locally.co.uk

Tag: social media

  • 5 ways to make your social media goals ‘sticky’

    Part 2 of 2

    In this Locally mini-series, we will be looking at which social media platforms could be the best fit for small businesses, based on their industry and ‘type’. In Part 1, we looked at which social media platforms could work for your business, by identifying categories of business.

    In this second part, we will be looking at how you can not only create goals for social media marketing but how to make them stick, so that your business gets the best exposure from social media that it can.

     

    The story so far…

    We have looked at the many differing kinds of social media platforms there are and how joining them all, could lead to disaster – after all, you have a business to run and you cannot be updating everything all of the time…

    We also looked at some social platforms in relation to specific sectors of business and how they can be used to not only connect with customers, but advertise and market the business too.

    But, we also suggested that some social media experts are suggesting that Facebook and Twitter are almost compulsory, but rather than just assume and sign on up, we suggested that this really was you choice – after all, if your customers are not there, why spend hours on it?

    Have you made your choices?

    By now, you may have decided which social platforms are the right vehicle for your business; for those local businesses with a more visual appeal, using Instagram for example would be a great start. For those with a younger audience, Snapchat could present an interesting forum and YouTube is also popular as ever.

    So with choices made, and your business profile created, all you need to do is sit back and watch that popularity counter whizz up and up and up.

     

     

    (Nothing happens. Carry on waiting)

     

     

     

    Social media goals

    Without having some form of clear idea or structure, your social media platform will either fizzle in to nonexistence or it’ll be so wrong, that you could actually damage your reputation.

    The good news is twofold – this doesn’t have to take ages and they don’t need to be complicated but, to help you out here at 5 easy, simple steps to making your social media aims and objectives stick (and a sneaky step 6 too…)

    Step 1: SEE your goals

     

    This is a really useful tip that you can use beyond your social media platforms! We came across Lifetick, a fabulous app that helps you order your thoughts and then see your progress towards the goals you have.

    But, don’t forget that your social media objectives should be SMART – specific, measureable, achievable, relevant and time bound. Setting a goal and being able to measure your progress towards them is essential.

    Step 2: Pen and Paper

     

    Even though we are surrounded by technology, sometimes a blank piece of paper and coloured pens are your best gadgets.

    Having a social media presence is more than just ‘doing it because everyone else is’; you need to be able to compete with your competitors, gain custom and trade and create a buzz around your product, service and company.

    Step 3: Create an action plan

     

    This might take some more time, but it can also be the most fun part.

    Example:

    Social Platform: Twitter

    This is your main social platform that you use to push your brand and company into the business eye, therefore your presence needs to a daily occurrence.

    You may want to partake or even create your own #hashtag trend but, you also need to know how successful you Twitter presence is; there are various apps that can do this but one we quite like is Sumall. This app will show you all the analytics involved in your account, providing clear information on which posts worked best and when.

    We suggest prioritising your social media presence too and which one is the driving force in your online campaign and presence.

    Step 4: Deadlines

     

    The problem with social media is that it is an open ended task… and the problem with open ended tasks is that they can bobble along for a long time… and the problem with is that we never feel like we have accomplished or finished anything.

    For some people, this makes no difference to their working day; for others, it is a source of ongoing tension and the feeling of being on a treadmill of ‘finished one thing, straight on to start another’.

    To stop this negativity eating away and then your social media objectives falling by the wayside, setting deadlines for which social media projects are reviewed/stopped/curtailed so that something new can start is the way of stopping the rot from setting in.

    A deadline, after all, refines the mind and focuses the thinking.

    Step 5: Throw in a really big goal

     

    We can be too cautious. The thought of setting a goal and then thinking it may not come off can be a step too far; no one like or seeks failure. But, how about taking a chance? A manageable risk with one of your social media goals that if you don’t get there won’t cause the company to collapse or for you to throw yourself into exile…?

