DO set up employee guidelines on how quickly amplified. new franchisees to get started fast.
Find out more at:
to behave online when representing or - DON’T leave Social Media in isolation
speaking as the companies. Coaching in your business activity. Businesses will Phone: 07 55 77 8166
employees about the opportunity to help benefit from an expansion of social media Email: info@
their colleagues, contribute ideas and add to activity beyond the marketing department. socialmediabusinessboosters.com
social media discussions can transform your Embrace social as an integral part of the Web: www.
workforce and demonstrate transparency. business and look out for opportunities to SocialMediaBusinessBoosters.com
Business Franchise Australia and New Zealand 79