Written for the Society of Technological Advancement of (Court) Reporting’s STARdotSTAR Publication- December 2013; http://www.staronline.org/
By: Angie Ballman Punton
Understanding that you may be getting sick and tired of hearing the words “social media,” I am compelled to press on. Because even though the shine may have worn off the novelty of it all, social media is no joke. It remains the most powerful FREE way to position and brand yourself and your firm in our marketplace. Powerful and free are both good, right? Shall we press on?
You set up your company Facebook page and Twitter accounts back in the day when it was cutting edge. Very good. Let’s talk about what you’ve been posting.
While there is no Right and Wrong Bible with regard to content, there are a few universally acknowledged faux pas. Let’s make sure your content is not falling prey to the same.
Angie’s List of Social Media Sins:
You joined Twitter in October 2011, tweeted twice, and now you can’t even remember your password. If you can’t commit to posting consistently, consider deleting dormant social media accounts. Because when you click on a profile that hasn’t been updated in weeks, let alone months, and God forbid years, you’ve taken the value of that presence just about down to zero. Why bother having a site that actually presents your brand in a negative light? You’re better off not having one than having a social media site that is woefully inactive.
The sin that is the exact opposite of the one listed above is almost as egregious–too much of a good thing. Yes, there is such a thing. Posting multiple times a day, no matter what the content, can lead to glazed eyes that gloss over your name just from sheer volume. It’s like being in a roomful of interesting people but one person is doing all the talking. At some point it becomes boring, if not annoying. Watch your analytical tools to gauge whether the sin of inundation is impacting your followers.
Lack of Focus
Remember that everything you post, whether on Twitter, Facebook or LinkedIn, is conveying your brand. Go back to your last ten posts. What were your messages? How many different messages are you conveying? Are you focused, or all over the place? It’s never too late to shift this and make your messaging more focused, purposeful and strategic.
“Did you know Paradigm offers videoconferencing suites for depositions?” Let’s be honest… no one is going to “LIKE” that status on Facebook. Your website is for generic, albeit necessary, information; your Facebook and Twitter accounts are NOT. Boring self-promotion is a great way to get your firm “ignored” in newsfeeds.
Unrecognizable Names & Faces
Reposting a poignant, relevant article by someone outside your organization is fine. But you know what would be better? Writing your own article sharing your expertise and experiences. People like to see themselves and folks they know or at least recognize. Those are the posts that will get LIKED or reposted, which leverages the power of social media and creates SEO for your firm. Again, your analytics will reflect this. See how many more LIKES and retweets you’ll get when you post fresh content versus reposting or retweeting someone else’s words and pictures.