    On Twitter, you will have followers… you may have 2,346 at the moment. How about doubling that in 2 months? Off you go…

    (There are many examples of stretching goals but we won’t go on; you know the sort but stay away from those ‘dodgy’ followers that tell you for a fiver, they’ll get you a million likes or followers by midnight Tuesday)

    And finally…

    You have worked hard. You have researched which social media platforms are right for your business, you have created goals and an action plan and you have started your campaign.

    You have a review date in your calendar and so, because we are Locally we are going to sneak in another step…

    Step 6: Celebrate your success

    We have loads of ideas… but we think you can think of something for yourself on this occasion!

  • Which social media platforms fit your business?

    Part 1 of 2

    In this Locally mini-series, we will be looking at which social media platforms could be the best fit for small businesses, based on their industry and ‘type’. In Part 2, we then suggest looking at how you can not only create goals for social media marketing but how to make them stick, so that your business gets the best exposure from social media that it can.

    We have talked about social media and its impact on your online business many times before. But, if you are still resisting Facebook and/or Twitter, then experts suggest you are resisting an evolution of social media.

    Many customers use either of these social media platforms as a reference point for many companies and, with a new regime for businesses advertising on Facebook, these points could become more driven and focused than ever before.

    And companies, realising this, are tidying up their act but, there has been an additional step in this process; many businesses here in the UK, as well as across the globe are using these platforms as a way of not just advertising their business to consumers, but hiring new employees too.

    But Facebook and Twitter are not the only two social media platforms.

    But, we think there is a problem looming on the horizon and it follows a pattern we have seen before, in other aspects of business – the state of trying to do too much, and not doing anything properly.

    Social media could be the Achilles heel in your business; joining all these social media sites is one thing, keeping up with comments, likes, tweets, posts, pins etc. could not only send you into a deep space state of frazzleness, but also earn you black marks from the very people you are trying to impress – your customers.

    Not responding to a social media comments, is the equivalent of ignoring the phone when it rings, or not bothering to post out the goods your customers have ordered.

    Making the most of the right social media platforms your business

    Rather than taking a scatter gun approach and signing up to everything, take some time to consider what it is you want your social media presence to do for your business, and then take some time to review which of the many sites suits your business.

    To help you out, we have looked at social media sites and how they fit with sectors of business, making suggestions as to which social media vehicle could be best fit, but the final decision is YOURS!

    Retail

     

    Regardless of what you are selling, from scarves to jewellery, designer footwear, furniture, cushions or door stops, the photo is your friend.

    Product photos are essential; the wordy description and catchy captions are great but if your consumer cannot see the type of shape or colour it actually is, then you have lost a sale.

    Likewise, one of the many photographs you use per product can also be about suggesting to the consumer how your product can be used or what it’ll look when teamed with something else…

    Instagram could be the way forward for you. Incredibly popular with retailers large and small, you will find that in terms of fighting for recognition, the smaller retailer will not face such an uphill battle against the ‘giants’.

    Commentators have pointed out that Instagram users are a far more relaxed and tolerant lot; your photos do not have been a professional shoot each and every time, and so a shot taken on a mobile phone camera is just as acceptable. In fact, a little wonkiness and fuzziness can work in your favour…

    Instagram have plans for 2015 too, that could benefit the smaller business; the site could become a lot more interactive, with all kinds of tools opening up allowing customers to tap on photos and lead themselves straight to you, as well as using video.

    Manufacturing

     

    Not so much a public face business, many companies and business to manufacture or create things tend to stay away from social media platforms as such, but there is still a need for you to making contacts and networking out there.

    And we feel that networking is the key, which is why business-to-business social media platforms are the ones you should be looking at. We suggest LinkedIn may be the one where you can create the most contacts, depending on what you want to do.

    However, don’t ignore your consumers entirely, even if there is another layer of business between you are them. Consumers are becoming increasingly savvy and informed when it comes to where their products come from and so, as you make your next product why not consider filming the process and starting your own YouTube channel?

    Think no one will be interested? The popular TV show, How It’s Made is very popular, exploding common myths about how some things are created.

    Entertainment

     

    We like to think of our clients as a diverse bunch and so we struggled slightly with this heading, but we needed to include the awesome power of video, and real time video ‘snippets’.

