Many times, when we start taking over social media accounts for clients, there is a lot of cleaning up to do. One of our first tasks is to clean up the brand and provide clarity across all channels to ensure the business is being represented professionally and accurately.
In our experience, there hasn’t been much consistency in activity on the platform prior to us taking over. In some instances, the activity that has gone on has come from the owner of the business. But many business owners don’t seem to understand the difference between their personal and business social media profiles. As we begin to take over and create some separation, we have noticed that some education needs to come into play in order for the business page to really flourish and become a separate entity from the owner and person behind the business.
*Note – there are obviously cases when the business or brand is a person (often times celebrities, athletes, sometimes realtors, etc) but these are not the types of business we will be talking about. The businesses we are referring to are their own entities outside of the owners and those who manage them.
In an effort to provide some education on how to allow your business to take on its own identity on social media, we have put together a few DOs & DONTs with some examples and education for each.
DO clean up your following
Almost every time we take over a social media profile, we always have to go in and unfollow many of the people that particular business is “following.” As a business, it makes sense to follow other accounts that you will most likely be interacting with such as other businesses, aspirational competitors, vendors or partners, community organizations, industry leaders, etc. Many times, it isn’t necessary for businesses to follow individuals especially if those people may be posting inappropriate, questionable or controversial content. Remember, business profiles are public so anybody can look at who your business is following and you want to ensure those you are following are appropriate for your business, brand, industry, etc.
TIP: this will make interacting with others much easier because your news feed will only include the content you want to engage with and you won’t have to scroll and filter through all of the mess.
DON’T follow everybody
Just because people follow you doesn’t mean you have to follow them back. I know some people might think this is the “courteous” thing to do but honestly, most businesses have a much smaller and more intentional “following” list and a much larger “follower” list that will ideally continue to grow. Bottom line: people should be following you more often than you are following others.
DO use “We” instead of “I”
A business is usually an entity consisting of more than one person. Using “I” emphasizes the fact that there is one face behind the business instead of multiple or none at all. Again, the businesses we are talking about are not just about one person but more about a brand, idea, or organization. Using “we” helps to provide not only consistency in how the business addresses others on social media but also points back to the team effort it takes to run it.
Stay tuned for Part 2 to be posted next week!