July
11,
2017
Do Business People Know
The Best Way To Post On Facebook And Twitter?
By Mike Hampson, owner,
Helicopter Links.
(San
Diego, California, USA): Anyone can
sit down and post things on
Facebook and Twitter. This means there's a full
range of social media posts from people not posting
anything at all, to the threatening people's lives
ands the bizarre. However, what
about for business? Should a business use the same
method that private individuals use to post items?
In my book, the answer is no. Social media posts
for
businesses should not be taken lightly, albeit for
businesses,
social
media
can be
used
to post lighthearted to serious items.
Is there
is a better way to communicate on social media
for business? I say yes. Why? Because if the business
offers a high quality products, then shouldn't their
social media posts have a professional
look and feel to their posts
as well?
How is this done? For starters...
- I think that understanding we are
living in a global world connected by the internet,
is the first step to making better social media
posts.
- Therefore, businesses
need to develop their own their own social media
posting standards to ensure that each post has
clear and concise communication.
- Businesses also need to plan their posts on
an annual basis.
- Do you want your company's social
media posts to appear to be an after thought or
trivial? Or
maybe more on point, ARE your social media posts
an after thought and does the person responsible
for posting social media posts feel their task
is trivial task and is taking
time
out of
the day
from
their
other business responsibilities?
- If your company provides a well-made
quality product but your social media posts are
lacking
in professionalism and if your posts are not made
on a regular basis, this reflects poorly on your
business.
- Maybe your products are not as high
quality as the business claims they are. Or
it might seem this way to your social media followers.
Why is does this article seem so serious
about
"social media?" What's the big deal? There
are several reasons.
- Social media is self-publishing
and your company can control the entire message
of your posts without the interference from media
editors and writers.
- Social media is about communicating
directly to your customers and potential customers.
- You have complete control whether
your company is going to provide clear communication
to your
social media followers or not.
- Your social
media posts are being seen your customers, former
customers, potential customers, your competition,
the media, a person whose never heard of your
company, stock owners (maybe?), your CEO, your
own employees, suppliers, the rest of your industry
and fans of your business? Is is it important
how others see your business?
- Social media is another face of
your company.
It's also like that
saying, "Anyone
can play baseball but only a few can play it
well." Does
your business provide goods and services off
the cuff? No? Are your products and services
planned with excruciating detail and care? Yes?
Then why would any business or organization think
that
Facebook
and
Twitter
posts
can be written off the
cuff, with little to no thought going into their
posts?
I
want to immediately start to ask several questions
to see if I can challenge you to
see if the way you post on Facebook and/or Twitter
needs to be adjusted. This
list
below is just for starters.
- How many countries are in the world?
The answer is at the 3rd bullet
point down. Do you think it's possible that many
of your social
media
followers
are not from your own country?
- If
you are a multi-million or multi-billion dollar
company, do you think that everyone of your
social media
followers
knows the city, state/provence and country of
your head office? Hint: The answer is a big
no.
- According
to some websites, there are 196 countries in
the world. (Reminder: If you
didn't look up the number of countries in
the world in Google
before
you got to this third bullet point, you
could have looked it up!)
- Also, people live in territories,
islands and ships. Not everyone in the world
lives in on a major continent.
- Now that you know there are about
196 countries in the world (and that people live
on ships, islands and territories)
do
you think it might
be helpful to start your social
media posts with the country of the origin
of the post?
- How many languages are spoken
around the world? The answer is in the next bullet
point. Do
you think some of your social media followers
might
not
speak your own language as their first language?
Why is this important? If you use slang or regional
phrases, your social media followers might not
understand what you are posting. (Hint: This
might translate into less Facebook "Shares" and/or
Twitter "retweets.")
- One website states there are 6,909 distinct
languages in the world today. Another website
states there are about 100 languages
which
have 7 or more million people speaking these
100 languages. (Example, as of 2010: Mandarin
Chinese
has about 955 million speakers, Spanish
is spoken by 405 million, English is spoken by
360
million,
Hindi is spoken by 310 million, and etcetera.)
- When a person posts something on
social media and 1) uses an acronym in your industry
without defining it, 2) uses an abbreviated
word, 3) uses slang, or 4) uses a regional
a phrase known only to people in a certain
country - do you think that
miscommunication
could possibly occur?
