People say social media is like a cocktail party. Let’s dive into that metaphor a little deeper: You’re invited to a cocktail party (and let’s be honest, you’re not skipping a cocktail party) and upon arrival you scan the room, catching a glimpse of all the usual suspects. The overdressed suits: self-proclaimed big shots who talk only about how great they are at their jobs. The antisocial weirdos: these guys look normal but are so timid it actually hurts to speak to them. The hot mess-express: underdressed with untamed facial hair or barely dressed at all, they’re craving the spotlight in the most inappropriate ways. And then there is you: appropriately dressed, approachable and interesting, socializing and covering all topics from work to personal interests.
Okay, so let’s at least hope you’re the last one. It all comes down to something as simple as this: personality. Someone who is self-aware, polite, and enjoyable to be around, probably has the most well rounded personality in the room, and will probably leave the party with a few new friends, or personal connections. You want your business to be that person on Facebook.
So, how do you avoid being the one who’s overdressed, a hot mess or anything in between? Here are some tips:
Take Off Your Tie
The overdressed suit is reserved for Facebook pages that only post about their business. Okay, so this isn’t so terrible. Content should be relevant to your product and brand, but don’t get caught up in selling. Facebook can be a great tool for a lot of industries, but selling shouldn’t be your only focus.
For most businesses, Facebook is about having an open conversation with potential, new, and loyal customers. People don’t want to do business with pushy sales people; people want to do business with people they like. Keep that in mind when choosing what to post online.
The antidote for the antisocial weirdo is simple: just post. Post on Facebook anywhere from three times a week, to three times a day, depending on your business and time set aside for social media. If you’re not posting, your Facebook page becomes completely useless. And a useless page is almost worse than having no page at all. I can’t stress this enough: if you want to be taken seriously as a business you must have an active Facebook page that is helpful to the customer. If you don’t, your competitor will and in the end you’ll lose business.
Get Your Act Together
For the hot mess express, it’s time to get your act together and showcase who you are as a company. Surely you’ve seen videos of dogs on skateboards, gym memes, or 17 ways you know you’re obsessed with chicken nuggets. For a personal Facebook page, this is not necessarily a bad thing. But as a business, you want to stand out on the newsfeed while remaining relevant.
You want to remind your fans why they have done business with you in the past, and/or why they should do business with you again in the future. Nine times out of ten, viral content is not pertinent to your business. If it is, share away, but make sure it is truly relevant to your brand, or a national event first.
Here comes the tricky part—viral content may be getting your page a lot of good engagement. But before you get too excited, think about why those users are engaging with your page. Is it because they are about to buy your product? Or is it because they think Grumpy Cat is funny?
Don’t Be One of These People at the Party – Be Yourself!
In the end, the point of a business Facebook page is to create more business. Social media doesn’t work like traditional advertising. Facebook provides an opportunity to showcase personality over time. This isn’t always easy! It involves thinking, developing, and some serious creativity. But don’t get discouraged!
Don’t be too formal or sales pitch-y. Don’t be socially awkward and be sure to post often and remind your customers why they liked your page in the first place! Finally, stand out, showcase a consistent personality, and post things that are both fun and relevant to your business.
Think about the cocktail party! Who would and wouldn’t you want to engage in conversation with? Or how about thinking of it this way – who would you like?