Let's Talk about *Rules on Social Media

* Rules or Guidelines really

As you are probably aware; social media has taken over! 

In the past 10 years; most businesses have a Facebook page, a blog, a Twitter account as well as presences on Instgram, Pinterest, photo sharing sites, have listed their companies on LinkedIn, have designed tabs, have mobile Apps, are in social networks and have inserted  social share buttons on all their marketing collateral.

While I don't really like using the word Rules; I have noticed that some corporations have just jumped into social media without preparing a policy, or a content strategy or have not trained their employees on how to respond to people on social media or how to handle customer service enquiries (or fails).

I also believe that we all have to tick the box to agree to each site's terms and conditions; but some of the terms and conditions are often ignored and leave a company/business without access to their account or having to deal with issues on various social networks.

So here's a list of Guidelines I use to train my clients on how to use social media wisely:

1. Set up a social media policy - here are many examples - http://socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources - use these to adjust a policy for your specific workplace

2. Discuss and set up social media guidelines for your employees - http://www.bluewiremedia.com.au/free-social-media-guidelines-template

3. Use a social media crisis plan and train your staff on how to handle a mishap - http://socialmediatoday.com/chrissyme/298509/five-social-media-must-haves-crisis

4. Decide why you are using social media in the first place - this will help with your strategy and your content - then set up a marketing/content strategy which suits your employees and workplace

5. Read each site's terms and conditions and adhere to their rules.

6. Choose your accounts - use the ones that your clients/customers/ industries are using such as Twitter, Facebook, a blog platform, Pinterest, Google+, YouTube but also look at using other sites such as photo sharing sites such as Pinterest, Flickr, Instgram  (Google for information about thousands of other sites you can use for your business)

7. Remember to start small! Each account has to be active and attended to (on a daily basis)

8. Who is going to be attending to each account? What is his/her responsibility?

9. The community manager (or person responsible) HAS to check each account at least twice a day (early mornings and evenings) to ensure that questions are answered, customer service enquiries have been attended to, inappropriate content (such as people posting pictures or spam comments) is removed AND ensure that you are engaging - i.e. thanking people for shares/ReTweets, liking a comment (on Facebook), sharing your pins, commenting or liking on Instagram or simply showing that you are present and listening to people.

10. Who makes executive decisions? If a manager/supervisor needs to confirm an action - a discussion has to take place around what to do if they are unavailable. You CANNOT leave something inappropriate on your social media account/s which could harm your brand.

11. Monitoring the account/s also has to take place over the weekends - who is responsible for weekend and after hours monitoring?

Now let's talk content:

1. Use your company site/blog to promote, share and spread user generated content directly from your brand.

2. Are you going to hire a copywriter or is there someone in-house who is prepared to write blog posts, updates, Tweets and source images, videos etc.?

3. Are you finding content from elsewhere and using it as inspiration? If yes, you HAVE to source links back to the original content.

4. Are you using images with your content (which is highly recommended)? Ensure that you link back to the original source or name the source (e.g source:CarrotCreative)

5. Prior to sharing any information online, check the link (on a laptop preferably to ensure that all the other content on the site itself is trustworthy)

6. Only share, link to and use links which are from trusted sources. Ensure that there is no inappropriate subject matter or adverts on the links you are sharing - generally when people click to open a link, they may view other content on the site - so check, check, check!

7. When ReTweeting information on Twitter - check the bio/profile, the Tweets, the name of the person whose links, quotes or information you're sharing with your followers BEFORE driving content. I cannot stress how vital it is to check, check, check! (The same goes for Pinterest AND Instagram)

8. Check that the sites/videos/images are secure and safe - I use Wot - http://www.mywot.com/ to check user ratings as well as Norton 360 and McAfee secure search for this purpose. 

9. Build trust with your followers/fans/peers when using, finding, promoting, sharing or driving content - the content you use is affiliated with your brand (So I repeat check, check, check!) The only way to build trust is by being active on social media accounts and building relationships with people.

10. Seek advice. Ask for help.
Enquire about training - this will benefit yourself, your brand and your employees. (We are all learning here, even me!)

And finally social media etiquette:

1. Google before you Tweet, post, blog or share. Check your resources and try to find the original source of any content you use - this will help you build trust with your peers.

2. Be nice - and if you can't than go for a walk, grab a cup of coffee, drink a glass of water - rather than responding inappropriately.

3. If you do not agree with something and you really want to Tweet, post or blog your viewpoint - think very carefully - is it necessary? Will it change anything? If you believe it will than disagree respectfully without launching a personal attack.

4. Be diplomatic. You don't have to agree with everything, like everything, choose to share everything - but build diplomatic relationships with others anyway.

5. Try not to constantly ask others to follow you, like you, ReTweet you, share your content - build a relationship and trust with your peers/fans/followers to build an organic sharing relationship instead (which takes time and effort)

6. Shout out, compliment, acknowledge good practices you see online and share people's pages, accounts and boards with others (if they provide value to you; they will provide value to your fans and followers as well!) - I am a huge fan of social good and this type of behaviour will make your day so much nicer!

