So you have decided to succumb to the new marketing tool that is social media. Well done, the likes of Linkedin, Facebook and Twitter will surely boost your online presence and marketing potential, but only if used correctly.
When scrolling through the homepages of these social media sites you are sure to find some shockers, a lot of ‘selfies’ and various mind-numbing articles about things that you as a potential customer, employee, or client simply don’t care about. But the question is, how do you find the balance between fun and serious? It can appear to be an impossible task, as you need to somehow please everyone.
Every social media post and blog has a secret; an ulterior motive if you will. It is not to entertain the readers, or even to sell them a product. The whole point of social media within the business world is to communicate a number of brand messages. There has to be a balance across all the topics and key messages you want to convey. So, say you have five key messages then the balance would be 20/20/20/20/20. It’s as simple as that! These can be a mixture of fun and serious posts, but you have to make sure they are done well in order to show off your brand effectively.
Your Fun Posts
The purpose of a fun post is to show your human side, to put a personality into what can otherwise appear as cold and unrelatable. But if you’re going to delve into the world of ‘fun’ posts, don’t be boring about it. It sounds obvious, but it is much more difficult than it sounds. When you are writing a fun post it helps if it is actually funny. Your followers don’t need to spend their working day going through their news feed and finding pictures of what you had for breakfast, it does not help your professional appearance. This does not however, mean that you should completely stay away from the craze that is uploading pictures of food/drink. When you do post a picture of something eatable, decorate the scene with some work you are currently doing, place some files next to a cup of coffee to show that you are working hard! In doing this you are displaying a human side to your brand, whilst maintaining professional boundaries. A ‘selfie’ certainly isn’t allowed.
Your Serious Posts
It is in these posts that you want to demonstrate your expertise in your chosen field. Most will think, well if I give away my knowledge then no one will use me if they can do it themselves. This is not true; displaying your knowledge will let people know that you are good at what you do. One of your main messages could be to show off how much you know about a certain subject, giving a snippet of information can do a world of good. This is especially true on social media sites like Linkedin that are built specifically for the working world. Therefore, post links to articles that will be of interest, ones that you agree with. Or, in order to create more traffic to your website, post links to blogs you have written on your website to your social media channels, the more who read, the better!
Creating the balance need not be as difficult as you think, just make sure to post the right things in the right places, and mix it up a bit. This will keep everyone happy and ensure that more people know who you are and what you do, and at the end of the day that is what it is all about, getting your brand message out there!