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How to improve my business? All the Social Media Guidelines, with the best examples and tips, to apply for significantly improving your business

Por Rocklynn Valerio | Translator at Socialtools.me

If you’re wondering: “how can I improve my business”, then you’re in the right place. In this article we’ll be focusing on the guidelines you should apply to social networks so that they can be a source of improvement in your business’s results. And while there are no magic recipes, you can take a few short cuts which will guarantee you getting closer to your target public!

To start off, we should remember social networks are living organisms that are in constant motion. This being the case, Social Media strategies related to improving your business must be oriented towards the people who voluntarily participate in these organisms. Meaning, users aren’t here because of your brand, but rather for themselves.

Guidelines for a universe composed of predatory channels and users. Yes! Predators!

social media guidelines social networks chart

This image, owned by the well-known worldwide statistics portal, Statista, corresponds with the most used social channels on a global level. As it seems at first glance, Facebook continues to hold the title of social media king. This largely explains the concept of predatory channels and users. But let’s clarify this a little more.

Carlos Alberto Scolari, a professor in the Communications department at University Pompeu Fabra(Barcelona), describes the new channels as predators because

“the time we used to use for reading books, watching TV, going to the movies or listening to the radio is now time spent on social networks. These human predators, which nowadays are YouTube, Twitter and Snapchat that change incredibly fast, have stolen everyone attention and altered the ecosystem. They’re changing all the time…”

While Scolari failed to mention Facebook, the definition is very short. People spend a lot of time on social networks. And in this article we’ve taken on the job of unraveling the concept of “predatory entities”. While Social Media is stealing the spotlight and altering the ecosystem, users are doing the same with the content and information they consume. In fact, we are now encountering communications that have broken free from traditional ones: there are one too many. The communications system now functions from many to many. Even users are producing all types of content and imposing their own rules. Any Social Media Manager or Community Manager who is responsible for planning a local brand/company/business’s Social Media strategy has to know this in order to achieve success.

How to Improve My Business – Social Media Guidelines #1: Pay Attention to Dissatisfied Clients

social media guidelines customer complaint

Source: cdn.denox.es

Backtracking on what we were saying before, there are users/clients who are going to leave negative comments on social networks. This is most common on Facebook. These clients are generating information against your company or brand and these messages can be very damaging.

What to do about this? The mistake a lot of companies make is deleting these types of messages. First, you have to establish guidelines differentiating between messages that contain real anger and can somehow be resolved, and messages that are offensive and contain insults with no logical reason. So, the best thing to do is to ask the person what their problem with your company was before deleting their message. If you don’t get a response, or the user continues with the offensive remarks, then you can delete the messages.

However,

when you’re dealing with a dissatisfied customer who’s had a bad experience with your products or services, then your response if very important.

There are two clear objectives in this regard:

  • this client changed their opinion on your brand or company and
  • other consumers can take note on this action.

When responding it’s important to find an immediate solution to the problem (when possible) and that you respond with phrases like “we’re very sorry you had a bad experience”.

TIPS: Answer within 24-48 hours. It’s essential that the client feels like they are being heard right away. It’s also important that you provide other means to communicate with the company.

social media guidelines dissatisfied customer response

Example of responding to a dissatisfied customer

 

How to Improve My Business – Social Media Guidelines #2: Never Forget that Your Clients Are on Social Media for Their Own Interests, Not Your Brand. Give Them Some Real Value!

Talking about your brand or company, or your products and services in excess can be a fatal mistake. You have to humanize your brand and give users some real value through your content. The key is to make them feel like you really care about their opinions and like when they participate in your brands construction. This refers to the ever so desired “engagement”.

How do you attain this engagement on your clients’ behalf without valuable content? Maintaining these channels for mere appearance or just for the sake “being” there is completely useless.

 You have to be very careful with the publications you upload and when you do it. Furthermore, it’s important to know what conversations about your brand are out of your control, participate in them and add new ideas to this exchange of opinions.

All this costs time though: you have to spend a few hours controlling what happens on your brand’s social media and interact with clients, as well as influential people.

Here’s a very interesting example from the art brand Caran d’Ache in regards to humanized content with real value. It has to do with sharing drawings clients made with the brand’s products.

social media guidelines engagement

How to Improve My Business – Social Media Guidelines #3: Numbers Aren’t Everything, and Much Less When It Comes to Social Media Strategies

Like we said in the previous point, your goal should be to provide content with real value, numbers taken out of context don’t mean much.

While it’s important to track your growth on Social Media, this shouldn’t become an obsession. A lot of companies force numbers by falsifying the analysis with help from a third party. Doing this runs a huge risk in two ways: you can’t visualize the real impact of your actions and can even cause your profiles to be closed for trying to cheat the system.

TIP: Be patient and bring a valuable experience to your target public. Results will be seen in time. If you adjust to these parameters (consistency and real value) your public will keep growing.

How to Improve My Business – Social Media Guidelines #4: Don’t Dismiss the Idea of Recycling Content

This is one of the guidelines local companies/businesses use the least.

It has to do with reviewing what your top posts were, meaning which publications had a positive impact on your public and reutilizing them.

You can utilize Google Analytics to do this. The content with a higher level of engagement are the ones which should be recycled because they most likely give your users come real value.

Pay special attention to the social media channels and their characteristics. Each one is an environment in itself, with its own ecosystem. It’s important that you have each one’s characteristics clear to be able to properly adapt your content. Your only limit is your creativity.

Suppose one of your posts had a large impact on Facebook, why not turn it into an infographic for Pinterest?

social media guidelines recycle content

Source: elblogverde

Other Unknown Social Media Guidelines

We’d like to wrap up this article by giving you something that was created by Social Media specialists. It’s regulation 2.0 created by Fast Company  with rules created by their wiser readers. Here are some of them:

  1. Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.
  2. When monetization tries to go up, consumer experience goes down.
  3. Always respond.
  4. Customers prefer to talk to people, not brands.
  5. It’s better to direct people to your website than your Facebook page.
  6. Social Media isn’t an abyss. Make social and traditional media work together.
  7. Don’t use advertisements to spread boring content. Use them to expedite successful content.
  8. Your fans are proprietors of your brand.
  9. Update your page, or delete it.
  10. Not everything will work, and that’s fine.

Great! We’ve made it to the end of this article. We’d really like for you to tell us about your own experience on Social Media. Also, you can tell us which guidelines you liked and what other ones you’d add so we can learn too.

Before going, I’d like to recommend this texts on Social Media so you can continue to deepen your knowledge:

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