    Regardless of where you stand on pirate music sites, there is a silent but steady revolution within the media and entertainment sector; rather than fighting the fact that people have not only increasing access to media, but also to sharing it, we suggest you start to embrace it.

    We are no experts of Snapchat but, it seems that every teenager and young person across the UK is ‘snapchatting’, as opposed to texting. And, some companies (although not too many yet) have taken up this mantel and have started to update fans and customers using this platform.

    But, before you think this is just for those in the entertainment business, there has been successful examples of sports clubs and the like creating a following using Snapchat as well as other companies using small trailers as a means of advertising.

    Regulated industries

     

    However, there are some clients who are far more restricted in how they interact with customers and clients; companies and businesses within healthcare, financial sectors and the like are all industries that are regulated or governed by various rules or codes of conduct.

    For those companies seeing to use social media, you will need to be aware of any restrictions that prevent you from using them to their full capacity but there are ways and means. Clearly, anonymising any information and not sharing photos without specific prior permission is a must but there are forums out there; we came across Connected Living, a website and social media platform that connects the ‘aging population’ with one another and other forums too, with the overall objective being to prevent isolation.

    Technology

     

    For those customers within the technology field, there is no fixed or one-platform-is-better-than-the-other argument, simply because technological businesses tend to lead the field by starting the whole social media platform off to a flying start…

    And so, the bitesize lessons from part 1 of social media and business are thus:

    • Many people consider Facebook and Twitter as a ‘point of reference’ for many people and that joining these networks is essential; you can differ from this opinion

    • There are many other social platforms out there, some well-known some not-so-well-known

    • Some platforms are geared specifically towards certain kinds of businesses or industries, with specific objectives as to why they exist

    • Joining everything can lead to disaster, so do your research and choose the right platform for your business (and where your customers are at)

  • Social media trends in 2015

    What should you be doing when it comes to effective social media marketing?

    As you now, here at Locally we like to not just keep pace with developments, but outpace them too and so, once again, we have delved into the cupboard, consulted with our crystal ball and taken a look at what 2015 could offer in terms of social media marketing trends…

    Why social media?

    OK, let’s address the elephant in the room. You will see blogs and posts on our site that talk about social signals – the nods of approval your audience give you that may or may not be recognised by search engines.

    Some people say that social signals are VERY important, some say they have NO BEARING WHAT-SO-EVER and some people say that, they COULD, MAYBE, POSSIBLY have some bearing but, maybe not a lot.

    Here at Locally, we like the idea of people ‘voting’ or giving a nod of approval to content and so we like the idea of sharing our stuff across G+, Facebook, Twitter and other social media platforms.

    Whether you like it or not, ignoring social media could place you in a weaker position than your nearest online, local competitors.

    BUT, before you all rush forth on our advice, and start creating competitions and statuses that bamboozle people into liking/sharing content, make sure you do not stray beyond the realms of acceptability (see previous posts, “Facebook is changing: an UPDATE”).

    Social media – a trading platform?

    At the end of summer 2014, we talked about Twitter acquiring CardSpring. This is an important development as quite soon, in the UK, consumers will be able to buy online, but support local businesses too. We love it when people support local business – it is, after all the cornerstone of our business – and so anything that merges the powerful world on online shopping and the local high street gets our vote.

    Hence, we think that to ignore social media is ignoring a whopping proportion of potential customers.

    But, your business needs to be in the right place in terms of social media platforms hence, gathering all the latest ideas and thoughts, this is what you need to be considering for 2015 when it comes to social media marketing…

    1. If your website is not mobile-ready, then… oops!

    It is not just us, here at Locally, saying this but all across Internet Land, experts and non-experts alike are telling you, imploring you, ordering you, that if your website cannot be easily read or used on a mobile device (phone, table etc.) then you are and will be missing a trick.

    You only have to look at the figures of the upsurge in ownership and purchase of mobile devices to be utterly convinced.

    So, for 2015…

    Go from mobile ‘aware’ to mobile ‘first’. Make sure campaigns and content can be ‘scaled down’ for the mobile user but still delightfully ‘scaled up’ on the laptop or PC.

