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Managing Your Social Media Networks, Page 4


We scan messages. We don’t read them.  If you don’t believe this, test yourself.

  • Don’t make the user spend time trying to figure out what you are saying.
  • Practice writing in headlines.  Twitter is good practice because you are limited to 140 characters.
  • Never cover more than one subject per message. 
  •  Use bullet points if your message has more than one part. 
  •  Understand the value of time for your customers – don’t post tweets or posts that are a waste of time.   
  •  Know your audience.
  • Know your goal.
  • Responses should always reflect the values of your company 
  •  Listen to everybody.
  • Monitor your sites consistently.
  • Give prompt feedback.
  • Thank people for their input.
  • Respond to positive/negative comments within 24 hours or less.
  • Always be courteous and respectful with your comments.
  •  Removal of info can backfire – let people know why you have deleted their post.
  • Engage your customers with good information. Provide value – good offers and deals like daily markdowns, incentives to visit your store or website. 
  •  Keep your customers “in the know” with information about products and services.
  • Provide information “from the experts."
  •  Make it easy to link to your website.
  •  Be sure all of your links work properly – double check your links.
  •  Have your happy employees post on your wall why they love working for your company.
  •  Make sure your comments are professional, up-to-date, grammatically correct
  • Provide good, interesting information
  • Try new things – contests and ways to deliver value and engage your customers like answer a question and win a prize.
  •    Look at what the big companies are doing.  Check out their Facebook sites, tweets and YouTube posts and see what you can adapt to your site.


  • Use to compress links on Twitter.
  •   Provide a direct link to your website on Twitter.
  •  Share links you think your customers would like.
  •  Tweet consistently and very frequently.  Don’t use pre-programmed Tweets.
  •  If you have a product or service that can benefit from video – like knitting where you can show how to do the different stitches, put demonstrations up on YouTube.


Note: Appeals that work exceptionally well on social networks are those based on values likely to be enjoyed and passed on to others. Example: cause marketing with appeals to connect with and help others as with the Haiti disaster. People shared a goal based on a value of helping others. People wanted to be a part of the relief effort, felt good about what they were doing, and passed on information to others.  The result – millions of dollars donated via mobile text in denominations of $10.


Create and post your social media guidelines

When you create and send a message via traditional media, you control the message. When you send your message and invite recipients to post comments -- and pass to other sites -- you lose control.  It’s like the old game of gossip.  Each person on the chain interprets the message a little differently, with the effect of morphing your original message into something that may be entirely different than you intended.  This could be a good thing, or not. 

When we have positive experiences, we tell one to three people.  When we have negative experiences, we are likely to tell up to 10 people.


Before you start, establish your message guidelines and publish them on your site.

Remember that posts are printable, memorable, permanent documents.


Guideline Examples: 

XYZ Company does not tolerate offensive photographs or language on our site.  We will delete your message if this occurs. We will respond to your posts within normal business hours.


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