Personal-use Facebook isn’t a difficult medium to master. Company Facebook pages are an entirely different story.
But, it’s easy to keep Facebook and other social media at the bottom of your business’ to-do list. Don’t let that happen. Realistically, social media management should fall somewhere in the middle of your marketing to-do list.
If you do keep it at the bottom and your account is mismanaged, the results can be disastrous.
To stop mismanagement from happening, or curb the potential fallout from mismanagement, here are a few dos and don’ts about setting up and managing your company’s Facebook account.
Do: Set up a company Facebook account.
Don’t: Allow Facebook to automate an account for you.
Why: Facebook users can check in, like or review unofficial pages. If you don’t assign an employee or team to manage your company’s presence and preserve its brand image on social media, then you might be letting unsubstantiated, negative claims run rampant on the internet.
Do: Have one person in charge of making and managing your company’s Facebook account.
Don’t: Give the credentials out to everyone on your payroll.
Why: Not knowing who has your account’s username and password can lead to unpleasant situations. If an employee logs in to the company page instead of their personal account by accident and posts or likes something offensive, you’re in trouble. If an employee who has the company’s credentials is let go and maliciously posts something offensive, there’s more trouble.
Do: Ensure the account is set up with an email account that’s linked to your company server, independent of any one employee’s personal account or email address. Ensure you’ll always have access to the account.
Don’t: Allow an employee to add the page as an account is connected to their personal account, which would (initially) give them exclusive access to the company page.
Why: The employee could refuse to grant anyone else access to the page. Even if there are more than one Admin user, additional Admins cannot remove the creator Admin. If the creator Admin ever becomes upset with your business for some reason later on, they could delete the page – forcing you to start from scratch.
Do: Analyze your page performance weekly.
Don’t: Post at only one time of day, or interact with your followers in only one way. Test to see what works, and then keep your followers entertained at the times that they’re online.
Why: If you schedule all your posts to go out at 10 a.m. every Thursday and Sunday, but your target audience gets on Facebook in the evenings during the week, then you’re not efficiently managing your account.
Do: Integrate Facebook posting and activity into your marketing goals and plans.
Don’t: Randomly post when something company-related comes up and cross your fingers for good results.
Why: If you or your employees are putting hours toward something, you should be aiming for some sort of ROI. Social media management is no different. For example, set a goal to reach a certain number of users weekly, then track how much your website traffic increased during that time period.
The time for only dipping a toe into Facebook has come and gone. If it hasn’t already, your company needs to jump into the world of social media and social marketing. And in today’s marketplace, making a splash is encouraged.
Being a leader who has goals isn’t a bad characteristic, especially if you’re running a business.
Imagine not having a vision for the future of your company, or your personal life. That image is chaotic, isn’t it?
Goals like becoming a faster runner, losing two pounds a week or increasing company sales are all attainable. But without actively tracking your results throughout the processes, the likelihood of goal achievement is low.
So yeah, measuring every possible aspect of sales and marketing is good for your business.
Most companies have some sort of review process in place. Fewer companies have processes put into place to track results and ROI year-round.
Analysis is one of the key differences that separate your business and Joe Schmo advertising his sub-par services on the street. Analysis tells you what works, and what doesn’t.
Joe is out there making the same, big mistakes. Don’t be Joe.
So, if measurement and analysis are what make you successful just by performing them a few times annually, what do you think will happen if you execute them constantly?
And on more key statistics than you’re currently tracking?
Growing Your Business
Analysis of your company’s performance shouldn’t be a one-time measurement. You should put a constant tracking process or software in place for everything you can possibly measure.
Here’s why: The things that can be measured are the things that you can control. And ultimately, control equals growth.
So, when you measure your sales statistics, then your sales will likely increase.
When you measure and reduce your daily caloric intake, then you will probably lose weight.
By regularly tracking and attempting to beat your 5K PR, you’ll get faster.
That journey to fitness is just like growing your business. How healthy are you keeping your company?
How many leads are you getting each month from your website? What percentage of website visitors are getting there from your Facebook account? What’s the average amount of time it takes your sales team to get an in-person meeting or consultation with a potential customer?
It’s simple. Things change when you measure them.
No one “accidentally” grows their business. Successful companies measure their past results and track their current progress in order to forecast the future.
What are you not measuring?
“You see, if everyone is special, then no one is.” – David McCullough
Normally, starting off any piece of writing with a quote is a major no-no. But in this case, I simply couldn’t have said it better myself.
