Social media sites are also seen as a trusted source of information by Google, which consumers regularly use to research businesses before they buy their products or services.
But social media can be a double-edged sword. If an employee posts negative content on your Twitter feed, for instance, it could be seen by your target consumers or appear in related Google searches, damaging your firm’s online reputation. As the new year gets into full swing, it’s worth spring cleaning your business’ social media assets, to ensure you’re still projecting a positive image to the world.
Check your platforms
Social media platforms are suited to different consumer groups. The most popular age group on Instagram, for example, is people aged 16 – 24, whereas on Facebook it’s people between 25 – 35. So you should streamline your social media marketing strategy by deleting profiles on platforms that aren’t effective with your target audience. You can also try using social media analytics tools, such as Facebook Insights, to measure consumer engagement volumes, allowing you to refine your content strategy going forward.
Look at who and what your business is following on social media. Unfollow anyone with a history of trolling, as research conducted by Igniyte shows that 47% of UK businesses have seen their reputations damaged by trolls in the past year alone. Follow respected industry experts, so you can repost their content and promote your organisation as a thought leader. In the same affilinet study, 36% said they would be more likely to trust an industry expert on social media. So, with this strategy you’re promoting yourself as a trusted source of market advice for consumers online.
Refresh visual content
We know that 90% of information transmitted to human brains is visual, so the images you post on social media are key to how you’re perceived online. Remove images that reflect negatively on your organisation and update brand assets, such as your logo, to ensure they project your core brand principles to consumers. You could also roll out a comprehensive multimedia strategy on social media, to reach new customers. For example, video is set to account for 69% of all online traffic by 2018, so by posting clips on your accounts, you can broaden your audience.
Improve the security of your social media profiles, to safeguard them against hackers. In the year to July 2016, cyber-attacks cost UK firms a combined £34.1bn, so this step is key. Change your social media passwords regularly, so they cannot be cracked by cyber-criminals, as this would allow them to control your profiles. We recommend using a password management system, such as Last Pass, to ensure your social accounts have strong passwords. Also install anti-virus software on your devices and remove any ex-employees’ from your social media profiles, to ensure you control who accesses your accounts.
Industry portal Marketing Tech Blog notes that according to research, 46% of consumers use social media to help them make buying decisions. It is critical that when consumers research your firm on social media, they can find out how to get in touch. If any contact details e.g. telephone number, email address, premises address, have changed, alter them on your profiles to keep them current. You could also update your social media descriptions or biographies with any new information, or industry news and awards to demonstrate to consumers why they should choose your firm over a competitor.