6 Things Business Owners Should NOT Do On Social Media
Look around the Internet and you’re sure to find plenty of tips on how to master social media. There’s a good reason. Many entrepreneurs have used social media to launch incredibly successful business careers in ways that wouldn’t have been possible a generation ago. Yet, this new media is also a fickle critter that can turn on you if you’re not careful. In the last of our series on social media, we’ll turn our attention to what NOT to do when it comes to using this powerful tool.
Don’t try to be everywhere. Social media is a broad term that encompasses a lot of different types of media. Not every one of them is going to be right for your business. Just because you feel you have to have a strong social media presence, doesn’t mean you should be everywhere. Social media can be time consuming and you’ll find yourself spread too thinly. Instead concentrate on the social media platform you’re most comfortable with and the ones your ideal demographic is most likely to be on.
Listen as well as talk. You probably didn’t get on social media just to make friends. You got on to pitch your product to potential customers. Why waste your time with anything else? The simple answer is because no one likes the bore that goes on and on about themselves. People want an interactive conversation. They want to be spoken to, not at. Social media is a two-way street that allows you to talk to potential customers in ways you couldn’t before, but to make that conversation work you need to listen as well.
Don’t use other’s content or photos without permission. It should go without saying that you don’t want to steal someone's materials. However some of the laws surrounding what’s free to use and what’s copyrighted can be confusing. Always ask yourself whether you have the rights to an article, or particularly a photo, since the rights to photos in the U.S. are rather restrictive. When in doubt don’t use the material no matter how awesome it seems. It’s often more trouble than it’s worth.
Don’t ignore customer complaints. Despite your best efforts, not every interaction with your potential customers will go according to plan, and not every customer will express their dissatisfaction in a polite manner. When this happens, it’s important to respond quickly. The customer feels they have been wronged and things will only get worse if those grievances (real or perceived) are allowed to fester. What’s even more important is to maintain your composure during these sometimes tense interactions, which leads us into our next section…
Don’t forget that everything you post represents you and your business. It may be tempting to post some off-the-wall remark or attempted bit of humor. Be careful. While we’ve urged you to use social media to show your human side, there’s often a fine line you have to walk. Always consider what you say before you post it. It’s a lot easier than desperately trying to take it back. A good rule of thumb is if you have to think about it then you probably shouldn’t post it. Be nice.
Don’t engage if you don’t have the passion for it. Social media is not for everyone, and not every business needs a dominating social media presence to be successful. It takes commitment and a bit of flair to make it work. If your heart’s not in it, it will show. If you hate social media but grudgingly realize that an online presence is essential, why not consider letting someone else do it? Have a friend or employee take over those duties or hire the job to an outside source.
With a strong social media presence you really can compete with the big boys in their shiny corporate offices. Just keep this list of DON’Ts in mind and you’ll be sitting pretty before too long.