Written by Isabelle Durkin

Regardless of how old (or young) we are, it is hard to imagine life without selfies, hashtags and social media scrolling. Although most businesses / brands have jumped on board the social media train, are they using the right social media channels effectively? Do you have an engaged group of followers? Are you spending a lot of time and effort on your social media pages, without any direct rewards? Are you questioning if your social media efforts are worthwhile? To help answer these questions, I have compiled a list of Social Media “Dos and Don’ts” leading to successful results.

Let’s start with the Don’ts…

SOCIAL MEDIA DON’Ts

1. DON’T feel you need to have a business profile on every social media platform. Start with one or two that are most relevant to your target audience and manage this well before jumping into a new channel.

2. Just because you have set up a Facebook or other social media page, DON’T expect your target audience to come flooding to your page. You need to have a strategy and develop relevant and engaging content.

3. DON’T assume that the youngest staff members are the most qualified to manage your social media pages. Using social media is very different to marketing on social media.

4. DON’T spend all your time creating content for social media if you have more important tasks. You can always outsource!

5. DON’T try to target everyone at once on social media. It is easier to engage with a well-defined, specific target group.

6. DON’T promote your product or service in every single post. Think about your target audience and identify the type of content that they would want to receive.

SOCIAL MEDIA DO’s – STRATEGIES FOR SUCCESS

1. Although you don’t need to be an expert on every social media platform, it is wise to develop an understanding of the different channels for superior decision making.

2. If utilizing existing staff to manage your social media, ensure they are trained regularly so they keep on top of the latest trends. As you know – things change so quickly in the social space. Just one algorithm change by Mark Zuckerberg could mean you need a brand new social strategy and engagement plan.

3. Test different types of content such as videos, GIFs, infographics, memes etc. to see what works well. You may be surprised with the results.

4. Incorporate LIVE video on Facebook and Instagram – as this content is more likely to be shown to your followers.

5. Keep tabs on your competition to see what is working well for them and avoid what is not working well.

6. Review your social media statistics regularly to identify your audience and understand the effectiveness of your content so you can constantly improve engagement levels. If outsourcing to a third party, ensure they provide this data and on-going recommendations.

Remember that the premise of social media is to engage with your audience. If you put yourself in their shoes, you are more likely to create 2-way conversations and build a strong brand following. Don’t be afraid of social media by burying your head in the sand. The social revolution will only grow and evolve over time. The brands that embrace social media and consistently adapt, will gain the biggest rewards.