Some tips to keep in mind when developing a blog:
- Good strong informational content is a must.
- If you are using ghostwriters, make sure they know the security industry well enough to write intelligently about it.
- Use photos and video whenever possible. This makes your content more appealing and more likely to be read.
The B2C Facebook we started for this company began with about 50 "likes" for the page. They used to be called "fans," but some Facebook users objected, saying it was too strong of a word. And you have to admit liking something is a little more non- committal than being a fan. As you would imagine, our original 50 "likes" were comprised mainly of employees, vendors and others with a strong relationship to the company. Our goal was to grow interest in the page, increase its 'likes" and brand awareness and ultimately increase sales. We did that by posting interesting related content to the page.
Every company Facebook page needs a focus or theme. For our consumer security audience, we stayed with the topics of home and personal safety and security. The majority of our content was informative and non-commercial but we did slip in some more commercial material using fun and interesting Facebook posts. We found that in the Facebook world people like to interact, so we often asked simple, quick and easy-to-answer questions. The point was to have fun, be entertaining and informative. We found interesting home safety and security material on the web and posted it with links to articles or videos. For example, we would post a link to a video piece about home burglars being caught on camera.
By the end of our first year we had more than 10,000 "likes" on the page. One of our most successful campaigns was during the December holidays when we allowed Facebook users to come to the page and vote for one of three charities. We had $10,000 to give away and we gave it to the charities based on the percentage of votes they each received. This campaign was a great success. It increased "likes" and impressions substantially. Once again it gave people a way to interact with the page and let them feel like they were part of the holiday-giving process.
Some tips for a Facebook page:
- Let people interact with your page by asking them questions and encouraging participation.
- Keep posts short and informative.
- Do not ignore questions and complaints on Facebook. Make sure that you respond to everyone publicly when possible.
- Posting once or twice a day is plenty and some big name companies post only three or four times a week. Too many postings can annoy people and cost you "likes."
For this part of the social media campaign we developed three Twitter accounts. One was for the B2C community, one general one for the B2B market and a third for a specific niche market where our client had expertise and wanted to participate in and lead the online conversation.
The theme for the B2C account was similar to the Facebook B2C page. We stayed with security and safety tips and advice, but we also re-tweeted and talked to people on Twitter. When we got complaints about services or products we would quickly ask people to direct message us with their contact information, so that we could have a customer service representative contact them to resolve the situation.
For the B2B Twitter account we tried to be as informative as possible by not only tweeting about company news, but also industry news and events. We re-tweeted other security-related accounts and started conversations with them. The goal was to provide information that was valuable and worthy of a re-tweet. Again we were building brand awareness, but at the same time we were also showing the company's expertise and industry leadership.
Tips for using Twitter:
- Be informative – don't just talk about your company.
- Keep your tweets short enough that others can retweet them.
- Talk with people, ask questions and answer customer questions and complaints.
- Link tweets to company articles, blogs and events.
- Use hash tags (#) to help filter content and reach the right audience.
- Again, there is a fine line between too many tweets and not enough. If you have something to say tweeting is fine. If not, save the Twitter chatter for when you do.