We’ve worked with countless businesses over the last few years,
to help them improve their online reputation and to help them grow and reach new clients. Social Media has become an increasingly important part of a businesses online presence, and an area that the vast majority of businesses seem to think they are comfortable and happy to use without guidance.
The problem is, that using social media for your business is vastly different from using it for your social life. In personal terms, you use sites like Twitter and Facebook to catch up with friends, share photos, gossip and find out about what’s going on in people’s lives. You don’t have a particular goal, or target to meet and can either share as much or as little as you’re comfortable with.
In business, whatever your line of work, your social media should be used to help you win more customers, to help solve your customers problems, or to spread the word about your business to potential new customers. Do you see a pattern here? Social Media for your business is part of your business marketing, and you shouldn’t go into it with any other attitude.
With that in mind, I’m continuously surprised at the number of supposedly professional businesses who make very basic mistakes with their social media presence. Mistakes that can undermine the hard work they’re putting in in the real world to grow their reputation and business, and can even damage their perception or put new customers off.
Here are some of the most common errors that I come across that you could easily fix to improve your reputation.
Broken Links From Your Website
Having links from your website back to your social media pages so that people can follow you is great – provided those links work! If you put in the wrong link to your social media pages then your visitors will be confronted with images like these.
You’ll have to hope that those people are keen enough to search for your pages so that they can find and follow you some other way – the chances of this are slim as most people have too short an attention span. Fix the problem by fixing those links!
No Profile Picture
There is no excuse for not having a profile picture. Having no profile picture suggests that you can’t be bothered to complete your details, or that you have something to hide. Even if you are actively using your account, having no profile image suggests otherwise. Given how easy it is to take a picture on your phone and upload it to social media it’s hard to justify not having an image even if your account is new – you can take an image and upload it within seconds. If you have a business account, then you don’t even have to have a picture of yourself – you could use the business logo. Using a logo or image gives your business an identifiable “face”. It means that your customers and prospects know that there is someone behind the brand.
As a business, in order to grow you need to consistently attract new followers. Those new followers over time could turn into leads, referrals or clients. If, like this company on the right, you have a protected account it means that people can’t follow you unless you approve them first. It might seem like a small step to take, but it puts a lot of people off. Ask yourself what you are hiding by keeping your tweets private? If something needs to be private then there is probably a better way to deliver it than via Twitter. Do your business a favour and make your Twitter account public.
Profile Instead of a Page
Businesses should have a dedicated Facebook page. A page is different to a profile that you will have for yourself. The image below shows a business with a personal profile page, which is actually against the Facebook terms of service. As a profile, you have friends meaning that you have to either request or approve someone to be friends with you. Pages have fans, meaning anyone can Like the page and follow the updates. Pages and profiles also have different permissions when it comes to interacting in Groups and promoting offers. Pages also give you access to useful stats and insights, whereas profiles don’t.
If you’re using a profile for you business, close it down and set up a genuine Business page.
For more tips and advice on how to manage your business’s social media presence then you can download my free guide, 49 exclusive social media tips for business.
What are your biggest bugbears that you’ve come across with business social media accounts? Let me know in the comments!