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Why Social Media Engagement Guidelines are Necessary for Your Brand?Admin 23-06-2021
Social media platforms are meant for people to connect through an elaborate digital channel that allows them to send, receive and publish content in the form of messages and posts. Taking an advantage of this, almost every brand has joined different platforms to promote itself via social media marketing.
Hence, it is easy to tell that the way people connect to others and how brands connect with their audiences on social media will differ significantly. A brand cannot simply exist and communicate with other users as their audiences do. There are certain things that social media marketers or managers need to ensure so that they can get maximum benefits from using social media platforms for the promotion of their business.
That is why many brands create social media guidelines for their social media marketing team. These guidelines bring consistency in the way the brand interacts with its audience.
In today’s blog, we will be discussing some of these guidelines and understand why they are necessary for your brand engagement on social media.
What are social media engagement guidelines?
There are two types of social media engagement guidelines that a brand or company would usually create: One for their employees and another for the brand itself.
The employee guidelines suggest how the employees of that company should present themselves on social media. Whereas, the one for the brand gives you an idea of how to tackle certain online situations with tact to maintain and build a positive brand image.
When you have a team of social media marketers or you are simply hiring a new social media marketer, the engagement guidelines for the brand’s social media will give them a roadmap as to how to interact with the audience, what tone to use, what responses to give, and how to keep the conversation going on any social media posts.
More often than not, it is the social media manager who creates these guidelines for the brand.
These guidelines include but are not limited to:
Monitoring your social media platforms
A brand’s image is heavily influenced by its ability to effectively engage with its audience on social media platforms. However, to engage with your audience, you cannot just post engaging content, you also need to know when someone interacts with your content.
Hence, monitoring each social media platform is important to understand how effective your posts are and what people are talking about your brand on social media.
You can use a social listening tool to know what are the conversations happening around your brand on social media. This will also prepare you for any crisis that may happen to your brand since you will come to know about it in the initial stages.
Respond to your audience
While everyone knows that brands need to interact with their audiences to create brand trust, many small businesses often choose very generic responses for their audience. Understand that you need to take this opportunity to further your brand’s relationship with your audience.
For example, if you have shared a few tips on social media marketing and you get a reply saying how useful they are, responding with a simple thank you is a wasted opportunity. Instead, you can tell them how glad you are that they find it useful and suggest they read the recent blog on a similar topic.
This way they may even consider visiting your blog and further engage with your brand on another platform.
The best way to go about this is to keep a set of quick replies to certain questions, messages, and comments. So, whenever you need them, you can simply modify them according to the context.
This simplifies things so that you do not have to write common replies every time.
Be consistent with your brand voice and tone
Understand what you are going for. Is your brand authoritative? Funny? Professional? Or relatable? See your blogs and the content on your website and infer the prominent tone in the content. Consistently, use the same tone and voice in your social media activities.
Having a consistent voice gives your brand a personality and humanizes it for people to be comfortable interacting with it on social media. Giving your brand a personality increases the customer’s trust in your brand. It also encourages them to engage furthermore with them.
Interact with other brands
People love brands interacting with other brands. It also increases your reach when the users see your comment on the other brand’s post. You can find the brands that work in the same industry as you and create services and products that complement what you have to offer.
You can like their posts and share your insights on something that they may have posted with a comment, or share/repost it to your timeline where you feel that it connects with your product or service.
This way, you are not only exposing your brand to their audience but also letting them take notice of you and your content. If they like it, they may start following you and start interacting with your content.
Keep your customer support FAQs ready
Social media is the favorite channel of many people across the world to connect with brands for support. A study by Sprout Social suggests that around 34.5% of people use social media for customer care queries and complaints.
In such a case, you must have a reply ready for your customers’ queries. These could range from some of the frequently asked questions to something completely new that an avid user of your product or service may have found.
Keep the answers to the frequently asked questions with you and note the new questions or feedback. These questions and feedback will help you understand what your customers expect from your brand. With that, you can get a new direction in which you can upgrade your product.
What are the basic rules of social media engagement?
1) Monitor your brand mentions on all social media platforms.
2) Respond to your audience without missing the context.
3) Have a brand personality and voice to humanize it.
4) Interact with other brands in your industry but not direct competitors.
5) Pay attention to feedback and queries and respond to them as necessary.
Apart from these, there are also other things like avoiding controversy, dispersing conflict, being careful of people’s sentiments, and staying up-to-date with the current trends to keep up the context of the topics that everyone talks about.
What are social media guidelines?
A brand’s social media guidelines suggest how the brand’s social media is to be used to share posts and interact with the audience while keeping the company’s best interest in mind.
What are social media best practices?
Practices that encourage your target audience to follow your brand, interact with it, and increase their brand trust through social media are social media best practices.
1) Researching about your target audience to create relevant content
2) Creating valuable content for your audience
3) Responding to their comments, DMs, and shares/reposts
4) Maintaining a consistent posting schedule
5) Understanding the trends and creating posts accordingly
6) Keeping an eye on competitors to ensure that you are not missing out.
With these and similar other social media practices, you can create a loyal social media community around your brand.
The social media engagement guidelines help the brand to remain consistent across all social media platforms. Following these guidelines can increase your brand trust among your audience and help you manage your brand’s social media a little easier.
That being said, you can also use social media management software to manage your social media presence on various platforms. It helps you to share your posts on multiple platforms with a single click, schedule posts to be shared on the time you decide, sync all your inboxes so that you can manage all your direct mentions in a single interface, suggests you hashtags of trending topics, and allows you to work collaboratively on the social media along with your team.
You can try the social media management software for free with trial credits and manage your social media presence more easily and effectively.
What are other guidelines that you would like to add to this list of social media engagement guidelines? Comment them down below and share this blog with your peers if you found it informational.