I will restate what Mr. McCullough said, though: If your business offers the same thing as every other business in your industry, it doesn’t stand out to potential customers, let alone breed customer loyalty.
“But my business is the best!” “We actually do quality work!” “People need my company’s services!”
Yeah, about that …
The Bad News
Here’s the bad news to counter those all-too-common objections: You claiming that your business is the best doesn’t convince anyone that it really is.
Everyone can claim to do quality work.
And what happens to your business when the people who need your company’s services move away, or another company offers the same services?
Do Your Research
Knowing what separates your company from its competition requires that you know your company inside and out, from the top to the bottom.
C-level executives need to know exactly how their sales and customer support staff handle problems. Is it a policy that states employees can only talk to one client at a time, which ensures that they see problems through to resolution that sets you apart?
Sales and customer support staff need to understand how managers deal with current clientele. Maybe it is company policy that account managers give out their personal cell phone numbers that really sways clients to stay with your company.
Knowing what separates you requires that you know your competition inside and out, from their marketing to customer reviews. When customers switch from working with your competition to working with you, ask them why.
Knowing what you’re up against is half the battle.
More Examples of Distinction
Separate your company from its competition by marketing its real defining characteristic.
Does your power company perform regular drug testing on its employees? Or does your product come with a lifetime guarantee?
Those kinds of promises can’t be faked by competitors in the way that assurances of quality and being the best can be copied.
So, figure out why customers really work with you. Then, market the hell out of that reason and watch the leads roll in.
If you want a stable house, contractors use more than a hammer and some nails to build it. When you go to the salon, your stylist uses scissors, shampoo and more to do your hair. When you hire a staff, you likely need more than one skill set.
So when clients ask us questions like, “What do you think about Facebook as a marketing tool? Is it effective?” there’s more to our answer than a simple yes or no.
Like the aforementioned examples, you probably need more than one tool in order to fix something that’s not working. Each one fixes a specific problem.
Are You Using the Right Marketing Tools?
It helps to think of marketing tactics as tools. To do a job well, you need a multiple tools and to know how to use them. Let’s open up that marketing toolbox.
For example, social media tools are largely used to create transparency. Customers are more likely to be loyal to a company that engages with its audience and meets them where they are. Facebook and Twitter are great platforms where your business can be extremely interactive with its followers.
Does your company want to increase its name and local recognition? To remedy that need, use vinyl wraps on company cars for outdoor messaging.
Are your sales people constantly asked the same questions? Create a blog series answering FAQs. That way, your staff spends less time answering the easy questions and more time making sales.
How Are You Using Your Tools?
And if you are using multiple tools, are you using the right one for the job? We regularly see businesses use blogging when video would have worked better, or vise-versa. Or we get emails whose messages would have been perfect if they’d been sent in a mailer instead.
Don’t try to use a hammer to tighten a loose screw.
How confident are you that you’re using the proper tools for the job? If you answer that question with any percentage less than 100, then you’re using your marketing budget inefficiently.
Don’t waste any more money on uncertain marketing tactics.
There is a reason that customers pay more for brand items.
Quality is Eventually Cheaper than a Quantity
Recently a Reebok customer told this story about how she grew up in cheap shoes. The shoes made her feet hurt; the shoes fell apart after a few weeks.
Then she got her first pair of Reeboks. And the pain went away, and the shoes lasted for years.
The repeat purchasing of the cheap shoes could have very well cost more than the purchase of one pair of Reeboks.
We have mentioned a few times now how important it is to position yourself as a brand in your industry. There are multiple ways to do that.
But today, I would like to touch on why it matters. Well, one reason anyway.
Brands Can’t Be Copied
Brands can’t be copied, but services can.
The minute you start talking about the line items or generic deliverables you provide, you instantly set yourself up for competition to start copying you.
We have client that strictly deals in commodities for the food industry. So basically, if the lettuce is not wilted and the carrots aren’t rotten when the shipment arrives, then all is well.
The only problem with this concept is when there are 10 other competitors that can promise that exact same thing. Then, our client starts to compete on price, which is a race to the bottom.
Now, let’s examine a stronger scenario.
Same client, same lettuce, same carrots. Only this time, the conversation is not about the deliverables. It’s what happens when that restaurant’s order is messed up.
Well, in our client’s scenario, her cell phone rings and things get fixed right then.
When this idea gets communicated, she then has a brand. The likelihood of that promise being copied is very small compared to the first scenario.
So, evaluate your marketing material. Is your message about the carrots or the promise?
How often do you present your product as just a thing without a promise attached to it?