Wednesday, June 6, 2018
A few months ago, we wrote about tips to grow your business on social media. We talked about how important it is to make sure you’re posting on your chosen networks on a somewhat regular basis. This month, we’re diving in a bit further on that topic, specifically things you should and shouldn’t do while you’re promoting yourself and your business.
This is a big one, perhaps THE big one. The whole point of being on social media is to get people to connect with YOU. They’re not interested in seeing you repost the same article three other people have already posted, especially if you’re not adding any of your own commentary or expertise. On the other end of the spectrum, if you’re posting a lot of things you’re not interested or invested in but think the followers you want are, they can probably see through that too.
Just like in real life, being authentic in what you share is going to be the most productive way to connect with new people. Which leads us to…
Social media is an ever-evolving landscape. Trying to keep up with every trending hashtag or temporary fad is going to keep you running in circles without ever making a ripple. Instead, focus on the message and tone you want for your brand. If a particular trend happens to fall into your interests, great! Sharing about it will be much more authentic and an audience will appreciate that.
For example, Eric Silverman, founder of Voluntary Disruption, got into the habit of sharing “national days” (think National Cupcake Day, National Baseball Day, etc.) on his feeds after hearing about one day on the news and joking about it with his daughter. It’s now become a way he can share his sense of humor and some of his passions (particularly baseball) with his connections.
The key word of social media is “social”! You should not only be interacting with your followers, but also your colleagues. Silverman has a great strategy for doing this:
“I follow the 5-to-1 method of social posting: Each time I post something self-serving, I make a point to post five back-to-back posts about other benefits rock stars. These could be shout-outs to colleagues or partners for articles they’ve authored, awards or national recognition, or I might link to a great article that could benefit others. After about five of these kind of posts, I’ll write about the work I do. Sometimes I’ll include a case study or talk about a conference I’m speaking at or attending. This helps give me credibility and build my brand in a way that’s not overly salesy.”
Like we said in the last post (but it bears repeating) – the last thing you want is for potential business prospects to lump your posts in the same category as their retired Uncle Bob. While these tips encourage you to be authentic and share your interests, remember that everything has a limit. You may breathe and bleed for your favorite football rivalry or love to engage in spirited debates outside of working hours, but “heat of the moment” comments rarely age well or stay deleted. Your parents probably told you that it takes years to build a reputation and seconds to ruin it. That’s still true on the internet.
While this isn’t necessarily a complete list of “Dos and Don’ts”, it’s definitely a good place to start. Be on the lookout for our next social media best practices post, where we’ll go over what kind of posts are popular across the major platforms.
In the meantime, feel free to get social with us! Call your Brokerage Care Team at 844-273-9330, or check out our Contact Us page for other options.