Social media evolves frequently, and so do the unspoken rules that guide our behavior on these platforms. It can be challenging to stay on top of everything, especially if you’re trying to maintain a presence on several different platforms while running your business.
Different social media platforms have different etiquette rules and expectations, mostly unspoken. But there are some rules that apply everywhere. Here’s an overview.
1. Make sure your profile is completed and linked to your website
Make sure you fill out your profile description to let people know your areas of expertise, the region in which you do business if it’s applicable, and anything else agents should know about you.
Include a professional picture, and make sure that you’ve included links to your website or other contact information.
2. Read the room
Many people save time by scheduling posts on their business accounts. That’s not a bad strategy, but it’s important to keep track of what’s going on in the wider world and be ready to adjust or take things down if needed.
If there’s been a major natural disaster or national tragedy, your cheery self-promotional post can come across as insensitive and tone-deaf—even if you scheduled it ages ago. Be ready to pull promotional posts and put up messages of support, concern, or solidarity if needed.
3. Avoid being too promotional
Everyone knows that the reason you’re on social media is, ultimately, to generate leads. However, you are unlikely to attract an audience and build your presence if you make your messaging all about you.
Whenever you post, think about what value this is bringing to your audience. Consider an 80 / 20 rule of informative, useful posts and self-promotional ones.
4. Participate in the conversation
It’s not always easy to keep on top of conversations on social media, but it’s important to stay connected if you want to generate leads from these platforms.
You don’t need to spend all day online, but it’s a good idea to drop in once a day and spend a few minutes responding to comments on your posts and getting back to anyone who messaged you directly.
You never know which of those messages may result in new business.
Social media can be a very effective tool for marketing and communication. Avoid sounding too promotional, be aware of your tone with regard to recent events, and keep offering valuable content—and you should be able to build a strong social media presence.