Brick and Mortar Marketing – Keep Your Social Media Positive

FB_Logo_webSocial media can be a great help for your brick and mortar marketing. It gives you a quick and direct link to your customers and helps you find new ones. But done poorly, it can be more negative than positive for your company’s image. Here are a few of the most common mistakes and how you can avoid them.

Slow Response

Social media can work well to help establish your good reputation but it can also destroy it. It’s a platform where your customers have a voice – which they should have. But if one of them is unhappy with your products, services or practices, they can publish their complaint so that everyone sees.

Here is where you can shine; it’s social media’s great business advantage. You will not please all of your customers, but it’s how you respond that can make or break you. If you respond too slowly or in a negative way, everyone will see it… and if you have created good will with that customer, everyone will also see that. And you really can’t get a better referral than that. So monitoring your social media sites is a 24/7 responsibility and when a negative comment comes up, see how quickly you can turn it positive.

Responding the Wrong Way

You can easily turn a slight bump in the road into a complete negative by being negative yourself. If someone is rude or insulting, we may be tempted to respond negatively or be defensive… DON’T! Even if the comment is completely out of line, a negative response makes your business look bad. As I mentioned above, your response should always be positive and constructive.

You’ve probably noticed that you can often simply delete comments that you don’t like (if it is on a site you control). This can actually be more unfortunate. This tells people who saw the comment before it was deleted that you are afraid to deal with problems in your business and looks very bad. Only delete comments that are obscene, spammy, or excessively rude.

Selling, Selling and Selling

While the overall purpose of your social media presence is to boost your business, one of the biggest mistakes businesses make is to overly self-promote. If you do this, you’re misunderstanding the real purpose of social media. Your customers are there to socialize, meet people, and share common interests. They’re not interested in being marketed to. If you blatantly promote your business too much, you’ll lose them. You also risk having people complain to the whole world about your social media tactics. Instead, think of social media as a way to build a stronger connection between your business and your customers.

The Wrong Spokesperson

To handle all of your social media tasks and maintenance, you should assign someone from your company to be the manager. Try to choose someone who is positive and social media savvy. Keep in mind that one of the deadliest mistakes you can make is assigning a negative person to this post (but then again, if they are that negative why do they still work for you?). The wrong person is someone who might make the job too personal, talking about himself too much, or might make political, religious or other touchy comments. Your social media manager should know that his or her job is to represent the company in a positive way, and that’s all.

Social Media Disaster Prevention

The key to managing social media effectively is to have a solid plan. Long before someone makes a negative comment, make sure that you know exactly how you plan to handle it. Talk to everyone in your company who is involved in social media and make sure they understand the protocols and rules… be positive they will be positive.


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