    Priority level: RED – this is not something you can put off any longer!

    1. Buying via the social world

    Facebook – love it or hate it – leads the way in so many different facets of the online social world. And it seems that when it comes to people buying online, it is beginning to muscle in here too. America has the biggest and most encouraging figures; studies suggest that 6% of American adults spend their time on Facebook, with a spending rate of 10%.

    These figures will send a shiver down your spine in that you will finally need to join the Facebook circus or you can up your game and start tapping in to this lucrative online market.

    Priority level: AMBER (worth considering)

    1. Content is STILL king

    This should not be a surprise to anyone. We have been saying it for years, as have others. Customers like to read fun and informative stuff, and search engines like it too BUT, 2015 will ring some changes.

    No longer will you just be blogging… think infographics, video, presentations etc. but, you can use the same kind of content. So blogging on changes in social media marketing in 2015 could also be produced as a Slide Share presentation…

    Priority level : AMBER (although we think this will grow in stature throughout 2015)

    1. Video – not just YouTube

    The ‘traditional’ home of video and online clips has always been YouTube; other platforms have come close but not close enough… except for maybe Facebook. However, if you want to be really picky, the fact that videos auto-play in Facebook is probably why this platform can now say that they outshine YouTube in the playability stakes.

    But, ignoring this trend will see you miles behind your competitors. So, don’t just make videos and plonk them on YouTube. Consider the vines that are becoming popular too.

    Priority: GREEN (if you are looking for new creative ways, then this is the outlet; it may not be suitable for all businesses so do your market research before you spend your budget)

    1. The right social place, for the right audience

    If nothing else, keeping a hold on where your audience is at will be the essential driving change in 2015. What this means is that the traditional social platforms may not completely rule the roost by the end of 2015 although, where your audience will be at is not clear. And, as hard as we polish our crystal ball, we cannot see either.

    Younger audiences are tipped to navigate away from Facebook to ‘younger’ platforms, whereas older audiences may navigate away too but who knows where? What this means, of course, is that you need to be on top of your game as your audience could splinter, making connecting with them could be more complex.

    Priority: RED – be informed where your audience is at, and stay informed

    What are your plans for social media marketing in 2015?

  • Facebook is changing: an UPDATE

    Only the other day, we were checking over our Facebook news feed and we came across something we thought would be useful to us. We clicked on the link but we were not taken to the website or the story we thought it was. In all honesty, the page we landed on was a little ‘risqué’, not to our taste at all. Neither was it about content marketing, as we thought it was.

    After we had navigated away from it, we were left feeling rather annoyed and foolish; we had been lured by a false promise. We had been hoodwinked, fooled into clicking on a link that took us to a false website full of spammy rubbish and adverts.

    Within a few days, a pop up window from Facebook asked us if we would be willing to take a short survey about what was useful and relevant to us – and we filled it, getting our back on all the rubbish links and statuses that seem to be littering our news feed.

    But it seems that Facebook has been really listening, announcing in late August 2014, some sweeping changes to how its ranking system will work from now on. This effectively means that spammy links and rubbish statuses that clutter up the news feed should start to disappear. But, as an online local business, if you use Facebook as one of your social media platforms, you need to take note too as these changes will start to take effect very soon (if not already!).

    From the horse’s mouth

    So what is Facebook saying? In a nutshell, the team at FB want to ensure that the ‘right content is delivered to the right people’. Feedback from users has been that spam statuses etc. tend to swamp their news feed, meaning that the stuff they want to see from friends and family, as well as a few brands, are lost within their timeline. The improvements coming in these next few weeks are three-fold…

    • like-baiting

    This is where a post explicitly asks you to either like it, share it or comment on it. By doing this, Facebook users effectively give the post credence and this mean that is ‘looks’ and ‘feel’ popular hence it gets bumped up the news feed.

    But, when Facebook asked users what they thought they found that these like-baiting stories were ‘15% less relevant’ that other stories which were far more useful to the user, but further down the news feed. Users, it seems, told Facebook that they found these like-baiting stories made using the platform less pleasurable.

