First rule of social media: get to the point. Let’s jump right in!
I feel the need to come right out and say that I am, in fact, what SOME would call a “Grammar Nazi.” I’ve long since given up on publicly correcting peoples’ incorrect usage of their/they’re/there and your/you’re on Facebook, but you bet your behind I’m judging you from afar (and probably with screenshots shared among fellow grammar fiends).
However, my correct-grammar-expectations still hold strong for company social media accounts. Our rule here at ScoutComms is to never let a social media post go up without at least two pairs of eyes checking it first. It’s too easy to make mistakes otherwise!
Trying to be ~hip and cool~
There is basically only one company that is allowed talk on social media like a millennial Twitter comedian, and that would be the one and only @DennysDiner. Everyone else: we appreciate the effort, but it’s all too easy to fall on the side of what can only be described as Dad Joke Territory. Or worse, it only takes one person being offended by a joke to swiftly spark a PR nightmare for a company.
Furthermore – please, please, please (x1000), before jumping on a trend or sharing viral content, make sure it’s both timely and relevant. If you’re a car dealership asking today (and not two years ago) whether or not people see white/gold or blue/black when they look at a dress, that is absolutely neither timely nor relevant. And on that note, check your 300 different hashtags at the door.
We’re all for appealing to the masses, but we just want to make sure companies and organizations are doing so in the most authentic and effective way possible.
Neglecting to include relevant tags
Something I learned right away while studying public relations and social media management in school is that engagement is king. It’s what makes or breaks a company or organization’s social media presence. And the easiest way to engage with current and potential followers? Tagging the organizations and companies you mention in any and all relevant posts.
Sharing a testimonial on your company account about the great time a contest ticket winner had at a partner organization’s celebrity-filled event might do well, sure. However, if you tag said individual and the partner organization in your social media posts, it will exponentially increase the likelihood that your posts will be shared by those tagged. More shares result in more likes, which result in more comments, which result in more followers. And there’s nothing more discouraging than missed opportunities.
Poor photo choices
Here are some quick stats, courtesy of Sprout Social, to get this conversation piece going:
- Tweets with images are 150 percent more likely to get Retweets than text-only Tweets.
- LinkedIn posts with images receive 200 percent more engagement than text-only posts.
- 98 percent of LinkedIn posts with images earn more comments than text-only posts.
Not to mention how much more likely we are to stop mindlessly scrolling through our Facebook news feeds as soon as we see a photo (especially if there’s a puppy or “dank meme” involved). So with those statistics and many more declaring that visual content is paramount, company social media pages should make every image count. Now, your company doesn’t need to invest in a $5,000 camera. All you need is a steady hand and some smiling faces. If it looks like an archived photo taken by the old flip phone you now let your toddler play with as a toy, maybe don’t post that one. And please, for the love of carbs, choose your stock photos wisely.
Posting for the sake of posting
We’ve all been there – it’s midday on a Monday and you haven’t posted anything to social media yet. You’ve got a million other things to be doing and one small Facebook post just doesn’t seem worth much time or effort right this second. But you have to post something. Before you panic-post “Happy National Kazoo Day” to your business’ social media pages, take a step back and ask yourself, “Is this relevant?”
Alternatively, don’t go overboard either. That Twitter mute button or Facebook hide function is super duper fun to hit as soon as I see 400 posts in a row by the same company or person. And actually, Facebook’s algorithm will penalize your business’ page if you come across as too spammy.
So take pride in what you post, with keen attention to quality, and both your fans and your business will thank you for it!