- Why is understanding that not everyone
speaks your language with your own local phrases
and slang important to be aware of? Because when
a user sees a Facebook or Twitter post in another
language,
they typically have the option on Facebook and
Twitter to translate the post. If we are aware
that people, every day, are
translating
our social media posts, maybe we'll make an effort
to use easy to understand language which will
translate well.
- I feel that some people
don't even recognize that we are using COMPUTERS. Is
it better to type "HFI" because
you are so proud that you were able to make
an acronym for
your
organization and damn-it-all, you will now use
that acronym in every instance as possible,
to prove how clever you are? Or do you think
that
when
a social
media
user
sees
"HFI," they
will immediately become bored because they have
no idea what "HFI" which
in reality means that you'll have
few if any "likes", "shares," or "
retweets."
Which
is more important? Your ego or clear and concise
communication? We can simply type out Helicopter
Foundation International. It's that easy!
Just a few extra key strokes. We are NOT typing
on typewriters and trying to save paper, we
are
using computers and posting things on social
media, websites and sending emails. There are
few spacing limitations when using the internet,
social media and computers.
I
hope I have you thinking.
Before
social media do
you know how information was distributed
to the public
and
to customers? It was only through a limited
number of ways which include media outlets such
as newspapers, TV, radio, magazines, company newsletters,
company events, trade shows, catalogs,
mailing lists, business flyers, websites, email
blasts, sales people, customer service and books.
YouTube was started in 2005, and Facebook
and Twitter became available to the public in 2006.
That's how new social media is.
Of course, before the mid-1990s,
the internet, for the general public did
not exist and hence email and websites did not exist.
It was extremely difficult
to find information about a company or industry,
unless you were an active buyer or employee in that
company or industry.
Before social media, if a helicopter
manufacturer was to announce a new helicopter
or the first
test flight of a
helicopter, that company would first tell
it's employees and then send a press release
to helicopter magazines. The media could ask questions
and write an article. The general public would
need to wait until the helicopter
magazine was delivered or find out the information
at a helicopter trade show.
However, now with
social
media, companies can post something on
social media before they even alert the media!
It doesn't seem quite fair to the media, does
it?
But communication has changed, social media has
opened a pandora's box.
Today, I think many of us might
need to be reminded that those of us who have
access to computers and to the internet are extremely
fortunate. I think it's very easy to forget there
are still billions of people (at this time, our
world has over 7 billion people), who don't have
access to computers and the internet.
In
my opinion, a company's marketing department
needs to be well coordinated with a
good dash
of finesse, good timing and excellent communication
skills to make social media work well for
all parties involved, from customers, to the
media, the industry and its employees.
In addition, before social media,
if a customer wanted to complain to a company,
the only option
was
to call the business, write a letter
or send an
email. Now
with social media and Yelp, you can publicly make
comments which anyone can
see, whether it's a legitimate comment, completely
inappropriate comment, a joke, a false statement,
a compliment and just about anything else one
can think of.
If one thinks about the long
history of print since the Gutenberg printing
press (a little over 500
years
now) and how print and publishing know-how
has affected our society, this knowledge, I believe,
can help a company's or organization's social
media
posts. Now add to the fact that the general public
has had the internet and websites for over 20 years
and have had social media age for about 12 years.
By using
all this information, I think one can see the
importance
of the person posting on social media.
A task not taken lightly.
How
about some more questions to consider before posting
on social media?
- Who is reading your posts? Customers,
former customers (you might be trying
to gain their
business back), new customers, potential customers,
new people in the industry, your own employees
and future employees. Who else? Your
competitors,
reporters, investigative journalists, fans
and more.
- Remember: Most people want
to feel like they are part of the club. So,
if
you explain
things to people (keeping in mind that your
social media followers don't have the
same intimate knowledge about
your
own
business
or organization, it's products, services,
in-house terminology, names of employees,
and etc.,) your posts will be easier to understand
by the
greatest
number
of people because you are focusing on clear
communication.
- That's why I stated earlier,
that if you start all social media posts
with the country of the origin of your company
(or the country of origin concerning the
topic of the post) people will then
know a little more about your post. People
will feel
like they are
more "in the club" because they have
more information.
- When you are posting an event,
post the dates, month, year, city, state/provence,
country (don't forget to post the country!),
venue and website.