7. Try not to constantly talk about your brand/business on your Facebook business page or Twitter account - use those sites to engage with others and exchange information. People love resources, tools, tips, case studies, guides etc. - share yours with them!

8. Use your business blog to inform, educate and talk about your business. Try to respond to comments and find other blogs in your industry to build relationship with other Bloggers. And attend a Blogging event (or any type of networking event) - they're fun and you will learn a lot!

9. Be kind. Answer queries, respond to comments, find answers and share information. When you see an opportunity to help someone else - take the chance!

10. Read everything you can; blog posts, news, updates, Tweets, case studies, surveys, white papers, eBooks, newsletters, manuals - the more you read - the more inspiration you will have to generate your own content.Here are some tips to finding content for your business - http://socialnetworkingandmarketing.blogspot.com.au/2013/07/content-content-content.html
11. Make use of visual content. Pinterest boards are a great way to access infographics, blog posts, tools and tips you can share across your social media profiles (just remember to check the links) and Instagram is also a great way to build a more personal connection with your clients (customers) - check EVERYTHING very carefully on Instagram.
12. Before you select a hashtag - check the hashtag carefully (by clicking on it and see where it leads) - make use of www.tagboard.com for hashtag search.

And lastly - Make your Own Path!

Because social media is global and embraces each unique individual; you can decide how you are going to use social media to represent yourself/your brand. You can be formal, chatty, a curator of information, a helpful sharer, a promoter of social media good, a brilliant sales person, a quiet observer, an industrious entrepreneur - there is no better set of tools to finding your own path as long as you are learning and having a bit of fun along the way.

 “Be authentic and organic. It can’t be forced or it won’t work. And most importantly, have fun.” - Richard Branson on social media

It is called social media - because it is encouraging people to embrace integrating business practices socially.

Where else really can you chat with your fans/followers, share ideas, information and resources while 'meeting' hundreds of people? (If someone knows the answer to this - feel free to tell me!)

However I am going to go back to the Rules and Guidelines - by adhering to each site/platform's rules and conditions you will build an online presence but more importantly you will build trust among your peers.

Each site should have a list of guidelines, terms and conditions or policies on a page - have a read through all of them!

source: http://thetechnologycoach.blogspot.com.au/2011/05/do-you-have-social-media-policy.html

7 ways to prevent Social Media Fails

There are many ways that a campaign, account, video, update, link, article, post, advert, small business or company can experience a social media #fail online.

Here are 7 approaches to help you and hopefully prevent your brand or business from experiencing a social media fail:

1. Social Media should be considered holistic. 

When setting up accounts/profiles, your social media should be consistent and in alignment with your business/company's policies and practices. 

Social media combines advertising, marketing, PR, writing, customer service and communications - approaching social media hoistically will be extremely rewarding.

2. Develop a 3/4 month social media marketing plan, this can be amended and adjusted accordingly. A plan throughout the year will help to set up your smm (social media marketing) strategy:

 -what is your message?

-what is your aim?

-who is your target market?

-what are your strategies?

-how much are you planning to spend on marketing and advertising (month by month)?

-which social media accounts and platforms you are going to use for your business and why?

-who is responsible for each account? 

-are you going to have an employee schedule?

-how will you monitor each account (or who)?

-what to focus on each month?

-do you have tech support?

-are you going to outsource,writers, designers, PR companies

I signed up for free and received marketing templates from VATrainingOnline, to start planning for 2012 - they are free, colourful and easy to use and share.

3. Every person, business and company should have a social media policy in place. The Department of Justice, Victoria has designed a policy and a video for their employees. 

A policy defines your code of conduct, your business practices, your responsibilities. 

You can protect your business and brand. 

Here is a free policy template that you can use to develop one of your own. 

Ideally, employees should read and sign the policy before using social media which represents their workplaces.

4. PR issues need to be discussed. 

Whether you hire a PR agency or you look at PR practices, knowing how to handle any crisis, having a crisis policy into place and knowing exactly how to act and deal with  a 'failure' will be extremely beneficial. 

Here are 10 steps to help recover from a 'fail'. 

Ogilvy has set up a slideshare on crisis management - don't overreact see a crisis as an opportunity.

5. Customer service, responding and monitoring is an essential part of social media. 

In fact, I think that customer service and social media go hand in hand.
People often use social media accounts to complain publicly and expect teams to handle them quickly and well. 

Most businesses/corporations need to align their customer service teams in the same way they handle email, telephone and written complaints and customer service training on social media should be an essential part of business practices.

Address the following:

Who will be handling enquiries and complaints?

What action will you take over weekends? 

Have you set up a feedback email or a number for complaints?

Have you set up alerts and notifications, so you can handle customer feedback in a reasonable time?

Here are 9 top brands who are embracing social customer care

Here are 26 tips to add and implement customer service as part of your social media strategy.

