Recently the marketing team at John Potter Media was asked by a client “Why is it important to regularly post content on social media sites? How often should I post things?” This was a great question, and one that every business owner should be aware of.
The first part of this is understanding why you should use social media at all. Far too many businesses aren’t taking advantage if the easy and inexpensive opportunity that sites like Facebook, Twitter, and other provide.
Your customers and potential customers are using social media. The average American checks social media 17 times per day and uses 4.7 hours of cellular data each day. That is staggering, and you can use that to your advantage. Social media is where the people are. They aren’t going to come to you, so you should take your business to them.
One big benefit of social media is that it allows for transparent customer service. If you use social media to respond to customer complaints and requests, then each and every interaction is an opportunity to show off how well you treat people. If a customer emails you because they received a damaged product, then you offer a refund or replacement, take care of the problem, and it’s over. If they contact you via social media, that interaction is a chance for unlimited people to see that you care about your customers, are determined to deliver a good experience, and deal openly and honestly with the public. On the other hand, it can also be an opportunity for everyone to see that you don’t care and have terrible customer service, so don’t underestimate the impact that a bad interaction can have.
Social media presence encourages name recognition. When it’s time to buy something new or hire a service provider, people are much more likely to go with a familiar name than a company they have never heard of. That is why the advertising industry developed. Regular posting on social media turns your unknown company name into something familiar and comfortable.
Another benefit of regular posting is that posts disappear after a while. For someone who follows a lot of Twitter accounts or a lot of friends on LinkedIn, Facebook, or Google+, a post might be buried under countless others in a very short time.
Another consideration is the time of day that you post. You want to post when you will get the most benefit. The times and days that your market is most active is going to vary based on demographics. The expert team at John Potter Media can help you to develop the best posting schedule for different forms of social media.
While the world of social media is constantly evolving, today there are 4 leading sites to consider. Facebook, Google Plus, LinkedIn, and Twitter have a big presence and are the main players today.
- Facebook – With over 1 billion active monthly users, Facebook provides lots of opportunity for interaction with your customers. It can even function as your primary method of customer service. Every time someone “likes” or posts on your page, their friends, friends of friends, and a constantly expanding circle of people can see it.
- Google Plus – One big benefit is that you can connect your Google Plus page to other Google features, such as Maps, Local, and more. This can make search results much more specific and targeted, very important if you are a local business with a brick and mortar location or limited service area. A lot of followers in your “circles” can increase your ranking in Google searches as well.
- LinkedIN – LinkedIn is mostly used by the top players in business. The benefits of using this network are strongest of you offer business to business sales or services.
- Twitter – On Twitter the posts are fast and short. This is where the younger market is. Most get alerts on phones and are almost constantly connected. The life of a Tweet is usually short, but when they are clever or funny they can spread rapidly.
Social media is still a fairly new world to marketing. It is constantly changing, but it isn’t going to go away. The expert team at John Potter Media can help you stay ahead of the game with regular posting and great engaging content. Let us help you to connect with your customers and grow your business.
Call us today to discuss how we can help you 781-246-0210