We’ve all been there – we need to post something, but we’re on a time crunch and are battling through a creative block. We can’t think of anything and rather than wasting a half hour coming up with something clever, we throw together some cheesy corporate message just to get something out in front of our followers and fans. Our favorites go something like this, “Which makes the best pet? Like this post for cats and comment for dogs!” Adorable kitten and puppy picture included, of course. The best examples of the worst kinds of these posts are featured on the Condescending Corporate Brand Facebook page.
#YoureDoingItWrong
These posts turn audience members off and give them a reason to distrust your company. The purpose of social media is to connect with your follows and actively engage them with your brand. Here are some dos and don’ts to keep your posts ringing true with your audience.
Do:
Show Personality
Many of these cheesy social media posts come from an attempt to speak on an audience’s level. They just miss the mark. No, your posts shouldn’t sound like a robot wrote them, but they shouldn’t sound like that guy at the party who makes a lame joke just to get some attention either. Your brand should have a specific personality and voice. Keep your posts in line with it, and you’ll be fine. Need inspiration? Brands with distinctive, audience-reaching voices include Nike, Chobani and TOMS.
Prove Transparency
Be honest with your audience. No, you don’t need to tell them everything about your company, but you shouldn’t lie to them either. Feel free to humble brag about your brand’s accomplishments – just don’t forget to illustrate what it means for your fans and followers! You must take responsibility when your brand messes up as well though. Respond to those angry, upset and unsatisfied tweets and posts. Accountability and willingness to right a wrong goes far with followers.
Create a Content Calendar
If you don’t know what products and/or services you should be pushing, you’re already behind. Can you know exactly what you need to post every morning? No, of course not, but based on your brand’s events and marketing initiatives, you can create a weekly digital strategy to keep your posts on track. Still hitting a wall? Start an RSS feed for related articles for you to post. Set up a Google alert for related terms to catch news on which you can create your own spin. If you start every morning with at least a content topic and a list of resources, scheduling your posts for the day becomes much easier.
Don’t:
Post Just to Post
Before posting every anything, ask yourself, “Will my followers care? How will this information help them?” If you don’t have valid answers for both of those questions, don’t post. Just don’t. No one is going to care that you skipped an Easter message or picture this year. A lack of a post is better than a Photoshopped image of your product in an Easter egg. Trust us. Take the time to build a clever idea or at least a creative spin on your brand’s messaging. Meaningful messaging is everything on social media. Make your content count.
Questions
Need some help? Our Online Marketing team can help you with social media strategy development, online reputation management, social media optimization and more. Contact us today to learn more about reaching your target market with strategic social media.