A1. As covered in the previous Q&A your social media policy should cover such eventualities. If the account and its content is in clear conflict with your business you can request that it is deleted or amended to suit the firm. If they refuse check your social media policy – it should offer the firm the option of dismissing staff who breach the rules however allow time for the matter to be resolved before taking hasty action. Very often staff are not aware of the commercial sensitivities and competitive issues involved in running a business. If the reason for concern is raised in a reasonable manner and time granted for any suitable action to be taken you should resolve most matters quickly and easily.
Where the firm has acted reasonably, there is a clear conflict and yet the staff member has refused to co-operate you would be entitled to take appropriate action.
You will require an up to date social media policy and evidence that staff have been made aware of the rules and consequences of any breach. If in doubt consult an appropriately experienced employment lawyer before taken direct action.
A. Video is an excellent medium for promoting your business but in my experience too few are using it to best effect. We have moved on from the simple written word and hyperlinks to an increasing use of images as a form of visual branding. Video moves the message on a stage further where both the impact of moving images and sound can exponentially increase the reach of your message.
There is therefore a growing role for video as an effective mechanism to promote your company and social media platforms can significantly increase the audience reach of such content. The video may be beautifully produced, excellently articulated and worded to aim at your key customers but simply uploading to your website will not deliver the audience it deserves.
Examples of video best practice;
Overall I would recommend experimenting with video but be careful not to damage the firm’s brand with an overly amateurish production. Smartphones are actually powerful enough to create good video footage but investing in sound enhancement equipment and editing software will be money well spent.
Experiment, see how they work measure results and decide on future investment. I’ve used several and the best so far has been Facebook. Facebook works for me because it provides access to a significant depth of demographic data which helps tailor campaigns. If you’re looking more to a B2B over a B2C campaign I would suggest LinkedIn but again tread very carefully before committing £££. I’ve had mixed results with LinkedIn and the jury is still most definitely out on whether it can deliver over time for a variety of prodct/ service offerings. Most LinkedIn users are acutely aware and wary of in platform advertising and promotions.
My advice is to treat any advertising expenditure on LinkedIn or other social platforms like that of TV, Radio or Press. You want a return on your investment you’re not simply investing in the channel hoping it might work.
On the upside I have found LinkedIn, Facebook and Twitter to be very supportive when issues have arisen. Now is a good time to experiment with this area of advertising as, (a) Not many are using the medium to advertise (b) The platforms are very keen for their ad propositions to work and ergo, happy to help and respond if it goes poorly.
Typically it’s the last thing considered but it is so important in deciding the demand for future investment and resource. Twitters own in app package is actually very good, Hootsuite can produce tailored reports LinkedIn is useful when looking at the tracking of post activity and e-mail apps such as MailChimp and Campaign Monitor also help. There’s the daddy of drilling into data,Google analytics but I’m not going to lie, it can be difficult to identify the specific data set that you need,
My advice, unless you have an analysis ninja to hand is to keep it simple and focus on the key metrics of engagement, brand profile, reviews, comments and ultimately client acquisition. Nothing simpler than asking a new client what brought them to you, where they heard of you and had they been aware of your social media accounts, if so which ones. Old fashioned? Yes Effective? Most definitely.
This concludes the four part Q&A social media management for professionals. If you have any questions not covered by this series of articles feel free to connect and ask me directly or comment below.