The dawn of programs such as Hootsuite and TweetDeck have been a blessing to social media managers. Supervising and controlling several company accounts can prove challenging when you have a presence on multiple social media outlet. But the thing is – the certain features of these operating systems that we love so much can be brand killers. Come along and let’s talk.
Automated Direct Messages
Yes, we can agree that personally thanking someone for following you on Twitter is a polite gesture. But guess what, consumers know it isn’t genuine when they receive a general statement in the DM Inbox within seconds of the follow. As a ‘victim’ of this annoying occurrence, my first impression is that none of their tweets will be personal or direct, just a broad self-promoting callout. Meh, I will most likely pass. Businesses big and small need to rethink this action. People on social media, Twitter especially, are looking for conversation – and you’re not delivering.
Not Monitoring your Scheduled Tweets
Listen. No one cares about what promotion you have going on when significant national and local event is occurring and it’s all everyone is talking about. This is more challenging for national companies, and I usually let those slide because they can’t necessarily relate to substantial local events. But when a tornado is ripping through Lambert International – please don’t try to convince us to ‘come sit on your patio this evening for half priced martinis. Keep an eye out for situations like this and prevent appearing like an oblivious Twitter robot.
Not Responding to @ Tweets
The reason why I am such an advocate of Twitter is due to the power of obtaining instant gratification by means of a reply, especially when it comes to communicating with a business. I’ve had fantastic experiences with companies such as @redbox and @SouthwestAir with near immediate or quick responses to inquiries about policy, status, etc. While I salute companies who exhibit this behavior, I still get tripped up on the ones that take days to do so OR not even at all. Now I have to let you know that the ones I’m referring to are smaller, local companies. I would ask a question, eliciting a response and…nothing. It’s one thing to get to the game, but if you only want to sit on the bench, don’t bother.
The apparent attraction for a business to belly up to the social media bar is the opportunity to converse with their audience, the consumer of their product or service, or in some cases, sway potential consumers. As a company marketing on social media, it is your job to listen first, and then reply. If you’re not replying, you’re already losing.
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