As social media becomes more influential, more and more brands are jumping on-board the digital love boat to try their luck. In 2016, if you aren't using social platforms to engage new audiences and generate business, you're likely doing your brand a disservice.
But for those who are new to social media, navigating the uncharted digital waters can seem daunting - even treacherous. While there are plenty of exciting leads and treasures to be gleaned from this dynamic new mediascape, there's also a fair share of snags and pitfalls to avoid along the way.
To sidestep the biggest social media no-nos, follow this failsafe map on your way to social success.
1. Act like a person, not a robot
Whatever platform you use for your brand - Facebook, Twitter, Pinterest, Instagram, LinkedIn or any other - remember one thing: social media is designed for "social" communication. People use social media to communicate with brands in a candid, public, authentic way.
When a customer contacts your brand via social media, they don't want generic statements and auto-responder messages - they want real, meaningful conversation. Use social platforms to engage with potential customers in genuine two-way conversation - think of your followers as 'friends' and treat them as such.
Let them know that you hear them, you understand them, and you value them - like any good friend should.
2. Embrace and respond to negative feedback
For many brands, the knee-jerk instinct is to dodge, delete or ignore negative social media comments. Don't do it. In any conversation, if one party shuts down and refuses to communicate when a conflict arises, problems never get resolved. You should always show your customers that you hear them and that you value their feedback. By addressing negative comments promptly and fairly, you'll survive the exchange with your reputation intact.
And, if you play your hand really well, negative feedback can turn into positive publicity for your brand. Earlier this year, for example, a community manager known only as 'Dan from Optus' became a viral sensation when responding politely and thoughtfully to a barrage of hostile social media complaints after customers protested Optus' use of multilingual advertising in some of Australia's more multicultural neighborhoods. Dan swiftly quelled the negative feedback with a series of positive, articulate, inclusive counterclaims. Dan's quick-witted response made him, and Optus, the darlings of the Internet.
3. Me, me, me. The self-interested sharing machine
We often hear the expression 'Content is King' bandied around in digital marketing circles - and, to an extent, there is truth in the saying. But don't get so caught up with developing great content that you become a publisher who does all the talking and none of the listening.
Again, two-way conversation is the crux of social media, so don't just share your content ad nauseam and expect everyone to stick around. Your content may be the bee's knees, but if you bombard people with it and don't engage in other meaningful ways, your brand might end up being viewed as one of those irritating friends who love the sound of their own voice.
4. Keep things businesslike on your 'business' profile
While it's important to adopt a warm, friendly tone when engaging with community members on social media, keep things professional and don't be too familiar.
People often use their personal social media profiles as platforms to air their political grievances, document personal opinions and experiences, or share random memes. Brands should definitely not approach social media with the same level of candor.
Be strategic and selective with the information that you publish on your brand's social media pages, don't bore or confuse your community members with irrelevant posts that have little or nothing to do with your brand vision. If you specialize in real estate, for example, your posts should consistently focus on property market trends and topics. Stay on brand.
5. Stay on the ball
Never leave your social media platforms unattended. Nobody wants to board a ship with no captain, and the same applies with social media. The most successful brands in the social mediasphere are those that devote time, energy and resources to steering active engagement.
Keep the pulse of social conversations and engage with community members in an authentic, timely fashion to stay relevant. An unattended social presence is, quite frankly, an anti-social shipwreck.
6. Find a balance between auto-pilot and manual
The activity on your social media pages should not be too staid or pre-programmed - it should be lively, spontaneous and responsive. Social media is all about conversation and a fruitful conversation requires active engagement and presence of mind.
With scheduling tools like Hootsuite and SproutSocial being adopted by many brands, there's a growing tendency to schedule posts and content way in advance. That's great for ensuring a steady flow of content and activity, but not at the expense of consistent organic interaction and discussion. Social media gives your brand a unique opportunity to cultivate a distinctive brand personality - don't squander that opportunity with mechanical responses and formulaic posting.
7. Don't forget to follow back
Every community manager wants to build a following, but many forget the all-important follow-back. Remember: social media is about more than canvassing your products and services with faceless consumers - it's about connecting with real people and winning over their hearts and minds.
When a potential customer follows you, don't see dollar signs, see the connection as an opportunity to form a lasting friendship and grow your community. A simple follow-back gives your new community members a warm welcome and makes them feel like part of the family.
Even though social media has opened up tremendous opportunities for brands but it can prove to be a double edged sword and can do equal amount of harm if not handled with care.