How Small Businesses Can Establish an Effective Social Media Marketing Policy into 2018

Missoula SEO Rebecca Holman on social media marketing

Social Media Marketing Is Critical

You can do everything possible to build your follower base on social media. But, these efforts will mean nothing if you don’t have an effective social media policy.

The consistency of your posts, the type of information you include in these posts, and how you respond to comments can all impact your ability to earn trust and attract new customers.

This video will help you define your social media marketing policy. Learn how to remain consistent, even when outsourcing your social media marketing. By taking the time to create this policy, you’ll be equipped to handle any situation.

So, what should you include in your social media policy?

There are several key points that you’ll want to address. This is beneficial, whether you’re handling your social media marketing on your own or delegating it to a member of your team.

The main points to put in your policy include the frequency of your posting, the right time to post, the percentage of self-promotional posts, the use of hashtags, and the way that you interact with followers and deal with customer complaints.

Let’s start with the frequency and timing of your posts. You should create a schedule for new posts and stick to it. This consistency helps build trust and loyalty with existing followers while also helping you gain new followers.

How often should you post?

This depends on the social media sites that you’re using. With Facebook, you’ll want to post at least once per day. Though, Twitter demands more activity.

With Twitter, you should put out new tweets several times per day, spread throughout the day. For Facebook, the mid-afternoon is the best time to seek engagement.

For other social media sites, you’ll want to find a median somewhere between Facebook and Twitter. Overall, at least once per day, in the mid-afternoon, such as 1 to 3PM, should be sufficient.

Along with the frequency and timing of your posts, you’ll need to decide on the content of these posts. This can remain consistent across multiple social media networks.

A good rule of thumb is to set a fraction of your posts for self-promotion and curated content. Self-promotion includes posts related to your products or services. Curated content is anything that you think your followers will benefit from, such as informative blog posts or videos.

A common method policy is to limit self-promotion to 2/10 of your posts. The other 8 should be curated content.

Dealing with Complaints

The next area of your policy to define is how you plan on dealing with customer complaints. This is one of the most important areas where you need consistency and the primary reason for creating a social media policy.

Decide how you want to deal with complaints. Generally, you’ll want to take these complaints out of the public forum. This means responding to private messages or direct messages.

Instead of attempting to defend your products or services, find out what you can do to resolve the issue. This could include offering a refund or a replacement product. Your goal should be to turn an unsatisfied customer into a happy customer.

How About Dealing With Praise?

Along with customer complaints, you need to consider how you plan on handling positive interactions. You need a consistent voice when engaging your audience. It’ll help to decide on the tone that you’ll use and what types of comments require a response.

Write down the policy decisions that you make. Compile everything into a single document. This’ll help you stick to your goals and deliver a consistent message, whether you are posting new content or responding to your customers.

Once you’ve got your policy in order, you can ensure that you always have a consistent voice. Not only will you remain consistent, but you’ll find that your brand can remain consistent when outsourcing your social media outreach.

This is similar to creating any other policy. The goal is to make it easy for anyone to stick to the values that you define.

I hope you found this lesson helpful. Remember to check back each week for updated videos and lessons. Or, even better, you can click on the subscribe button below to get more of these educational videos as they’re released.