A few months ago, a friend asked me to follow her on social media because she’s re-branding and doing new things. Of course, I obliged because she’s my friend, and you know that’s what some friends do in the 21st century…support to increase the person’s social media platform in the beginning stages.
Following her, however, has prompted a few pieces of advice about maintaining a social media presence as a business or nonprofit:
Know your social media handle. As soon as she asked, I clicked on my Twitter icon and proceeded to look for her.
Me: Is it this one? @friend19_74?
Her: Oh, let me see…nope, nope, not that one. Try @friend1974.
Me: Is this you?
Her: Oh, naw, naw. Try @1974friend.
Me: So, this looks like you because your picture is here.
Her: Yes. Yes. That’s the one.
Keep your social media current. Once we found the correct account, I scrolled through, as is customary for me to do with strangers. I want to see what the person has posted recently. I want to get a feel for what they typically share. You know. Do they troll people? Do they engage in Twitter arguments just for the sake of being seen? Do they say mean and inaccurate stuff about celebrities or news? When I scrolled through my friend’s page, her last retweet was from seven months prior. Even at the time of my writing this, her last tweet was two months ago. Why would I follow a business that tweets infrequently?
Make your social media relevant. My friend’s business is very niche. Let’s say for the sake of example that she sells cupcakes. When her IG photos pop up in my feed, there is information about cupcakes in the Bay area. If I don’t live there, or even on the West coast, then seeing cupcake info doesn’t interest me. But maybe if you post about those yummy cupcakes you just made, or link to a vegan cupcake recipe that I just have to try, or post a video of yourself making the cupcakes, then at the least, I’ll want to double-tap, and at the most, I’ll look for the website, friend or not.
Choose one site you really enjoy. Nowadays, people will have you to believe that business owners should be actively engaged on every social media site available. If you’re Nike or something, maybe. But, if you’re a small startup, I don’t think this is true, and I believe it’s caused people to burn both ends of the candle, so to speak. For example, a friend suggested I use Periscope when it first launched. I never did because I knew I didn’t have time to learn the inner workings of yet another site. But also, I was comfortable participating in what I was already doing.
Consider this, if you’re not really a photo/video person, then maybe you shouldn’t have an IG account. If you have more to say than will fit into 280 characters, then forgo Twitter. And if you despise FB so much, then let it go. Your social media presence will thrive when you engage in ways that you value, not because someone told you it’s a business requirement.
Do you all have any other advice for business owners who use social media?