April 2016
Thanks for reading our newsletter where we'll share tips and trends on all aspects of communication and digital marketing! As always, please message us with any subjects you might like covered in future issues! 

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In This Issue
The wonderful thing about the internet is the wealth of information that is just a click away. The downside to this is that, for every piece of advice, you can likely find a conflicting piece of advice - from just as reliable a source.

Where social media is concerned, which advice should you follow? The good news again is that there is no hard-and-fast "right" answer. Social media success is gained through trial and error, because every organization has different goals, different audience preferences and are starting from a different place. There are some best practices that can provide shortcuts, however, and also a few myths that we believe need to be busted along the way:

Social Media Myths:
  • Go big or go home. Many company leaders or marketers are overwhelmed with the idea of social media because they've been told they have to be everywhere. Every platform is not right for every company or organization. Work with a professional (and talk to customers!) to clarify your goals, determine where your audience lives most of the time and then start with that platform. Get good at one and then move onto the next one.
  • Success is determined by Followers or Likes.  If you are attracting advertisers, they will be interested in the audience that follows you. While it IS possible to buy lists of followers, it's much more valuable to a company to have authentic followers who are genuinely interested in your product or service.
  • You must post constantly.  Quality trumps quantity in this situation. Your followers signed up for the content promised on your profile; make sure that you're offering something relevant and targeted to your audience. While you certainly don't want to "go dark" for long periods of time, a version of advice from your Mom is still true today:  if you can't say anything relevant...don't say anything at all. 
  • You must connect with everyone who invites you. Decide on your
    own connection policy. For me, it makes sense to connect on
    LinkedIn only with people I actually know, whom I would feel
    comfortable introducing to someone, or asking for an introduction. And if you are requesting to connect with a person that you don't already know, send the request with a custom message telling them why you are trying to connect; don't just default to LinkedIn's stock "I'd like to add your to my LinkedIn network" message.
  • You must delete negative comments.  No one loves negative comments and problems, but social media offers the opportunity to show others how you resolve them. Everyone makes mistakes. Details should be shared in a private message, but being responsive and demonstrating what you mean by "customer service" via social media can actually attract advocates.
Keep in mind that everything is public now - choose your words carefully and make sure you've got a responsible party in charge of your social media. Although most posts can be deleted, that doesn't mean it hasn't already been shared; assume that everything you post is forever!