10. Raise awareness on the importance of social media
According to the Harvard Business Review, the most effective users of social media have top level management who prioritise social media in branding and marketing efforts.
These result in allocated budgets and people, capitalising on the potential of these media streams. It’s important to get key people on board the social media train so that it does not seem like a superfluous activity.
9. Educate, organise and train
Once social media is recognised as a priority, execution is crucial in determining its outcomes. Ensure that those who have been assigned to tend to these public profiles are equipped with the necessary communications and public relational skills.
It is also essential that these people are fed with the most updated information to avoid misleading the public!
8. Track and quantify which online activity leads to ROI
It’s difficult to explain to other people the potential of social media if there’s no evidence to back that claim up. Relate your social investments to bottom-line objectives such as the return on investment or ROI, increase in sales corresponding to social media blasts and other more tangible methods of measurement. Capitalise on what works for your business and eliminate redundant profiles.
7. Don’t underestimate the power of good grammar
There is a reason why grammar ‘Nazis’ exist in the cyber world, so do ensure that your posts and tweets are screened to avoid grammatical or lexical errors.
Well-articulated posts would also help the public to distinguish your social media account from any other potential impostors.
6. Deal with negative comments properly
Social media is an interactive tool and (potential) customers may post enquiries or complaints on your products so do ensure that you respond in time to avoid angering them.
This also means that there are bound to be negative customers who will criticise your business or your products publicly. Learn to handle these people tactfully to avoid looking unprofessional in an arena where everyone is watching.
5. Respond promptly!
Do ensure that if you open a forum for questions, there is a skilled person who will be able to answer enquiries. In an age where everything is instantaneous, customers expect a certain amount of promptness in replies. Anything more than a day or two would be considered unprofessional.
4. Get your audience to participate, get involved
Don’t just post notices or updates, but conduct activities to get your target audience involved in your social media platform. Ask questions, conduct general surveys, host competitions and other interactive tools to engage the crowd. That way, the public will feel more connected to the business, leading to better public relations for your company.
3. Update promptly and appropriately
What’s worse than having too much empty content is not having any content at all; post frequently to ensure that your page remains visible. Sporadic updates would leave your customers disappointed and uninterested.
Plus, it would also give the impression that your business isn’t serious on gaining popularity amongst your customers.
2. Strategise your activities
In the hands of the wrong person, social media can damage your efforts to brand your company. Don’t just bellow statuses or publish tweets randomly without a plan or a target audience.
Doing so, you’ll only add bulk to everyone’s notifications. You’ll definitely increase your Internet presence, but not in a good way.
1. Identify which social media platform suits your needs
Different social media platforms would have different purposes and functions and not all of them would suit your organisation’s needs or image. For example, Instagram focuses on mostly visual or pictorial feeds.
With modern businesses depending more on technology, cyber resilience has become a top priority for businesses. With a robust cyber resilience plan in place, you can ensure that your business continues to thrive.
Dr Pawan today travels the world to spread understanding of the Dabbawalas system that he describes as “thrilling”. His nine-year long research on the organisation, which included being involved in food deliveries himself, extended in both length and personal investment beyond the requirements of his doctorate. Today he runs the Mumbai Dabbawala Education Centre, a centre that provides free education to more than 8,000 children of dabbawalas.