Social Media: It’s Time for a Check-Up

It takes more than just a website to get noticed.  Make time to review your social media profiles and practices to get the most out of your internet presence.

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Let’s face it, as a construction and design professional social media is not a number one priority. As we are inundated with information on analytics and methods for tracking progress and reach, for most businesses social media becomes a full-time job or even a full department. So how does an industry professional go about stepping in the waters of social media without taking on the overhead associated with an additional full-time employee? Although it may not be a primary priority, social media should be an integral part of your marketing strategy. When your latest HBW lead wants to know more about your business and current projects, you will want to make sure that:

  1. They can find you online.
  2. They can see that you are experienced and active in the industry.

Here is an easy 7-point check-up for your current or future social media efforts:

  1. Choose a Network(s) – There is an array of social networks from which to choose. Instagram is a great place to exhibit your latest remodel or new construction project, while Twitter is a fast and furious way to get updates out in a flash. When choosing your networks, make sure they are a good platform for both your message and reaching your audience. LinkedIn is great for B2B, but to be effective, an update on LinkedIn will require more details in a post than an Instagram snapshot.
  2. Schedule Posts – Between construction deadlines, constant emails and phone calls, it is easy for an active account to become inactive quickly. Before you know it, a month or two will pass and your fresh content has become old seemingly overnight. For this reason, it is important to manage a publishing calendar. Try to schedule posts for a given month ahead of time.  FaceBook has an easy “scheduler” built-in, and there are a myriad of social media management tools designed specifically for this purpose, which brings us to #3…
  3. Use Your Tools – At some point, if not already, you will have several profiles. To save time, use a tool for managing multiple accounts. Apps like HootSuite and Buffer enable you to schedule and post across several platforms simultaneously.   Although it may take a little time to get accustomed to these tools, they are fairly user-friendly and are ultimately designed to save you time in the long run.
  4. Be Safe – Safety has many levels in social media. To start with the most basic of safety guidelines, make sure your settings are geared up to meet your ability to filter and respond to comments. How much information would you like to have public or private? Do you want visitors to have the ability to post on your “wall”?  If so, think about having them filter through your administrator before becoming public.  If you want your guests to be able to rate your business, remember that this will also leave you open to the good, the bad and the ugly of rating systems.
  5. Get Social – This is social media after all. Don’t be afraid to interact and have conversations with new followers. Respond to comments and feedback in a timely manner, as well as new messages and followers.  On Twitter, it is easy to share information from your followers with a simple RT (Retweet) and thank and recognize the latest additions to your network.  Your content should be engaging; engaging content invites feedback and interaction.  Surveys and contests are a couple of ways to spark conversations, but you will need to build upon those initial interactions to make them valuable.  Offer useful information that your HBW leads and clients would be interested in reading.  For example, if your recent work includes a number of kitchen remodels, provide tips for maintaining granite countertops or getting the most out of tile floors.
  6. Know Your Voice – Be consistent in your brand and message. Too often, a business will have a multitude of employees accessing the company’s social pages with the hope of increasing activity; this can lead to inconsistencies and duplication. No matter who manages your profiles, he/she should have a strong understanding of your brand, audience and voice.  The language and level of communication should be consistent throughout, and more importantly, information, design and content should be in sync across all media from your website and social pages to literature and advertisements.
  7. Link Up – Active social pages are a great way to boost SEO and expand your reach. Make sure your website and social profiles all contain links to each other. If you have partner sites or other businesses that you work with on an exclusive or frequent basis, you may want to consider sharing links on each other’s websites.  Don’t forget about publications, business cards, brochures and flyers; invite followers and inform readers about how and where they can find you.

Once you have given your social media profiles a thorough review and “check-up”, you will be on your way to healthier social media marketing campaign.  And remember… An ounce of prevention is worth a pound of cure, so be proactive in maintaining your profiles for a strong and healthy internet presence.

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