When posting on social media, marketers face a constant battle of what to post, how to post, and when to post. There is always the debate of when to speak up and when to keep quiet on social media. In order to improve your social media presence and manage your reputation online, it is important to understand there is a time to be present and there is a time to stay under the radar.
So, the next time you are trying to decide if your business should speak up or keep quiet on social media, ask yourself these few questions before making a decision:
Do you know your audience? When trying to decide if to post or what to post, understanding who your message will reach is key. Every target audience will have different reactions or look for different content in posts. Understanding how to effectively reach your specific audience gives you, as a business, the ability to better know when to speak up and when to stay quiet. Speak up in those instances where you know your audience is looking to you for answers or insights. Not sure if your audience will be attracted to a certain post? Can’t hurt to keep quiet and let the moment pass.
Do you feel obligated to post? If you post content on a consistent basis, but then find yourself struggling to figure out what to post – take a break. If you have the urge to post but lack the significant content, it’s ok not to post that day. Don’t compromise with poor content or a post not aligned with your views because you felt obligated to post. If you have content that is significant to your following – speak up! If you lack the content at a specific time – keep quiet.
Are you dealing with a customer service issue? If so, speak up! Social media platforms like Twitter have grown to see more and more customer service related postings or “tweets.” Many businesses hesitate to reply online to customers. Many times you see the canned responses such as “sorry to hear that.” If that is your plan, stay quiet and address the issue offline. But, if you are going to give a genuine response, there is one main reason why speaking up is the right thing to do: Not only does that one customer receive your response, but also your entire audience witnesses you responding and remedying the issue. Just be sure to address the issue online, and take the conversation offline to solve it with the individual customer.
Is this post genuine? Social media is all about being social and personable. If you get to the point where you may be simply posting just to post something – stop. Make sure your content is genuine and something that will actually reach and stick with your target audience. If your not being genuine then it may be best to keep quiet. You’d be surprised how quickly your audience will realize you are not being social or genuine and simply just trying to sell.
Should I use humor? It’s no secret that everyone enjoys a nice laugh. When finding creative content to post, humor is a great way to speak up and be remembered by your audience. One point to be cautious about is the timing of a joke. Some situations call for a more serious response. But, don’t be afraid for a light, comical post when the time is right.
Does this align with our marketing strategy and values? At the end of the day, whether your content is funny, targeted at a specific customer, or a routine post, you want to make sure it coincides with the message your company wants to be sending. All of your content should hold the same values or fit into your marketing strategy. If you are debating a post but not sure it aligns with your goals, then there is no harm in leaving it out.
When running a business, posting on social media is not as easy as it may seem. Always think about the timing of your post and whether or not you should hold off. Plan a marketing strategy for your social media accounts and stick to it. So, not sure if you should speak up or stay quiet? Consider these questions and follow your gut.