- If you don't post the
website of your event, how can people easily
find out more information about the event
and how
to sign
up for the
event? By providing the event website,
it will make it easier for people
to
make
the
decision
to
attend
or
not attend your event.
- Note:
I am making this point of always posting
an event website
on social media posts because I continually
see major organizations posting about
a special
speaker
for their conference
or trade show and they are not posting
their event website. (One
might make the argument that if you see
an organization posting about their conference,
you can simply click on their Twitter name
and find their website. Or you can just
search the internet for their website.
While this is true, why make it difficult
for your customers to spend money with
your organization? What about retweets?
If the link is not in the tweet, then when retweeting occurs, the conference
can easily be ignored because there is
no link. If you are not posting links to
your conference, then I'd say the person
posting is lazy, incompetent or or doesn't
care about their job.
- There are new
people entering the field of business you
are in, every year. Are you posts easy for
them to understand?.
- A child from China,
Africa or from India might be looking at your
social
media post. Have you thought about this?
- Are you concerned about customer
service? Do you want every opportunity to
make a sale? Then add your
website and office phone number to all your
posts. If you are featuring a certain product
or service on a social media post, then post
the link which goes directly to that product
or service.
- In your graphics, there is always
enough room to add your website and company phone
number.
When I'm talking in person with friends
or coworkers, and we are talking about items in
the news, a restaurant, a business practice or some
other subject,
it's extremely easy for miscommunication to occur.
The same is true on social media. If your posts
are vague, there will certainly be confusion from
your social media followers.
Using Exaggeration In Posts
- Using
words that are exaggerating the point is
unprofessional.
I'd
even go so far as saying that using exaggeration
is lying. For instance, when people are describing
photographs, I'd say that about 99% of
the time, I would avoid the use of these
words: Amazing picture,
Spectacular
shot (really?), Best view ever, Epic shot
(or pic,
picture, photo), Wow, No words (wrong,
we have plenty of words), Simply amazing
shot, Awesome pic, Super shot, Super awesome
photo,
OMG what a great shot and Perfect shot (really?
there is a perfect shot?). To me, these are
ridiculous words to use describing most
photos.
- I've seen one Twitter administrator
who almost constantly claims most of the
pictures they post are incredible "shots" and
ironically, when the same Twitter administrator
posts a high quality professionally taken
photo, they don't even comment on the skill
of the photographer!
- I would recommend to avoid
slang that you think is "cool," such
as: Sweet, Sweet shot, Super sweet shot (Why
not just say: Super duper extra fantasticalidocious
oh such a sweet old wow shot), Booyah, Whoa,
Super cool, cool,
- Instead of saying shot or
pic (for a photograph), simply use the word:
picture, photo or photograph. Is typing four
(4) additional characters "ture" (picture)
to difficult to do? Will typing the word "picture" going
to reduce your incredibly super duper awesome
productivity and ability to multitask? (Reality
Check: There is such thing as multi-tasking.
No matter how clever you think you are. We
can only do one task or thing, at a time.)
Using Slang Or Corporate Speak In Posts
- I would never use the phrases such
as "Mush-watch", "Must-see", "Must-read", "Reach
out", "A win-win situation", "Buy-in", "Go-To" and "Think
outside the box." These are all needless
corporate speak phrases which many people
don't understand. Why confuse the message
when you don't have to?
- As stated an article
from the "The Guardian" about the
danger of corporate speak, "Bureaucratese
is a maddeningly viral kind of unspeak engineered
to deflect blame, complicate simple ideas,
obscure problems, and perpetuate power relations." The
article is titled: "10 of the
worst examples of management-speak" and
found here online: http://www.theguardian.com/books/2013/apr/25/top-10-worst-management-speak
- Corporate speak, corporate jargon or management
speak is any word or phrase that people usually
can't understand, is sometimes dictatorial
in nature or is inappropriate because it
has a sexual tone (for example, "Reaching
out") to the phrase. Using corporate
speak, or using any words or phrases which
do not explain your message in an easy to
understand way, is a failure of that person,
management or corporation in the ability
to communicate with others. It's also a failure
of not being able to write.
- For example, instead of saying, "We
are reaching out to all of you today to take
this survey,"
simply say, "We have a survey for everyone
and it's due date is XXX." The phrase
"Reaching out" in my opinion is
a sexually charged phrased which many people
are using.
