How Do I Use Social Media to Positively Impact My Brand?

In previous posts, we have highlighted the importance of a social media presence for your business. Facebook recently announced that they now have over TWO BILLION active users. Social media can be a valuable tool to build your brand’s reputation if used correctly. It can also negatively impact your brand’s reputation if used incorrectly. To make an impact, it’s useful to remember that social media activity involves both posting engaging content and responding to those who reach out to you.

First, you should be regularly posting interesting and engaging content that supports your brand.  This is essential because even if someone likes or follows your page, there is no guarantee that he or she will see the material you post.

Think of your personal Facebook News Feed. What content do you regularly see? The stories that show in your News Feed are influenced by two things:

1. Your connections and activity on Facebook. Friends and pages that you interact with regularly are more likely to show, which explains why you always see your best friend’s posts on your News Feed. When you post interesting and engaging content, people are more likely to like or comment on your posts. As a result, they will be more likely to see your future posts on their News Feed.
    
2. The number of comments and likes a post receives. Even if someone doesn’t regularly interact with your posts or see them on your News Feed, they may still see a post if it has received many likes and comments from others, which explains why you see wedding pictures of a friend from high school that you barely remember on your News Feed. By posting interesting and engaging content that receives likes and comments, more of your followers will see your post.

Secondly, you should respond within 24 hours to all messages, comments, and reviews you receive on your page. Thank people for their positive reviews, and be sure to acknowledge negative reviews as well.

Social media is a conversation. It’s useful to think of how you might respond in person to the messages and comments that you receive. Here are a few examples.

• Comment: “I am so pleased with the business cards that I received! Thank you so much!”
  Response: “We are so glad that you love them! Thank you for your business.”
• Comment: “Do you have drink specials on the weekend?”
  Response: “Yes! Every Saturday, our margaritas are only $3 each. Hope to see you soon!”

When responding to negative comments, reply in a pleasant and thoughtful way. This not only minimizes the impact of negative reviews, it can even help you get more business. Remember that not only the original poster, but everyone who visits your page will see how you respond. Don’t make excuses. People aren’t expecting perfection, but they are looking for genuine and transparent responses. By responding in a nonconfrontational way, you project a positive image of your brand.

Do you need help making an impact with social media? A social media strategy that isn’t well thought through or badly managed can hurt your brand.  Evolve Impact Group offers personalized social media management solutions for your business to ensure improved market presence and sustainable, long-term impact in the marketplace. Contact us today to learn more!

Sources: https://www.forbes.com/sites/alisoncoleman/2017/07/23/why-bad-online-customer-reviews-could-be-good-for-your-business/#1b071ffd3bc6,  https://www.forbes.com/sites/alisoncoleman/2017/07/23/why-bad-online-customer-reviews-could-be-good-for-your-business/#1b071ffd3bc6, https://www.facebook.com/help/166738576721085