3 Must-Know Basics to Managing Your Company’s Social Media

Social media — obtain it right as well as your company can soar to viral internet fame. Fail as well as your brand could languish in obscurity. To greatly help crack the code to an ideal social media messaging mix we spoke with three savvy business leaders whose passion for social media comes through loud and clear on the Twitter, Facebook and Instagram pages.

Listed below are their top three ideas to master the fundamentals of social media:

1. Deposit the megaphone and listen. "A whole lot of entrepreneurs fail [with social media] because they’re talking at people," says Dave Brown, director of digital technique for New York-based experiential marketing agency MKG, whose clients include NBC Universal and Evian.

"Put the megaphone down and listen, join conversations organically. Let them see your passion for everything you do," he says. Brown knows how get potential customers to become listed on the conversation, at his previous position as social media specialist for Etsy, he increased unique visits on Etsy’s social platforms by a lot more than 200 percent.

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One method to start the conversation is to supply something of value to your visitors and fans. "Constantly be sure what you’re broadcasting is meaningful and highly relevant to people’s lives," Brown suggests. For instance, Evian posts inspiring quotes on its Facebook page for “Motivation Mondays” to greatly help fans start the week off right.

2. Don’t allow your intern handle your social media. You may well be busy, nevertheless, you can’t afford never to know what’s being said by your brand. Geoff Alexander, president of Wow Bao, an Asian steamed-bun franchise, oversees most of his company’s social media, no tweet is out without him seeing it first. He says social media may be the last thing a business proprietor should quit because nobody knows the business like its owner.

Take, for instance, Celebrity Boutique, the web retailer that tweeted in regards to a Kim Kardashian-inspired dress called the “Aurora” through the Aurora, Colorado massacre in July 2012. The business deleted the tweet and apologized, however the damage was done.

"If [a company] pushes social media to an entry-level employee, it certainly undermines the importance," says Dan Kim, founder and chief concept officer of Dallas-based Red Mango, a top-rated frozen yogurt franchise, has generated a following greater than 700,000 Facebook fans and 1.7 million Twitter followers (on his personal page) without national advertising.

"[You’re] turning over the brand’s reputation to somebody who knows nothing about any of it." If a television reporter really wants to interview the business, you’d send the CEO. The same applies to social media. In the event that you absolutely can’t make time for social media, ensure you find someone you trust that knows your brand inside and out and how exactly to represent it over social media.

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3. Find your sweet spot. Choosing the best social media strategy could be daunting. Alexander shows that companies pick one medium they feel safe with to start, and become patient because they find their voice.

Brown suggests entrepreneurs ask themselves these questions: What’s your goal? In the event that you hit 1,000 followers, then what? Who’s your marketplace? "There is no specific number [of posts] to push out a day. It’s about finding your groove," Brown says.

The best thing about social media is you can pivot anytime, and experiment to learn what is most effective for your business. Kim agrees, noting that companies often "overthink social media and so are afraid of it. [Social media] is a fresh method of communicating and enjoying content. Don’t hesitate of it.”

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