The type of info shared on social networking sites will be different, and unique, for each business. Some will feel confident sharing general customer info such as stats for products sold. Others will not. However might freely share customer questions and answers provided. What your biz shares with the public is important for a variety of serious reasons. And should be taken into consideration once you decide who performs the task.
Should your company set social networking posting policies?
Since social networking (which includes blogging) is still a fairly new marketing strategy for many, companies are stopping short of considering it an integral part of their marketing department. One which also requires its own individual set of policies. Not the least of which should be how much and what should be shared.
It’s important for every business to have company, departmental and employee policies. And social networking, though different from the usual marketing strategies, should be included within your marketing department. Have it’s own unique policies.
This should not only include what is shared and what’s not, but how it’s presented, the voice used to present it. How comments are responded to. As we all now know, over-sharing, emotional posting and ignoring customer complaints, can quickly lead to major PR problems, financial loss, customer complaints and defections. And that’s just to start. In short, improperly sharing with clients and customers can quickly translate into great marketing fodder for the competition. Escalate to a nightmare for you and your biz.
Here are 5 Tips to help you determine what your company should share on social networking sites:
1. Biz Stats – Financial, Customer, Marketing, Complaints – Do customers really need this info? Likely not. Except for customer complaints and reviews you may decide to share.
2. Internal and/or privileged info – Discussions re products, policies, projects in development. Unless you’re launching a product, most of this info is best kept within the company; not for public consumption.
3. Company problems, court cases, etc. – Depending on the situation, you should consider making a one-time formal post including salient details. Discuss this with legal counsel. If questions persist, consider setting up a website or blog to continue responding, or turn it over to legal. Customers and potential clients won’t jump ship, as easily, when they have the facts.
4. Info about competition – Most companies prefer to steer clear of negative comments about the competition. This is a legal gray area; which may rear up and bite you if you regularly post it.
5. Personal Info – As some, have sadly, come to realize, anything posted on blogs and social networking sites is immediately published. Sent out into the blogosphere and Internet. For anyone to see and read. Be aware and cautious when sharing personal info.
Do Share: Info about new products, useful resources, pertinent case histories, how-to and related articles, for example. Helpful information, tips and techniques customers and followers can actually use.
Don’t: Get snarky, emotionally post, take followers for granted, open corporate bank account refuse to respond. Fail to answer customer complaints.
One final question. Ask yourself:
‘Do I really want the public to know this particular information?’ After all, it immediately becomes public once posted.
That said, think twice about what you or your social networking employee posts. You, and they, represent the company. What it stands for. How it cares for and responds to its customers. And each post, or comment, can make a world of difference in how your biz is perceived.
Through strategic use of social media marketing, website search engine optimization, and advanced customer relationship building techniques, Jean helps clients garner greater credibility and visibility needed to deliver high-value results by leveraging their on and offline presence. For your Free 40 page report: “The Down and Dirty Facts Why Your Biz is Losing Cash and Clients by Failing to Start a Conversation on Social Networks.