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The Ying and Yang of Social Media

Social media is a world unlike any other.

It’s still new to us, especially if you consider how it seems to be everchanging with each new phone update.

Life would be made much easier if only there was an extremely specific recipe to success for all small businesses on all social media platforms. A recipe that needed just a splash of engagement, a cup of killer content and a beautifully cohesive brand identity as the cherry on top. Then, BAM. You’ve got yourself a tsunami of eager customers for life.

In all seriousness though, I wish there was a simple recipe you could follow step by step that would unlock the secret to a successful social media presence… sadly there isn’t.

But, there are many methods that are proven to work that you can try out and modify for your specific business, product and audience. You can navigate your own way to social media success and create your own unique recipe to get there.

Something that will have to be figured out on this journey to a successful social media presence is where your fine line is for various topics. What is to too much and what is too little? What is smothering your followers and what is neglecting them? Where is the line between sticking with what works and boring, repetitive content?

Here are a few examples for you to consider:

  1. Over Posting and Under Posting

Finding that sweet spot in terms of how much you post is a vastly underestimated aspect of social media. It is commonplace for upstarting small businesses to believe they must post everyday (sometimes multiple times a day) in order to keep the interest of social media users.

This is false.

In fact, posting too much will likely annoy your followers who will have a newsfeed oversaturated by your content. It may negatively impact the view of your business and the number of followers you can maintain.

On the flip side, you don’t want to make your content scare so that you lose the opportunities social media provides for conversion and leads. Your acquired followers may also unfollow you if they don’t feel they are receiving the amount of valuable content they signed up for.

2. Over Selling and Under Selling

To sell or not to sell? That is the question!

This is probably the hardest area to pinpoint in terms of what is too much and what is too little on social media. Of course, it is important to promote your products and draw awareness to your website and other business materials. That is why businesses use social media in the first place, to market their brand and products.

However, too much selling can sometimes repel audiences as they begin to feel bombarded by efforts to get them to the checkout. Your business will lose its personable side.

In amongst content which promotes and sells, there should be content that is educational, motivational or prompts casual engagement with your followers in order to create a feeling that there is a person behind the brand.

I suppose you can say there is a fine line drawn between selling and building relationships. Strike the perfect balance between these two things and you’ll end up with trusting customers who are not only engaged with your product, but they are eager to support your business.

3. Finding Followers and Finding Customers

It’s true. It looks good when your social media pages have a large number of followers. Visitors to your page may be impressed by the numbers and opt to join the extensive list of followers. A large following has potential to increase engagement and the sharing of your content to an even greater audience of people.

BUT…

Obsessing over numbers should not be your objective. Finding people that will have a genuine interest and customer potential should be the objective.

There’s no harm in having a couple of empty followers (those which add to your follower count but will not contribute more to your business) but the core base of your following should be made up of people that are beneficial to your business. These people can be obtained through targeted advertisements, use of relevant hashtags and searching the follower lists of competitors.

It is up to you to walk that fine line between having a larger following that looks impressive to visitors whilst still having quality individuals that make up this list.

4. Doing What Works and Making Content Varied

On social media, you track and measure the success of your content. When a post skyrockets and does ten times better than all your other posts, it’s exciting and you feel like you’ve finally cracked the code. All you have to do is keep posting that kind of content, right?

Unfortunately, that’s not how it works.

It’s important to know what your audience responds positively to and engages with but, you should endeavor to keep your content varied. Social media audiences will not tolerate copy-paste content, they appreciate variation and innovation.

Sure, if posting a “Tip Tuesday” is your thing and your audience is positively responsive, keep it up. If you have an adorable dog that your audience goes wild for, include them in a post every now and then. Take advantage of what works, but don’t let your content become too repetitive and stale —your audience won’t thank you for it.

Turning a Negative into a Positive: How to Handle Negative Reviews

Let’s be honest, we’re all human and we’ve all made mistakes. Some are the big type, some are the small type and some are the “I forgot my lip balm today” type. They can conjure feelings of guilt, embarrassment and can tinge your cheeks an unflattering shade of red. Yet, these mistakes usually pave the way for us to learn and move on.

Unfortunately, if you’re standing at the helm of a business, any mistakes that are made are a little harder to face internally and to gracefully leave behind you. This is because your mistakes are publicly scrutinised online through the accessible medium of negative reviews.

Though we wish everyone could forgive, forget and leave a review on our Facebook page praising our efforts, the reality is that sometimes we make mistakes and people will speak out about them. A negative review is far from ideal, in fact one negative review is shown to drive away 22% of prospective customers. However, the way in which you manage and respond to this review can significantly improve the perception of your business.

Respond quickly:

If you see a negative review, you should respond promptly. Leaving it is like leaving a parasite and allowing it to infect the reputation of your business. Some businesses choose to reach out privately to negative comments (through social media direct messages) to provide a more personalised, in-depth response. However, a prompt public reply should also be provided acknowledging the mistake and outlining what is being done in response. This ensures other readers know you are taking positive action and are responsive to all feedback.

Responding with haste will narrow the window of opportunity for individuals to view the negative comment in its isolated form and improve your chances of gaining new customers. Ideally, no one will see the negative comment without your empathetic, apologetic response tethered to it.

 

Don’t Delete:

It may be tempting to delete the unflattering or incriminatory words of a disgruntled customer, but this will do more damage to your reputation. You may gain new customers through the absence of the negative review, but you’ve lost a customer and any future customers they could have referred to you. By deleting their comment that they took the time to leave, you are communicating that their feedback is not valued and that you don’t intend to improve on whatever they found dissatisfying. If you delete it, you are simply adding fuel to the fire.

In the unusual circumstance of inaccurate reviews (pertaining to products or services you do not provide) or that resemble a misleading or fake review (made by competition, a former employee  or someone who has never been an actual customer), these reviews can and should be removed.

 

Empathise:

Often, you won’t agree with a review or perhaps what went wrong was completely out of your control. For example, when there are shortages of a certain product in a clothing store due to a sudden spike in demand, this is not exactly an avoidable situation. However, it is important to try and understand why the customer has posted what they did and how they might be feeling.

Imagine if someone had been saving up to buy an item of clothing and comes in-store to buy it only to find there are none in their size. Now, imagine that due to the upcoming line of clothing this item would no longer be in production. Understandably, they are disappointed. You may want to frantically explain the facts of the situation to justify the circumstances, but it is far more important to understand the customer’s feelings and show you care. You can explain without disregarding their experience, making excuses, or avoiding responsibility. This is far more likely to achieve a successful outcome.

 

Be Polite and Professional:

What’s worse than a negative review? A negative review accompanied by a rude, dismissive response. This is a recipe for a tarnished reputation.

It is imperative to remain polite and professional when addressing customers, but especially when responding to a customer who is unhappy with your product or service. This is your opportunity to make amends and prove your quality as a business and therefore, this should never involve insults, slander or flippancy.

A professional format for your response could look like:

  1. Introduce yourself/greet them.
  2. Thank them for their feedback.
  3. Apologise for the negative experience they had.
  4. Explain if there had been a misunderstanding (do not avoid responsibility)
  5. Outline what their concerns are and (if possible) how your business will change/avoid future occurrences like this.

 

Learn:

As mentioned above, there are ‘mistakes’ that are beyond your control. If a negative review brings to your attention an area of your business that could be improved (through employee development, improving phone/website service, technological developments, altering prices etc.) this feedback could be invaluable to the progression of your business. View negative comments as opportunities to learn, grow and gain insights that ensure future reviews are positive.