Firms will use social media differently to benefit them; there isn’t a right or wrong way per say. However, there are strategies you can use to strengthen your online presence and behaviours that can tarnish your brand. Consider the following:
Remember it’s ‘social’ media
While your social media profiles should mimic the values and philosophy of your firm, remember to keep it fun. People become engrained with social media platforms because of the psychological effect it has on them; people want to check out from the real world and immerse themselves in something else.
To have people return to your profiles, you should make it an enjoyable experience. Of course if there is breaking news relevant to your firm that isn’t happy or positive, you should address this, but avoid making it so serious all the time. Throwing in a meme every now and then, some inspiring words or a funny video will provide your followers with the ‘warm-fuzzies’ that will make them come back looking for your content.
Learn how to respond to negativity
Unfortunately, at some stage or another your firm will probably receive negative feedback. The important thing is to respond to this negative feedback in a constructive and appropriate manner. When responding to this feedback, particularly in a public forum, be apologetic and make an obvious effort to resolve the issue, and address this feedback straight away. Avoid:
– Snapping back
– Speaking emotionally
– Telling the person who is complaining that they are wrong or that they were ‘difficult’
– Ignore the feedback.
Being transparent on social media is important; the persona of your firm online is open to the scrutiny and judgment of all clients and online users. If you try to present an image of your firm that is in fact false or embellished, it won’t take long before this falseness is realised by others, which can seriously tarnish the brand long-term.