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Who, what, and how should you publicize to social media?

You’ve got great content. Now you want to get it in front of an audience. What’s the best way to go about sharing your work across social media?

Decide on your channels.

We frequently see companies with five or six social media icons in their header, yet when we go to those channels they’re barely active. Don’t spread yourself so thin: there’s no reason for you to be on every platform. Instead, pick two which best fit your client personas. Most companies will want to be on Facebook, but many B2B business can skip Instagram. It’s better to focus your efforts on doing a couple social media channels well than on doing six badly.

Put someone in charge (not the intern).

Many companies want to put their youngest employees in charge of their social media, under the assumption that they will be more comfortable in the environment. However, your younger staff usually lack some of the crucial experience needed to properly represent your brand online, and if they come and go quite frequently, you don’t want the high turnover rate to be reflected in your social channels.

Instead, put a trusted employee in charge of scheduling and monitoring your social media content. Give them ownership over proofing, and empower them to make it a priority. Social media is all too easy to overlook in the shuffle of day-to-day deadlines. But when you neglect it, you do so publicly. Make sure you give it due attention!

Automate and moderate.

Almost everything that goes out on your social media channels can be planned in advance. However, you will still need to keep a close eye on your channels to be sure everything posts according to plan. It’s not uncommon for a social media update to derail your connection or throw your formatting off. So don’t walk away entirely: check to see that your posts to out at the right time and in the right format.

And don’t forget: once your content goes life, you’ll want to keep an eye on how it’s received. Have someone in charge of handling feedback on social media—especially if you start attracting negative publicity. Make sure they respond to questions or complaints in a positive, professional, and prompt manner. Social feedback is public, so it’s not something you can ignore!

Published 11/11/16 by Laura Lynch