    Social media is supposed to be fun, enjoyable and informative hence when a platform is told that stuff on it prevents this enjoyment, then they must do something about it! And so the improvements are that these stories will be detected and should no longer take precedence over statuses from family and friends.

    However, do not lament the passing of such like-baiting for long as the changes will not affect companies who genuinely use Facebook as a platform to connect and converse with fans and customers, just don’t partake in those nuisance posts that ask you to like and share the photos of the puppy with sad eyes…

    • like- baiting screen shots or graphics

    This brings us nicely on to other nuisance like-baiting statuses, which use graphics to try and get us to converse. You know the ones – like if you ‘vote’ for the pony, share if you ‘vote’ for the parrot and ignore to vote for the crisp packet. They are rarely relevant to the company or the business to which it is linked and is another way of tricking likes, shares and comments (even if they are not favourable!) from users.

    Users can ‘hide’ this content, something that Facebook has noticed people are doing more and more. They want to filter out these like-baiting screenshots so that relevant stories are on your news feed, not this annoying rubbish that seems to have gathered pace in recent months.

    • Spammy links

    And this is how we started this blog post, with our story of the recent click we made on a link we thought would be of use and relevance to us. It seems that many users are feeding back their annoyance to Facebook, with the platform pledging that by monitoring genuine shares and links between ‘friends’, that they can detect these rubbish links and effectively filter them from your news feed; great news for those of us who find such things incredibly annoying, especially if they masquerade as something else.

    Will it affect you?

    According to Facebook, if you are a genuine user, inviting discussion and opinion on matters and issues that are relevant to your page and business, then no, there will be no negative impact. In fact, they suggest that your news feed and reach should increase as these statuses that are created with intentional spam to ‘catch’ users will effectively start to disappear creating more ‘room’ on the news feed.

    Will it impact content marketing?

    Yes, and in a good way – or so it is predicted.

    Many search engine optimising experts suggest that this means companies and brands will have to take another look at their content marketing plan, especially in relation to Facebook; the days of brands being able to gather ‘vanity metrics’ – likes and shares that mean nothing to their business, except tap push them up the rankings – are gone . It is also a positive change in that it will reward those brands that do post original content that is useful, informative and well-written.

    For example, on a global scale, American Express produce a whole series of articles for small business, posting these on a regular, daily basis.

    And there are brands, like Locally, who keep in touch with their customers and potential new clients with informative posts, as well as statuses, stories, tweets etc. that are useful, rather than just any old rubbish to draw people in.

    In other words, your statuses – the likes, shares and comments you invite – must lead potential customers to an owned website (yours!), not some random, ad-filled site that just wants to sell, sell, sell nonsensical items to people.

    Take another look at your content; is it genuine, fresh and informative?

  • Hands up – do you have a social media strategy?

    (look away, embarrassed, fiddles with phone to see if anyone has text…)

    It seems that our online, local businesses is swamped in paperwork and strategies, when all you really want to do is earn a living BUT, as part of that essential daily activity, you also need to keep one eye on future work – a portion of your day, week or month does really need to be given over to finding new customers, new products, new services and improving the ones you have.

    Do local, online businesses need one?

    The clue to the answer is in the question… ‘online’. If you are online and you canvass the majority of your new customers (and keep welcoming the ‘old’ ones back) by online means then, yes it really does make sense to have a social media strategy.

    Don’t forget those social signals too; exactly how Google does work out how it ranks pages on the web is still a slight mystery with only really the top few people at Google really understanding, but it seems that the more ‘authority’ your site appears to have, the more people will trust it (* see bottom of page) – or so Google thinks.

    So getting plenty of likes, pins, shares, G+s, tweets and the like, the better placed your website could be placed in the increasingly crowded world of the web.

    A social media strategy: how does it look? What’s in it?

    The first point to note is that is isn’t just about updating your status on a daily basis; this is, of course, not necessarily a bad thing although this can mean you spend more time tweeting etc. than doing any actual work.

