Social media – you either love it or hate it when it comes to using it for business. There are incredible benefits when your SM manager uses it correctly but it can bite you in the B2B-behind if used incorrectly. It’s free and it’s fun, what could go wrong? You don’t need a million examples to know that many businesses have made social media mistakes that have cost them money, or worse, their reputation. Here’s an introductory list of a few dos and don’ts before you take up Tweeting.
DO use hashtags. They are a way for followers to easily find your content when searching for a related topic. Live tweeting an event or launching a new campaign are a few examples where creating and using a great hashtag can really help your engagement. Two hashtags is the sweet spot.
DO keep it clear and concise. The most effective social media campaigns are the ones that don’t NEED to use all 140 characters explaining it. Use shortened links (bit.ly tracks the engagement on them for you) and interesting verbiage – explanation will come when they are interested enough to learn more. No one goes to social media to read paragraphs, they go for silly and creative content.
DO stand out. Doing what everyone else has been doing is a sure-fire way to fly under the radar. Using different methods for whatever your industry is to reach your target is a great way to set you apart. Different colors, phrases, and plans work well.
DON’T use hashtags incorrectly. Your followers will immediately recognize you are not social media educated and write you off. Too many hashtags, random or irrelevant hashtags, or politically incorrect hashtags are just bad. #No #One #Wants to #Read #This and it looks a lot like spam.
DON’T be too serious. This is seen way too many times with B2B social media. We get it, you aren’t selling silly string and you are a serious million dollar company. But like I said before, people don’t look at Twitter for a long sentence about your product, that’s what your website or LinkedIn is for, right? Have a little humor. An easy way to do this is just take a look at the #Trending bar on the left side of your Twitter timeline. This shows what users are interacting with. Pick an appropriate one and tweet away.
DON’T use negative content. Again, another way to show your followers you have no idea what you are doing. A great thing to see (and my great I mean “cringe worthy” – please note sarcasm) is when companies go the inappropriate route. I once saw a post that literally made me face palm with it’s rude language and sexual content. Don’t be that guy.
Hopefully you find a few of these useful and do the B2B social media world a favor by knowing how to use it. Tweet away!