5. Foster fan-to-fan engagement
Some of the strongest social networking communities are based on supportive relationships and information-sharing between fans. If you post interesting content, this will follow naturally as fans start to engage with others based on common interests.
To encourage these relationships, listen to fans, chime in when you can add something interesting, respond to comments, encourage fans to share photos and experiences, and communicate authentically.
6. Don’t overly automate
There are some great free tools that can help you automate your posts. But don’t over-rely on these to get you through the day—it will show.
Instead, set aside two to three time slots a day to post content, monitor, and respond to fans.
7. Commit to social media
To succeed in social media, you must take it seriously and be committed to it.
Don’t treat social media as an aside to be used when you want to get the word out about your latest offer. Commit to a content strategy and involve people at all levels of the organization in your social media strategy.
8. Treat social media as an arm of customer service
Social media is an essential part of your customer service strategy. If you are on Facebook or Twitter, be prepared to monitor and respond to questions and complaints.
9. Don’t neglect other marketing channels
Social media may be free, but it only works as part of a wider, integrated marketing strategy. Don’t neglect your website, and remember the continued importance of email.
Use third-party apps or Facebook’s Insights tool to monitor click-through rates. Compare these across posts to see if there’s a trend as to the type of content that’s popular.
Measure engagement by tracking how many likes and shares your posts get (measured by Facebook as “reach”). Use this data to inform and adjust your content strategy.