    A social media strategy is about sharing content on your website; this could your blog, new product and additions to your online ‘shop’ as well as any news items regarding your business. It is a way of connecting your website to the outside world and the outside world to your website.

    Below are 8 steps that could form the outline of what your social media strategy could look like. In a table format, we think it makes a handy ‘cut out and keep guide’, a start as to how you can make the very best use of your social media strategy…

    What is it?

    Your notes…

    Step 1:

    the time, the place…

    		 Just like a first date, you need to give this some thought but bear with us before you flick to another website. This is a serious point; all too often we try and cram things into the shortest time possible, working on the back of a scrap piece of paper whilst driving the car and filing a tax return.Step 1 is to recognise the importance of this strategy. It might not break your business not using social media to its fullest, but it will as heck make a massive difference. Where can you work uninterrupted?

    Step 2:

    Target – WHO are you trying to reach through which social media?

    		 If you have a marketing plan, the information should be in there but it doesn’t cause any harm to take a specific look at this with your social media.There are now various studies that show which age groups use certain social media platforms, hence it pays to know where your potential customers are at…If you have a product that is visual, then the platform that share photos are a great starting point; those with non-visual products or services may be better looking at sharing platforms such as Facebook and Twitter.It pays to do your homework.

     

    		 Jot down demographics, such as gender and age… where are these people hanging out on social media?

    Step 3:

    Content – WHAT do you have to offer them?

    		 Social media is not just about selling – in fact, go down this road and you may find that you actually drive customers away.Social media is about conversation, but what it is that your customers want to know?What information will they value?Once you have an idea, post this information vis your social media and then invite potential customers or partners to your website.

     

    		  You can share blogs and news, both current and already published work, especially if it coincides with something current.

    Step 4:

    Be proactive

    		 Customers will not come to you; this is the bit where you need to be pro-active and you need to start building your following audience.Great content is fabulous (we go on about all the time at Locally!) but, it is not a case of someone will stumble upon it and away you go.Do apart from tweeting what you had for breakfast, or pining a photo on another platform of your new delivery van, you also need to be creating great content (like this blog!) and then share it; tell people about it.And then tell them again in a few weeks’ time…

     

    		 Create a blog calendar schedule and stick to it.

    Step 5:

    Contact – be easy to get in touch with

     

    		 This is part a. of two small micro steps. The whole ethos behind social media is that people share things, share data, share information…So, on your website have the icons for the social media platforms you use See your web design company for help…

    Step 6:

    TALK!

    		 The second mini step from above is once people have contacted you, liked or shared any of your tweets, statuses, pleas for help, you need to converse back. A bit like being at a party and making small talk.Thank people for liking something; ask questions; engage! Make it part of your day to check social media platforms, just like you do your email…

    Step 7:

    Keep it going…

    		 And this is the hardest step.Keeping your social media stuff happening can be a full time job in itself and so unless you have the financial resources to buy in a social media manager (they do exist!), you either see your social media presence fail OR, you load it on to someone else in the office… either way, the results can be disastrous OR you can realise that your strategy can include times and dates when items are sent out etc.Have you seen www.bufferapp.com? You can schedule tweets, status updates and the like so that the app automatically do it for you. Takes the pressure off but still needs managing; message need responding to etc.

     

    		 Build in a monthly review; get your staff team on on board. If not, maybe outsourcing is a cost-effective idea?

    Step 8:

    Looking for new opportunities – constantly review and adapt it

    		 Social media, like the rest of the web, never stands still. So keeping an eye on any new social media platforms that seem to be gathering pace and favour is a great way of staying where your customers are at.Current platforms also look set to change in the future; Twitter for example, with its acquisition of CardSpring not so long ago, is hotly tipped to start offering ‘buy through Twitter’ in 2015. Keep an eye on current trends, as well as making sure you are using your current social media platforms to their fullest…

    Need any more persuading?

    Social media has had proven results but it took courage and commitment, as well as conversation but there are success stories out there!

    *upcoming blog in November talks about trust and how a blog may be the all-important signal that your website IS trustworthy… but is it that simple?