6. Look at and learn from #fails online.
Read up about social media fails and take the oppurtunity to learn from them to:
Listen to people online.

Set up alerts and notifications.
Monitor your accounts.
Track your brand and business online.
Respond to questions, feedback, complaints and enquiries (within reason).
Understand the terms and conditions of each social media account.

7. Consider research as an essential part of your social media.

Read blogs, forums, reviews and if you can, thank people for their positivity (via email).

Build advocates around your business and your brand. 

Take time to read about your industry and be aware of what is happening in your industry, this will benefit your content, your understanding, your expertise and ensure that you know exactly what is happening day by day online.
Set up RSS feeds, read articles and blog posts.
Track your industry and watch what is happening on Twitter.

   

8 easy ways to invest in social media

Social Media is an investment. And it is a long term investment.

"Don’t treat it as a stand alone function, but as an asset, and you’ll be glad you invested in it."  - Sean Clark.

Most small businesses and non profit organisations are not going to see quick results. And they are probably not going to see ROI. Social Media requires time, energy, effort and often this is very hard to measure by ROI alone.

Larger corporations and companies who make use of email marketing, social media campaigns and a campaign or video going viral will probably see instantaneous results - but this can fade and it is up to a marketing team (or agency) to plan and invest in social media on a regular basis.

Over the past few years, we have experienced changes in the online world. We are learning to plant fish where people are actually logging in and looking for fish and most people are using Facebook, Twitter, LinkedIn and YouTube. Thanks to Chris Brogan's eBook, Fish Where The Fish Are, he encourages the use of social and traditional marketing which will explain to you how to use sales and marketing tools to reach your audience online.

Once Google+ enables business profiles, there will be another platform to drive traffic and marketing.

Here are 8 simple ways you have to invest in social media over the long term:

1. Post often - at least once every working day. Whether it's a video, written content, an announcement, news, a launch or photos, blogs drive traffic to and from your website and to other social media accounts. Business blogs aid businesses, drives traffic and provides a communication tool. Every company no matter how big or small should have a blog.

2. Update often  - several times a week on Facebook. Make sure you respond to queries and build a relationship with people who have liked your page.

3. Tweet often - There is a limit of 250 times a day. Depending on the nature of your business, your style and voice, you can Tweet between 7- 100 times a day to help you drive your brand and business. Twitter acts as a global newspaper and often content gets lost. Try to use Twitter for sharing knowledge and for interacting with others; without constant marketing and promotion. Have a look at companies and brands you resonate with and follow their suit on Twitter.

5. Have a marketing strategy - plan for 3 - 6 months so you can plan campaigns, content, prizes, and giveaways. Keep adjusting the strategy every few months according to changes and needs. Have monthly meetings with the social media team (customer service or marketing team) to discuss changes online and new resources/ideas. Social Media is constantly changing.

6. Listen to your clients and customers -  monitor their responses, clicks and shares. Listen to what they want, answer their questions and plan or implement strategies to satisfy your advocates. Use surveys, questions, focus groups, emails, campaigns and email marketing to reach clients and customers.

7. Invest in training - Training provides the tools to assist with social learning, interaction and finding resources which fit the business, encourage social media in workplaces. Individuals (yourself, staff or team) will learn from each other and interact with each other. Social Media and Social Learning go hand in hand, it increases productivity, aids curiosity and understanding. Individuals who work in an environment which encourages social learning; find that they are more invested in the company or business. Talk to your staff; they are dealing with clients and customers in a myriad of ways from the receptionist, to customer service teams to the marketing team themselves. Your workplace will be able to understand clients/customers wants and needs via their emails and interaction with your business.

8. Engage  - thank people, answer people who reply or like or comment. They have made the effort to be in contact with your business and whether they are in need of assistance, customer service or advice; the more you interact; the more likely they will return.

Here are some basic best practices for social media success.

I would like to emphasise that social media is long term. People are seeking information online and are building long term relationships with brands.

These 8 basic steps will enable you and your business/company to invest in social media for the long haul. Most of these steps have to be taken everyday with regular meetings, reviews on a monthly (6 weeks, or bi monthly) basis. 

Whether you work for yourself or for a giant corporation, by making a long term investment in social media; these 8 steps will give you results.

January

January is the time to plan events and the marketing for the next 6 months.

What events are you interested in attending this year?

Do you want to met other marketers and networkers? Or pursue some of your interests to meet like minded people to benefit/market/promote your business in a social setting and possibly get some ideas. 

Try Eventbrite or stickytickets. You can attend events or even host your own event and share events on social media sites. 

Ignite Sydney will be held on the 10th February. If you would like to present a topic, they are calling for topic submission.

Last years' topics included shopping, technology, project management, science, life, hacking and improvisation as well giving attendees and presenters an excellent opportunity to network.

Social Media is all about integrating social media strategies and using them alongside traditional marketing to build your business, brand and online presence.

This year is all about building a community, writing content and using marketing tools and strategies both on and offline to benefit your business.