Any niche marketing expert will tell you if you’re not on social media, you’re missing out on a crucial tool for building your customer base and interacting with current buyers.
But that doesn’t mean every social media marketing effort is a success. In fact, the wrong moves on social media platforms can do a lot more harm than good. There are plenty of examples (think Chick-Fil-A or Amy’s Baking Company Bakery Boutique & Bistro) out there of companies who made an effort to reach out to customers via Facebook, Twitter, etc. and failed miserably — either through inaction or misguided posts.
Here are 3 tweeting, posting and uploading blunders to avoid in your niche market strategy.
1. Be careful of automated posts
Automated tweets or Facebook updates are a great way to maintain a consistent presence and get your posts out when customers want to see them. But when something upsets normal day-to-day operations — a national tragedy, an issue with your brand, etc. — make sure your automated post won’t look disrespectful or out of place.
Automated replies are even more dangerous. It’s important to respond quickly when a customer or potential customer reaches out to you. But it’s tough to craft a one-size-fits-all response to any issue a customer may present to you.
Best bet: Avoid anything controversial in automated posts, and only schedule them a few days in advance so you have a better idea of what’s being published — and when.
2. Don’t confuse personal and professional accounts
It’s likely you have a personal Twitter and/or Facebook account in addition to the one that represents your brand. Be careful that your personal updates — which may be more controversial or aimed only at friends — don’t end up on your professional account.
It may seem like an innocent mistake, but customers are less and less forgiving of blunders like this these days.
3. Watch for issues that didn’t originate on social media
Even if a controversy surrounding your brand didn’t originate on a social media site, it’s likely that a good chunk of the conversation surrounding the issue will take place there.
The recent Abercrombie & Fitch controversy is a good example of this. That issue didn’t originate on social media, but you can be sure a lot of people took to Facebook and Twitter to complain about it.
Remember to stick to your social media guidelines when responding on social media, no matter where the issue originated.
If you would like to find out more about social media
to boost your niche I invite you to contact me. I have been helping professional service providers such as CPAs, attorneys, and financial services providers focus their business development efforts on profitable micro-niches for over 10 years. Email me at firstname.lastname@example.org.