  • We need to talk…

    Contact UsHaving a presence on social media is all well and good, but just sitting there, like a wilting wallflower at a rave is no way to go about attracting customers to your local, online business.

    Cast off the the paralysis of doubt and the cloak of inexperience, and dance your way to the centre of the dance floor – because if you are on social media (and let’s face, who isn’t and who cannot afford to be…?), we need to talk.

    You may have read in previous posts (Part 1 and Part 2) concerning your online and offline marketing activities, that being on social media is a little bit of a must for local businesses; with exciting opportunities around the corner with Twitter and CardSpring, soon enough the social media platform will be following suit.

    This presents one danger – that companies will just use social media to sell, sell, sell. Consumers are a little savvier than this, finding such gratuitous marketing not only off-putting but frankly, shallow.

    And so, companies and businesses, including you, are told/advised to use social media as a platform for conversations.

    We need to talk about this because, in a recent survey by Socialbakers, on a small proportion of customers have done this (13%) but – and this is the bit we need really talk about – is that only 67% of this very small group respond… eventually.

    Your physical business

    OK, you sell flowers. You sell them in a high street shop and online with a fabulous website. You invite comments and questions about creating the ‘perfect wedding flower posy for your big day’. You have 4 brides asking questions about everything from ‘hand ties’ to the flowers that will be available for a January wedding… and you don’t bother answering.

    If they were in your shop, and you didn’t answer their questions – this is, by the way ignoring them! – what would happen? Yup, they would leave, probably in a huff and make their way to the next nearest competitor who may just have a conversation with them, both in the shop and online too.

    Stop!

    Why would you treat a question from a customer or fan of your product any different online, as you would offline?

    The idea of being on social media is to connect with customers; and to connect you need to interact, hence this means having a conversation.

    A really good example…

    On my personal Facebook page I have a liked a page to do with garden sheds as next spring, I will have my own writing shed in the garden. It will restore my life/work balance and I will have to walk to work (67 steps. I’ve counted) hence, I will have twice daily exercise – there and back.

    The company regularly posts photos of garden sheds, potting shed, work rooms, summer rooms etc. that they have completed that week or fortnight so people can see their work. I like every picture out of jealousy but this is what I really like – people posts comments and questions and the company respond every time, to each individual comment or question. Sometimes a straightforward thank you to a positive comment, or they respond with prices etc. to questions but without the BIG sell, sell, sell!

    I like them. I will buy a writing shed from them. Because I know that if I ask a question, they will answer. They are interested. They are interested in my writing shed and they will build it with the same care and passion with which I will use it.

    Lessons to be learned in the art of online conversation

    1. Respond!
    2. Respond in a timely fashion – I think this local shed company has the right idea; they post every fortnight or so with a series of photos and a short status. People respond and they comment immediately. None of this waiting 24 hours (another thing this survey found was the speed to which people responded was also s-l-o-w)
    3. Post at times you know you can be online and active – so shoving a few photos on Twitter, asking a question or input from people as you are about to serve Sunday lunch to 12 people or enter a board room meeting for the next 4 hours are two examples of when it is NOT the right time to post…
    4. Monitor what’s happening on some social media platforms; get up to date statistics and data from https://www.socialbakers.com/twitter/country/united-kingdom/

    Did you know…?

    53% of customers expect to hear back from a company or business within an hour – see how important it is to pick your time?

    Of these respondents, 38% also said that they formed a negative opinion of companies that did not respond in an hour, with 42% (of which I am one) saying that this quick, swift and friendly interaction created a favourable opinion… however, the study stops here; there are no figures about how many people then went on to buy from this company, although a guesstimate would be that the figure would be high (think ‘Me and My Writing Shed-To-Be’ scenario).

    Companies and businesses from local to global say that they plan on doing more of this social media interaction lark – 80% of American businesses said they planned on doing it in 2013 but it never quite materialised…

    Content is great. Selling is great BUT, interaction with customers is also just as great. But do it properly. Apply the same rules of general niceness online as you would in a face-to-face situation as stop ignoring your customers!