Sometimes I think people are too worried about metrics. They want to make sure everything they post to social media gets shared, re-tweeted, liked, etc, etc. Don’t get me wrong, metrics are important, but far from the only value add from social media.
For most small businesses, you aren’t going to get millions of re-tweets. It’s not going to happen. If you are a local business, like an attorney, or a plumber people aren’t going to share every morsel you put out there. People see celebrities getting 100s of thousands of shares and think this is possible. But, do you share your dishwasher repairman’s facebook posts? No, either do I.
What I try to tell my clients is that social media is great for doing one thing really well: Showing everyone your subject matter expertise (definition). So that when people go to your pages they learn something, and most of all they realize that you have some mad skills.
I get a lot of business from social media, but again it’s mainly because people like what I post. It is meant to inform, sometimes entertain, and yes sometimes sell. But that last one is important, if you are selling all the time, nobody will enjoy what you’re posting. But if they (meaning your readers) get something out of it when you come to your social media pages, then you on the right track. But, you have to stay on the right track, you have to constantly work on your posts, it is a work in motion. My posts have changed over the years, as my company has. I try to constantly improve what I do and am always looking for ways I can do better.
One area where most companies can improve, is the frequency in which they post. If you don’t post for months at a time, delete your pages. That’s right, I said delete your pages. You’re basically telling people that you are not in business, or that you do not care. When in fact, it just maybe you’re too busy to post or don’t have somebody in your company to handle that for you. To that I say, If you don’t have the time, don’t waste other people’s time.
Bottom Line: The purpose of this post is not to imply that metrics aren’t important at all. For certain types of businesses, you can get a lot more likes, shares etc. Entertainers and sports stars will always have people sharing. But if you are a typical small business, you should still utilize social media. If you need assistance contact us, anytime.
As capital hill staffer Elizabeth Lauten found out, a facebook post that can take 10 seconds to write, can ruin a career years in the making.
In case you missed it, here is what she said:
“Dear Sasha and Malia, I get you’re both in those awful teen years, but you’re a part of the First Family, try showing a little class,” Lauten wrote. “Rise to the occasion. Act like being in the White House matters to you. Dress like you deserve respect, not a spot at a bar.”
Now, it isn’t the worst thing anyone ever write, not by a long-shot. But the president’s children are off limits and she went a bit too far as people viewed her targeting the president’s kids. She was forced to resign, and has likely ruined a promising career. The worst thing I heard was she actually had a business consulting on social media. She should have known better.
So, what can you take a way from this?
I always advise social media clients to keep politics out of their posts. (Now as Lauten was a political staffer, commenting on politics is part of her job). But for most businesses, they should stay away from politics as half the people may like your posts, but many will be turned off. Do you really want to alienate potential customers just because they have different political views?
THINK!!! BREATH & WAIT 5 MINUTES
If you are writing anything that can be taken as controversial, take a breath, read and re-read before posting. This is also a good idea for blog posts and emails. Don’t send in anger. Take a step back, before posting/sending. We have all (me included :() sent emails we should have deleted. Utilize the 5 minute rule: If you have something you absolutely want to post that may be controversial, walk away, wait 5 minutes before posting/sending. Many times that brief time to reflect will change you mind.
In Conclusion: We have all sent emails we wished we hadn’t, wrote something in a blog or a tweet or Facebook post we wish we could take back. But as people find out even their deleted tweets are out there for eternity. In fact, people have found out that deleting a tweet is even worse as everyone jumps on that fact. Fortunately, if you follow our advice, and utilized the five minute rule, you can avoid the problems that arise from an inappropriate posting. And, as always you can contact us, we are happy to help with any web, social media issues you may have.