It can be difficult for a business to know exactly what it should post on social media; after all, it is not about the company keeping in touch with friends or making new ones and therefore the status updates someone would put on their personal page will not work on a business page.
Despite the friendly and informal nature of social media pages, there are plenty of opportunities for companies to connect with customers, potential customers and business partners.
When working out what to post, businesses need to focus on building relationships. Posts that are informative and helpful will be useful in creating a bond between the company and the customer, while sharing company news, press releases, interviews and even instructional videos on products and services will allow visitors to the page to interact and get to know the brand.
Encouraging interaction is important, and posts that invite comments and thoughts are far better received than those that do not. Customers might want to tell you about their experiences and you should always respond appropriately – never post anything that invites a comment if you are not available to respond.
Posts can also be used to link to content elsewhere on the web; for example, use links to web pages and blogs to encourages traffic to other areas. It is also important to encourage people to react in some way to your posts. This can be things other than comments, such as asking visitors to like the page/post. They should also be encouraged to contact you for more information on products and services.
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