Marketing agencies and branded organizations presenting at and attending Social Media Week DC all seemed to agree on three best practices for social media:
1. Select the correct platforms for your content: If you don’t have a lot of image assets or your story is not told through images, don’t use Pinterest. If you do not have the technical capacity to produce or purchase audio content, don’t start a podcast. Focus on platforms where it makes sense to host your content and where there is a community in which your content resonates.
2. Maintain regular activity on your chosen platforms: Twitter is meant to be updated often, and daily Facebook posts have become the norm for brands on that platform. Make sure you have the resources to maintain activity on the platforms you use and do your best to build a strategy that does not neglect your listeners on those platforms. Unless you’ve given up on a channel, don’t go silent on it.
3. Be authentic in your voice and content: People follow your organization or product on social media because they like it and want to engage with it. If a children’s museum used the same tone on Facebook that staff would use in a report to the board, audiences may find that tone to be too professional and caged, and not authentic enough to be trusted. Make sure your voice on all channels is authentic and representative of the brand, not the individual staff member or a voice used for other purposes. The more authentic and familiar the voice, the more likely audiences are to engage with the channel, and that will increase awareness, sales, and most of all trust. What do you think?