Did you hear about the Secret Service tweet on May 18th that read, “Had to monitor Fox for a story. Can’t. Deal. With. The. Blathering.” Unfortunately this isn’t the only mistake large corporations have made when they allow employees access to business social media accounts. This leads any business owner to ask the question: can you outsource social media content writing?
The good news is for every mistake we hear thousands upon thousands of tweets or postings go out without a hitch. Businesses are catching onto the social media craze with both hands and usually, it is a very good thing. For the small business owner, social media is a necessary marketing component but can be a lot to take on. Social media has leveled the playing field for small businesses. Unfortunately, it takes a whole lot of effort to take advantage of this great opportunity.
Here are a few steps you can take to insure that mistakes like the one mentioned above doesn’t happen to your company:
Make a Calendar for your Social Media Content Writing
Whether you have a new blog post or a brand new product launch you want to make sure to schedule tweets, postings and other social media components to couch your very important news. Let’s deal with Twitter specifically as I find that to be the most useful tool for small business social media.
Plan Your Tweeting
I am the first person to bulk at automation. I am in constant fear that if I automate I will lose the precious connection I have with my clients. I want people to know that they can connect with me and not an automated response. However, automation isn’t all bad when it comes to Twitter, as long as it is done in moderation. Your audience won’t be sitting at their desk reading Twitter all day long, so a couple scheduled tweets to remind them of a new product or new post is okay. As long as the automation stays below 20% of your tweets you should be okay.
Planning your tweeting also means planning your interaction. Set aside time throughout your day to chat with your followers. Just 10-15 minutes 2-3 times a day can make your followers feel loved and will show them you are not simply an automated feed.
Lastly, you need to schedule time to check on your tweets. This is especially important if you share your Twitter with other members of your organization. The Secret Service has a PR department that dealt with their bad tweet quickly and efficiently. For those of us that don’t, be proactive about dealing with how your feed is doing.
Agree on Voice
The next important step to protecting your company from Twitter shame is to have a set voice for all your social media conversations. Consider if the business account should be friendly or more professional. Give as many guidelines as you can. As a content writing service we use a voice document all the time to understand our clients. One question you should consider is “what three adjectives would you like your clients to say about you” and conversely “what three adjectives would you hope your clients never say about you.” This will give you and your partners a better grasp of the image you want to convey in your social media content.
Assign a Manager
Small business owners tend to wear a lot of hats, if you have the payroll to have a social media manager than by all means do so. If it is simply an added duty of one of your team member that is okay. Just make sure that one single person is the gate between your social media and your clients. And if that person isn’t you, remember the saying “trust, but confirm.”
So we return to the question: can you outsource your social media content writing? The answer is a resounding yes. The key to a successful rather than shameful social media campaign is a little strategy and a lot of planning. Good luck!
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