There’s No Escaping It
Unless you’ve been living under a rock lately, you’ve heard about some of the most recent incidents that have been taking social media by storm. From United Airlines’ passenger removal to Pepsi’s demonstration-centered advertisement, the actions taken by today’s brands are subject to immediate praise or criticism via social media.
With millions of active users on Twitter, Facebook, and Instagram and many of them constantly capturing or sharing content, it doesn’t take long for something to go viral. And if your company is behind viral content that’s less than ideal, things can get pretty rough That’s why it’s essential to understand the importance of social media and the impact it can have in today’s marketing world.
Creating a Brand
Because much of the world revolves around the internet, social media is an opportunity for you to create a specific brand for your company. With every Facebook, Twitter, Instagram, and LinkedIn post you write or share, you can establish more and more of your brand, so posting the right things is important.
Using social media to share your latest ads can be a great way to get your name out there and engage with a large audience (given that your ad doesn’t send the wrong message or spark a controversy, of course). These ads also give you a chance to teach social media users more about who your company is and what it does.
If your company has a unique culture or vibe that you want to associate with your brand, social media platforms are ideal for this. Social users love easily-shareable content and if you put a little twist on yours, it’s sure to reach an array of people. Try creating a short video, an entertaining About page, or an employee photo compilation to capture attention and promote sharing.
Engagement & Responses
It’s not enough to simply be present on social media – you also have to engage with your followers. Responding to likes, comments, retweets, and more will show others that you’re actively trying to create connections with your followers. This applies even if you receive negative feedback. The sooner you address a negative comment or complaint, the more respect you’ll gain from your upset customer. Just remember to be polite and make it a point to try to rectify the situation.
In the end, social media is all about being social, so taking an interest in what your followers are doing and saying is a great way to stay engaged and show users that you’re an active company that cares about engagement. If you do run into a bad situation (like United or Pepsi), don’t lash out immediately in defense. Instead, take the time to understand why your content had a negative impact and put yourself in the public’s shoes – what kind of response would you like to hear from a company that made a mistake?