1. Be conscious of your image sizing
You don't need to be a graphic designer to understand that the aesthetic integrity of your brand shouldn't be overlooked. How you appear to potential clients/business partners is an essential first step in setting yourself up for success. With the various social media platforms out there, it can be difficult to know how you need to export your digital assets (profile pictures, Facebook ads, etc.). If you're lucky, you have a designer on staff who understands what all of that means - but for most of us, we're learning as we go.
The reason this is important, is because platforms like Facebook, Instagram and Twitter are all formatted differently and their varying layouts call for images of different sizes. For example, you may think that just because Facebook and Twitter use horizontal images for cover photos, you can use the same image for each one. However, in the images below you'll notice how the twitter banner photo doesn't work on Facebook (cuts off the text):
If you need help choosing the right sized image, check out the free tools in this article here: 5 Powerful Tools for Interior Designers
2. Every engagement deserves a response
Surprisingly, this is often overlooked. Most businesses use social media as just another platform to deploy their information - using it to announce sales, product releases, show off recent projects, etc. While all of these are great, it means nothing if people don't engage with it. Social Media, by nature, is community driven. It's what differentiates it from emails or print advertising. It's not just marketing, it's an entire branding experience that allows you to communicate with your audience from the "voice" of your company. Sadly, though - this is where most companies miss the mark. Start off by responding to every engagement. Whether it's a question about your products or a complaint about your service - every interaction deserves some sort of acknowledgement from your brand.
3. Don't be "spammy"
A lot of companies are overwhelmed by social media. It's a part of your business that frankly, could use its own dedicated employee. But since that's not realistic for most small businesses, owners turn to various online tools to help streamline the process. While these tools can be helpful, they can sometimes do more harm than good. Programs like Hootsuite and SproutSocial can help you post to multiple platforms at once, but be careful... they can also make your brand seem robotic. If every platform has the same message, sent out at the same time on the same days you'll come across as too automated. Your audience can see right through it, and your engagement will suffer.
In addition to the robotic feel, if you use the same message across all platforms your links won't display properly, images won't render correctly and your aesthetic integrity will suffer. Other tools allow you to send automated messages directly to new followers, introducing yourself and your company. While that sounds like an attractive feature, it may alienate your new followers by starting off on an insincere foot.
4. Don't oversaturate your audience
Another common mistake for social media marketers is the frequency of their posts. Just like Goldilocks and the Three Bears, you have to find your sweet spot between social media ghost town, and the annoying company that people start unfollowing. So how much is too much? How many is too little? As a general rule, your brand should be posting at a minimum of once per day. You can adjust your frequency depending on your busy periods (around market season you can be much more active) and slow it down on less important months. Another thing to keep in mind is whether or not you're running any social media ads. If you have multiple campaigns running, try segmenting your ads so that you don't have overlapping messages that show up multiple times on the same person's feed. You can also use your social analytics to help determine what time of day is best to post:
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Ryan lives at the crossroads of marketing strategy and content curation. As Content Manager for Designers Today, Ryan strategizes with companies to develop integrated marketing campaigns via custom content and other vehicles.