managers who do not actively use these social media outlets to their benefit.
In a service world driven largely by customer expectations, it is
better not to have a social media page than to build one and not manage it.
Here’s why:
Have you landed on a company page only to find their last update was several months ago? For me, the lack of recent content on social media pages creates a sense of dormancy that reflects onto the company’s overall performance. Are they still operating? Are they having problems? Why no posts?
When I posted a nice note about my favourite coffee and a pic of the bags of coffee I just bought onto my favourite coffee shop’s page, they did not respond, “like” or comment on the post. That, to me, was far worse than simply not having a page where I can upload pics and make comments. The expectation by the consumer when businesses have social media pages is that:
a) There is an open invitation to interact with customers and business reps on
those pages and,
b) Responses will be timely.
If the need for social media is too overwhelming to ignore but you may not have the time to fully engage with customers, I suggest to managers and owners that they approach social media in a way that manages the consumer’s
expectations from the beginning. How?
1) Clearly design and communicate the purpose of the page. Be honest and let them know it is something other than a socially active place. For example, the description on Facebook or Twitter accounts (bios) lets customers know what your page is about. Saying something like “This page is designed for us to post daily specials out to our customers” sets the foundation for a difference experience than, “Check out our daily deals here and let us know if you have any questions”.
2) Page Settings: Limiting the ability for consumers to make comments or like your posts, tweet or retweet is another way to control interactivity. I personally dislike that kind of tactic as it is somewhat anti-social media however...I believe it is a better alternative than allowing users to begin interacting only to be ignored or left hanging.
Social media can be a valuable and effective business tool but only if owners and managers think strategically about how to build and manage that media. Social media should complement and drive your company’s value proposition, goals and overall strategy.