Social Media is a way for your business to build trust with your clients and consumers, for you to be strategic in your marketing, as well as the overall execution of your online presence. It's a way to make (and NOT break) your business.
Ways social media can MAKE a business:
Having a media representative, public relations consultant, communications manager, etc. to handle minor customer service issues through social media platforms is crucial.
- These professionals are the barrier between the client and the business. This relationship (as mentioned in my Part 1) emphasizes the importance of using social media to build trust by responding to any questions/concerns clients leave you online.
- The quick response allows clients to see your customer service representatives are available during most business hours, if not more, and allow them to feel confident in their ability to reach you at any time.
- Silence to a question or concern online can often suggest a lack of interest or knowledge by the business. This could raise a red flag for a potential client. Communication is always the best way to go. Even if it’s, “Let me check on that for you. Could you direct message me your email or a good way to get in touch with you about your problem.” *Leaving the name or initials of who sent this response is always good too. This lets the client have a more personal relationship with who they spoke with.
Monitoring stories/content about your brand or industry online will allow you to stay on top of any compliments or complaints and how to address them. Sooner is ALWAYS better and try to minimize the damage or capitalize on the press.
- Any product or service issue brought to social media, can have the opportunity to go viral. For good or bad. A viral video is something that gets shared all over social media very quickily.
- A great example of a viral video going on right now would be the ‘Walmart Yodeling Boy.’ I’m sure most of you have heard of him, heard the song or have a middle-schooler who plays it non-stop. This example, took place in Walmart. Walmart has received a HUGE amount of press. The young boy, Mason Ramsey, was on Ellen and his local Walmart is throwing a concert just for him, as well as giving him a $15,000 college scholarship. This press (or viral video) directly is impacting Walmart’s relevance and revenue. Not to mention, the good will the company earned by reaching out to this child and changing his life. Although they didn’t plan this to happen, their reaction has definitely benefited them.
- A negative example of a hashtag that was universally viewed as insensitive and opportunistic in a negative way, is Urban Outfitters’ #ALLSOGGY (Warning: may have profanities in comments). Back in 2012, after Hurricane Sandy, Urban Outfitters took to Twitter to say, “This storm blows (but free shipping doesn’t)! Today only… #ALLSOGGY.” Now this is pretty self-explanatory, using a tragedy to boost sales and promote free shipping is not a way to build a good customer reputation. However, Urban Outfitters is known for pushing the envelope. Their bloody Kent State shirt is another example.
- Giving your company some kind of personality online can be important in creating a trusting relationship with your clients as well. Showing your company’s personality is where your PR/communication/marketing people really get to be creative. What about your company makes it different than other companies? Do you all work together for a common goal? Is there a lot of competition for clients?
- Putting up photos from around the office on St. Patrick's Day like Markham Norton Mosteller Wright & Company, P.A. did, all wearing green and showing off being festive in their office can show a sense of fun to this work place. It gives the impression that you are laid back, fun to work with (and for) and that you engage with current events and time-appropriate jokes. This open relationship also helps to build the trust I mentioned in Part 1 of this series, supporting transparency.
Ways social media can BREAK a business:
While the use of hashtags can be very helpful in expanding your brand, they can also be a double-edged sword. You want to participate in trending tags but not necessarily always try to build your own. With social media being so vast and among so many different types of cultures, languages, religions, lifestyles, etc. You never want to make anyone feel excluded or offended. Try to focus on positive, uplifting messages.
- For a positive example, Xero posted a video for “International Women’s Day.” This is an example that any group of people can relate to or appreciate. Industries all over the world posted and shared uplifting and heart-warming “Thank You's” to all of their female employers, employees and clients.
- When building a relationship with your clients, it’s good to make your beliefs and values public, it helps people connect and relate to your brand. However, there is a difference in being VALUE driven versus POLITICALLY driven. If your company values align more with a political issue or party and you choose to promote it because it's that important of a value, go for it. It can definitely produce positive repercussions as well. Just know that any public opinion made by a brand (or person representing that brand), has the potential to turn off people to your company, no matter which way you go. Because by aligning with one side, you could be perceived as alienating the another side. So, think carefully and strategically about endorsing or praising any political figure or controversial issue; and remember, be value driven, not politically driven.
Although some of my examples weren't necessarily accountant-driven, the take-away is still the same. Being proactive and strategic on social media can seriously impact your clients and potential clients perceptions of your business. Be positive in your social media presence and use these platforms to make your business transparent in their actions, customer service optimal and general work culture and values known and demonstrated. While growing your business using free social media options can take time, it absolutely will generate results if done properly.
For more tips on social media management, content sharing and media strategies, follow Mollie Macklin on Twitter or connect on LinkedIn.