The lack of social media content strategy can lead to engaging in some questionable practices in an attempt to be noticed or just for the sake of posting something. Doing that damages your reputation and is likely to turn potential clients away. This list of what NOT to do on social media, gives you a good idea about the bad online habits you need to avoid.
1. Ignoring your followers
You would never ignore a potential client who walks into your premises or hang up on them on the telephone, would you? The same goes for those who comment or message you directly on social media.
Reply to them, like their comments and be sociable. It’s called social media for a reason.
2. Ignoring or deleting negative comments
People leave negative reviews, comments and feedback all the time. In fact the chances of someone posting a bad comment are much greater than leaving a five star review. That’s the reality of it but ignoring, deleting or blocking anything negative sends the wrong message. It gives the impression that you are trying to cover up for your mistakes or incompetence. People often review the negative comments first and look at your response.
Use these occasions as opportunities to set the record straight or tell your part of the story. Be as transparent as you can and find ways to address the issue in a positive manner.
3. Participating in social media spats
This is a big NO for any business. It gives the impression that you are far more interested in publicity than doing your job. If you have strong opinions, you should express them privately and in complete disassociation with your business. That goes for your employees too.
4. Participating in irrelevant trends and hashtags
Trends come and go, and so do hashtags. What’s “in” today is almost certainly going to be “out” tomorrow. It’s best to focus on content and updates which are relevant to your clients. Don’t forget that you are in business to serve a particular segment. Sharing random/inappropriate videos which have no relevance to your business is a sure way to alienate your audience and distance yourself from them.
Instead, write down important events, anniversaries and charity fundraisers that are relevant to the funeral profession and promote them on your social media channels as they take place. You could also develop a series of grief and bereavement related updates to help your clients with information and advice which can be useful to them.
5. Using social media for self-promotion
It’s quite easy to fall into the habit of self-promotion on social media but that’s a sure way to become irrelevant to your clients’ needs.
It doesn’t hurt to share and re-tweet posts from other accounts in the funeral industry and bereavement charities. Use your social media profiles to help your clients. If you can’t do that – point them in the direction of someone who can.
Don’t forget the golden rule: it’s not about you, it’s about your client. So even when you share company updates, events, fundraisers and links to your website, make sure that you phrase them in a way which is informative, helpful and beneficial to your clients.
It’s often better to miss an update than to post something which falls into any of the above categories. If you don’t have the time and the resources for it, you can consider this evergreen social media content package for Funeral Directors.
You get 30 social media posts optimised for Facebook and Twitter, and all you need to do is copy and paste them as you see fit. Once you work your way down the list, you can recycle them to ensure a steady flow of content and updates on your social media profiles. Click here to get started.