Social media can be a very effective of generating traffic to your website, that is, if you get it right. When done badly, however, you can alienate consumers and hurt your brand. Stories about social screw-ups pop up here and there, yet many companies still don’t get it.
Here are a few things you should always keep in mind:
It’s Your Brand’s Voice
For many consumers, your Twitter, Facebook, and other social accounts are extensions of your brand. When a customer needs something with your business, or has an issue that needs resolution, they’ll likely just pick up their phone and tweet at your account instead of dialing an 800-number and having to hold for several minutes. If they’re interested, they will follow your account and work with you.
Make sure that your social media presence evokes the same voice as your brand. The Twitter accounts of the Central Intelligence Agency (CIA) and the National Security Agency (NSA) do a pretty good job at it. The CIA’s first tweet and the NSA’s tweet about careers in the agency captured their voices perfectly.
Context will Always be an Issue
Whether it’s a national holiday, an upcoming event, or something in the news, always try to be sensitive and plug your business using only related events.
CookandSchmid.com, an advertising agency in San Diego, says one way to amplify your brand properly and move audiences to take action is through creative, innovative, and appropriate campaigns. This means you don’t need to jump on every bandwagon, especially if you’ll only end up presenting your company in an inappropriate or poorly thought out way.
Sensitivity and Post Appropriateness
If a major event is happening in the world or in your target market, such as a storm, a major crime, or the death of a prominent figure, it’s best to hold off on anything that’s scheduled to go out. If it seems like a bad idea, it probably is.
It’s always better to hold off your tweets during solemn events than to take flak for tweeting about a big sale while everyone is mourning a tragedy.
They say that a bad reputation is better than no reputation at all, but this doesn’t always apply to marketing and advertising. In the unforgiving world of social media, any mistake or inappropriate campaign can come back and haunt you for years.