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The DofM’s 7 Essential Rules for Managing Your Social Media Accounts

Social media seems like this simple thing you do to spread the word about your business. While it may have been easy in 2008, social media has changed a lot in a decade. We often meet Raleigh business owners who want us to manage their social media. We don’t want to call out mistakes, but there a few critical things that make it a lot harder for us to help, the first few on this list especially.

If you’re looking to hire a freelancer or a Raleigh marketing agency to help with your business social media accounts — or even if you’re not — here are some guidelines to follow.

    1. Don’t give up your key information. We often discover that a business owner does not know his or her login username or password (or both). A former employee is an admin on the Facebook page, and no one else has higher than “editor” level access. If none of this makes sense to you, fear not. The main takeaway here is that you MUST retain some measure of control over all your accounts, whether you work with an agency or an employee. What if that employee is fired and takes revenge out on your social media? What if you leave your marketing agency and go with a new one? With that in mind:
      • Make sure you know your username and password for every single social media account associated with your business.
      • On Facebook, you must be an admin. Be careful to whom you grant admin rights.
      • In many cases, it might be easier to set up access via Hootsuite or another third-party app in which team members can post and reply via your accounts without actually logging in.  
    2. Clean up multiple pages. Some social media platforms are especially frustrating (lookin’ at you, FB) because they’ll automatically create location pages in some instances. What this means is that you end up with your regular business page and then one or two other location pages. We are happy to help with cleanup, but it’s also a good idea to do this on your own, so your customers aren’t confused. Note: This is not the same as having separate location pages for multiple brick-and-mortar business locations.
      social media buttons

      Photo by Alan O’Rourke via Visual Hunt

    3. Ask for employee participation. The best business social media accounts demonstrate a level of authenticity. You can have your team members list themselves as employees on your FB page now. You can have them share things, reply to posts, or like stuff. Ask them to take photos at work, whether you share those or let them do so directly. Some of your team members may love doing this and want to help, adding a level of interest to their work. Some won’t; many companies encourage participation by offering prizes.
    4. Know the hashtag rules for your social platform. Use up to three hashtags on Twitter. Use one (#YourCity) or none for Facebook. Go ahead with a couple for LinkedIn. And yes, on Instagram, use lots!
    5. Take good photos. Taking amazing pictures isn’t easy. We love Instagram filters for helping cover up poor lighting. But do your best. Turn the phone sideways, so your image is landscape, not portrait. (Please please do this for all video, too!) Learn the rule of thirds and use it. And think about images as something visually appealing. Would you click “like” on that?
    6. Fill out all fields. Each quarter, take a moment to examine your pages and profiles. Make sure everything is filled out, and update things if needed. If you haven’t yet, verify your Facebook page.
    7. Create a content calendar. You can’t be saying “me” “me” “me” all the time on social. Create a calendar and produce some ideas about what to say. These are a mixture of “Buy from us,” and “Hey look at this cool thing,” and “What do you think about this issue relating to our industry?” Almost every post NEEDS a photo or video, by the way.

There is a lot more to social media than this of course, but these guidelines will help you get started on a good path for engagement — and prevent problems later! Ask us if you want to learn more about managing your B2B accounts.