The company profile should have a specific role in the relationship with the client, not only because it is used by competition. Facebook, Instagram, LinkedIn or other platforms differ in audience behaviour and formats. The company does not need to be active anywhere. It should choose places where it can regularly deliver valuable content, answer questions and direct interest to its own channels: website, shop, newsletter or contact with the team.
Channel strategy and content pillars
First, you need to define the recipients, the purpose and the role of the profile. It can build recognition, present realizations, educate, recruit or support customer service. Each role requires other materials and metrics. Pillars of content help to maintain balance, for example: knowledge, process, quality proofs, people and answers to frequent questions.
A calendar publication should be possible to maintain. It is worth planning topics in advance, but leave room for news. One material should not try to say everything. A clear point, a good example and a clear call for action usually work better than a list of general passwords. The tone of communication must match the brand and the recipients.
Production, Moderation and Responsibility
The process should indicate the author, the person accepting, the source of photos and the deadline. Customer, employee and implementation materials require appropriate consent. Do not publish confidential data or fragments of panels without checking. Library of accepted photos, templates and short language guide accelerate work without losing consistency.
The moderation includes answers to questions, submissions, rules for responding to criticism and hiding spam. It is worth setting response times and cases requiring consultation. An automatic response may inform about working hours, but it will not replace a man in difficulty. Removing any negative opinion often increases the problem instead of solving it.
Advertising, measurement and ownership of the account
Organic and paid ranges have other roles. Good content can be supported by advertising, but the campaign should have a separate purpose and measurement. The number of followers does not say if the profile helps the company. It is worth analyzing qualitative reactions, page entrances, queries, assisted sales and topics that build trust.
The account, the corporate website and the advertising manager should belong to the company. Co-workers receive roll-on access and the company retains at least two administrators. Please include additional security features, update the access list and do not transmit passwords in the news. The loss of the account may stop communications and campaigns.
Monthly profile management plan
- The purpose of the channel, the recipient and three to five pillars of content.
- Real publication calendar and assigned responsibility.
- Library of materials, consents and principles of brand language.
- Procedure for moderation, escalation of questions and response to criticism.
- Measurement of input, queries and reaction quality instead of the likes themselves.
Write examples of answers, not ready formulas for each situation
The team conducting the profile should know which questions can explain themselves. Others may require contact with the person responsible for the offer or specific case of the client. Prepare a few situations and set the procedure, instead of creating one automatic message to all comments.
An example question about the scope of the service can be explained publicly if the answer is general and confirmed. Details of the individual order should be addressed to the appropriate service channel. Moderator should not ask for public submission of the data needed to identify the case.
In the instructions, indicate what to do when the answer is not yet known. The brief information about sending the question is fairer than an improvised promise of a deadline or result. Write down also who checks if the request has actually been taken over.
Collect Knowledge From Conversations to Further Materials
The repeated questions are a good starting point for publication, but first you need to recognize their source. Recipients may need a new guide, but the reason is also a vague description of the offer or a lack of information on the contact page.
For example, many questions about preparing for the first conversation can lead to a short list of tips. A longer version on the website will explain the context and the publication in the profile will remind you of the most important points. You do not need to rewrite the entire article to each channel.
When planning a topic, write:
- the question of the consignee;
- confirmed response;
- the author or the person checking;
- source material on the page;
- a format suitable for the channel;
- the date of the review of the news.
Plan to improve information after publication
The change of offer should start an overview of the planned and still used materials. The previously prepared post may cease to be valid even before the publication date. The authorising person must be able to retain such material and indicate the correct version.
Do not judge the team only with the number of closed items in the calendar. It is important to be reliable, consistent and quality of the transmission of customer matters. An overview of questions and difficulties allows you to improve the process without adding publication to the regularity itself.
Read also about graphics in background profile i the consistency of communication in several places.
The most common questions
How many times a week do you publish?
As much as the company is able to maintain without reducing quality. For many teams, two thoughtful publications are better than daily calendar filling.
Delete negative comments?
Spam, hate speech and personal data can be moderated according to the rules. The substantive criticism is better explained calmly, proposed solution and transferred details to private contact.
Will running the profile increase sales?
It can promote trust, return and demand, but the effect depends on the product, group, page and sales process. Not every contact can be attributed to one post, so it is worth combining quantitative data with information from customers.
Summary
Corporate social media requires a clearly defined role, regular process and safe ownership of accounts. The value is not due to the number of publications, but to useful materials, good moderation and a combination of profile with broader content and sales strategy.