In today's world where we are trying to stop
sexual harassment in the work place, if
a person actually reaches out and touches
someone in the office, in almost all cases,
that is sexual harassment. So why are people
using the words, "I'm reaching out to
you today," when it's easier to say, "I'm
calling you today" or "I here to
drop off this sales sample for your boss."
-
Instead of saying "Shout
out",
simply say what you mean. "Congratulations
to...," "We support XYZ non-profit
organization," or "We appreciate
XYZ company because of...."
- On a slightly different note,
using the "caption
this photo" post, to me, is old and
not interesting anymore. In fact, I've
seen several occasions where a certain
Twitter administrator (with thousands of
followers)
regularly asks to "caption
this photo" and there are usually no comments.
I think when most social media administrators
create a post, they are writing with the mind set
that their loyal
followers sought out their company or organization
and their followers have intimate knowledge of their
company. Not true. In fact, the trend I'm seeing
is that less and less "loyal followers"
are
"sharing" or "retweeting" social
media posts. Why is this? I don't know for sure
but I have several
guesses. 1) People are following too many businesses
and organizations (because social media companies
highly recommend this) and 2) The social media
posts might be confusing. Therefore, ignore. and
3) The posts are not worthy of "sharing" or "retweeting."
Some Final Ideas And Resources:
Your Social
Media Followers Most Likely Don't Your Company
As Well As You Think They Do: I think when
most social media administrators create a post,
they
are writing
with
the mind set that their loyal followers sought out
their company or organization and their followers
have intimate knowledge of their company. Not true.
In fact, the trend I'm seeing is that less and less "loyal
followers" are "sharing" or "retweeting" social
media posts. Why is this? I don't know for sure
but I have several guesses. 1) People are following
too many businesses and organizations, 2) The
social media posts might be confusing. Therefore,
ignored. and 3) The posts are not worthy of "sharing" or "retweeting."
Using Acronyms. Avoid
them as much as possible. Why create confusion?
There is a time and place for everything but in
general, you'll reduce confusion by typing out words
instead of their acronyms. Have you ever used the
website Acronym Finder? https://www.acronymfinder.com If
you search for the acronym of your own company
or organization and see the many other businesses
and organizations using your same acronym, I hope
by seeing this, it will put a bad taste
in use your company's acronym.
It's extremely easy to have
clear communication because all one needs to do
is to type out the full words of your company's
name or any other words or phrases which have acronyms.
This will stop confusion for all your
social media followers.
Suggested
Reading: If you are writing and publishing
anything, anywhere, I recommend purchasing
the book, "The
MAC is not a Typewriter" by Robin Williams.
(No relation to the comedian/actor.)
For graphic designers, I also
recommend the books, "The Non-Designer's Design
Book" and "The Non-Designer's Type Book" which
are both written by the same author above,
Robin Williams.
Training: I
think it's key that employers pay to have their
employees trained in social media, graphic
design and things of this nature. There is
an excellent website www.lynda.com which
is a for-pay website which have thousands of
on-demand videos on how to use Twitter, Facebook,
Word, Excel, Photoshop, Illustrator, InDesign
and many
other
software programs.
I would also recommend that social
media administrators research articles on some
of the most effective ways to post on social
media. I know that some people will disagree
with what I've written about social media
posts. However, when you read other articles
online, I think you'll find that you don't
like all the
social
media advice there as well.
Social
Media Settings: There
are also many Facebook and Twitter settings
which allow social media administrators to
customize how you interact with people. I'd
always recommend that a for-profit company
allow direct messages to their social media
accounts to allow easy communication. I would
recommend researching articles on understanding
the various social media settings and how
to best use them for your company.
In Summary: I
think one of the biggest keys for any social
media administrator is this: Know that there
are 196 countries in the world, (that people
living in territories, islands
and ships), people speak
a variety of languages living in variety of
cultures, your follows might know common
slang or phrases you use and that many of your
followers don't know your company as well as
you think they do.
I hope this article helps and
I hope you sending out relevant, clear
and concise communication through social media!
-End article.
If you have any questions
about advertising on Helicopter Links
website, please feel free to give us
a call +1 (858)
413-7074
or
email
us
at staff@helicopterlinks.com and
let's discuss how Helicopter Links can
help you advertise to buyers in the buying
process.
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