Dig Deeper: 5 Secrets of Highly Effective Twitter Users
3. Keep it fresh and mix it up. Frequent one note updates can be a major turn off for say Facebook fans, while Twitter followers are more accustomed to frequent posts. Try to mix it up. Spark up conversation with the help of images and videos. Marketing experts suggest businesses update their audiences on a regular basis but only if there's something new, informative and interesting to say. Even if you need to repeat an update to promote a current offer or a call to action for a project, put a new twist on it each time.
4. Encourage interaction and feedback. Your company can benefit from valuable feedback through comments and suggestions. Do a call for action in your posts. You can also gain insight about your audience using Q&A, bookmarking icons, link builder, wordtracker, Google Adwords and so on. Make it easy for your readers to share posts. Encourage them to share tips and personal experiences with using your products or services. Just make sure you are on hand to respond to any comments, says Richards. Failing to do this is a sign that you don't respect or care about your audience.
Dig Deeper: 8 Types of People Who Belong on Twitter
5. Use schedulers and update apps. Seesmic is an app that supports Facebook, Twitter and even Yammer, which is a private messaging version of Twitter. Seesmic lets you update and view content from different social networks. You can follow trends, update statuses or write messages. Also, take advantage of status update schedulers for Facebook, Twitter, LikedIn, and other sites. Hootsuite is one favorite. It's free and it's capable of delivering updates to various social networking sites. Cotweet is another.
"It's been proven that there are certain times when people are reading blog posts and checking social media," says Richards. The most popular times to post or make an announcement are 9 am, 12 pm, 3 pm, and 6 pm throughout the business day. "The best days are the middle of the week, because on Mondays people are trying to get into the swing of things and on Fridays people are thinking about the upcoming weekend."
6. Make your blog the central hub. Have your blog serve as the central location for where you make announcements, suggests Richards. "It should be the final resting place and then everything should branch out from there. Why? Because you are in control and at the end of the day when you look at Twitter, Facebook or LinkedIn at any time they can change their policy and restrict how people access your data." You can create information on your blog and then promote it using other social network tools, adds Richards.
Dig Deeper: How to Get Customers on Facebook and Twitter
7. Link back to your website. Make sure everything you do is somehow tied back in to your company website. Use RSS feeds so your main site always has fresh content, which improves search engine rankings, says Martin. Use your Twitter account to build links to your blog. Use tags and keywords that make your posts more searchable. Google Keyword Tools is a great device, adds Martin.
8. Use a personal touch. Having your employees or even the president post updates can help revolutionize how your business communicates with your customers and associates. Take Bill Marriott, chairman and CEO of Marriott International, he is one of the most famous corporate bloggers worldwide. His "Marriott On The Move" interactive weekly posts has won the site loyal fans. You can follow his updates on Twitter @Billmarriott. Marriott's personal involvement has had a far-reaching impact within the company. Since first launching their CEO's blog, the company has continued to grow in the social media sphere by adding more blogs, several different Twitter feeds and even its own online community for Marriott Rewards members.
Dig Deeper: How to Make Money on Tumblr
Marriott exemplifies how an all-encompassing social media platform can impact customer satisfaction, generate direct sales, and provide crisis management—such as to set the record straight about a negative situation involving one of their hotel properties.
Always think about what value and what message you want to communicate to consumers, advises Richards. From there, share information, news, stories, and announcements that are relevant to your target audience. "Your most loyal customers will be your biggest cheerleaders online. Provide them opportunities to support your business and to part of your growth and your success."
