The list highlights some of the practices of companies in various industries use to make an impact on Facebook, Instagram, Twitter, and LinkedIn.
Put a face to your social media presence by featuring stories of the people who make their business successful. Detail the relationship your employees have with their families, pets, neighbors, and customers—in photos, videos, and blog posts. This humanizes a company for prospective and current customers.
Creating customer stories and testimonials
Who better to describe the impact and benefits of using your business than the people who already do? How has using your business, your service, and/or your products, changed the lives of customers? Use social media to share the stories of your customers. Reading testimonials can inspire potential customers to take the plunge and become buyers themselves.
Responding to customer service requests
Like it or not, social media has become one of the most popular ways for customers to voice their displeasure, even more so, it seems, than their pleasure, with a company they’ve done business with. The very public nature of these complaints makes them more effective, people feel, than writing to companies in private.
But in every customer service request is an opportunity for your business to shine. Take the initiative and respond to every customer service complaint.
When customers know you’re listening, they’re more likely to speak their mind. This helps you not only get out ahead of issues before they become widespread but gain the attention and respect of those who are used to being ignored.
Using influencers to build a buzz
Social media influencers are the flavor of the moment. Team up with influencers—both individuals and other major brands—to tap into larger markets. The use of micro- or nano-influencers can be a more affordable way to garner engagement and build excitement about a new product or service. Just be sure to spend time finding influencers who match your brand. Also make sure they’re willing to be transparent with their endorsement.
Engaging in social listening
Sometimes social media isn’t about posting, but about listening. The concept of “social listening” is becoming increasingly popular. Businesses can use the search function or third-party tools to find tweets about themselves. They can also learn important information about their industry or trends and join the conversation.
People love to be recognized by their favorite brands. That reinforcement will encourage them to continue posting about that brand—increasing the likelihood that their own followers and friends feel inspired to try it themselves.
Focusing on LinkedIn
Facebook is the biggest social media platform, but Instagram is the new favorite. But for many businesses, LinkedIn actually holds the title as the best of the major platforms for sharing relevant, helpful, and engaging content.
LinkedIn now has over 250 million active monthly users. It’s arguably the best platform for B2B businesses to make connections and share content.
Posting job opportunities and openings
Social media isn’t just a customer-facing channel. Use it as a free job board in the search for new talent. Again, bet on LinkedIn here, but you can also post links to job listings on every social media platform. Who knows where your next great hire will come from? If they already follow you on LinkedIn or Twitter, that shows interest in your brand and you could fill that open role in a surprisingly short amount of time.
Sharing deals and promos
Post deals, discounts, promotions, limited-time offers, and other updates that your price-conscious customers will love. If people know you use social media to post deals, they will likely become followers—and even turn on notifications of your updates. That way, you’ll stay top-of-mind for many of your fans.