SMEs and social networks: 7 winning rules
Summer brings us more free time to share in social networks. But how to communicate on these platforms for the greater benefit of your company? Certainly not with the words of traditional advertising. Instead, choose a personal approach that is close to spoken language and arouses interest and interaction.
1. Write your messages on behalf of someone ...
... Social networks like Facebook, Twitter, Youtube, MySpace, Instagram, LinkedIn, etc., were originally designed for people, not for businesses. And these people want to communicate in a relationship of equals, so person to person, recalls the director of the French Creative Shop Instagram Cédric Atlan.
2. Conversate instead of writing
A social network is a bit like a cocktail party: there are plenty of people, we go quickly from one interlocutor to another. This type of communication has nothing to do with "too much written" messages, especially if they aim to position an organization. Such texts will appear more commercial than social. Result: they will not be read.
Therefore, favor an oral, natural style, by addressing yourself to one (or, whenever possible, to a you), while remaining clear and avoiding spelling mistakes.
3. Talk about your brand, yes, but subtly
In fact, as many studies have shown, messages in "traditional advertising" mode displease social networks. How can you promote your brand, products or services?
Do it in relation to the conversation, for example after answering a question or comment from a member (ex: You are right to worry about the shortage of manpower. We, at Mosaïc Inc., we decided to ... etc.).
You can also "bounce on the news, or even tackle light topics - always incorporating a link with your brand," as recommended by Espresso Communication. In most cases, therefore, it is a question of talking about the company when you have previously dealt with something else.
4. Select your networks and contacts
Guy Kawasaki, ex-"evangelist" at Apple, said it well: "A common mistake I made at the beginning of my use of Twitter is to be polite to follow everyone who follows you. It's unmanageable! Follow only those that really interest you. "
In a nutshell, choose your contacts as you would ... in a cocktail party: bet on people who really capture your attention, teach you interesting things and can serve your interests.
The same advice for choosing your social networks: if your company is present on several, you will be interested in focusing on the one or those who give you the most results.
5. Do not stop thanking and questioning
There is nothing better for your brand than to show people who follow you recognition (for their comments, suggestions, questions, good ideas, etc.). Who does not like to be thanked and flattered?
In addition, to maintain or restart a virtual conversation while showing interest to your interlocutors, interrogate them. "The addition of questions is to be preferred on Facebook. Encourage people's participation, ask for their opinion, challenge them to leave a mark in their minds, says Espresso Communication.
6. Make short paragraphs
This makes reading easier and faster. Try not to exceed 4 lines per paragraph. Also prefer bulleted lists.
7. Tell good stories
In marketing, storytelling is a proven profitable technique. But what story are we talking about?
As opposed to factual information that may interest your customers (description of your offer and its benefits, terms of service to the customer, ...), we speak of experiences or the history of a product or a company. But be careful: the tone should not be serious or "corporate"; it takes human touch and emotions.