The internet has the tendency to bring out an ugly side of people. You don't need to scroll too far through the comments section of any article to find poorly punctuated, nasty comments. Although the Constitution guarantees our right to free speech, you have the right to control what is posted on your company's social media pages. Irrelevant and nasty comments could cast your business in a bad light or distract from content you've put online.
While it can be tempting to delete any less-than-glowing comment, we suggest putting a comment policy statement in place on social media platforms. This way you can explain why certain comments have been deleted without the risk of being called discriminatory.
The saying goes that you should work smarter, not harder. Creating original content for social media and promoting your company to stakeholders can require a lot of time and effort. As part of your media strategy, you should aim to create content that can be repurposed across multiple platforms and at different times.
For example, say your company produces a short informational video on a new service you will be offering clients, with the purpose of presenting the program to board members. Assuming the video doesn’t include any confidential information, you could also repurpose this video in a number of ways. You could include it in a press release when the program rolls out. You could share it on social media (Facebook, in particular) when the service becomes available to the public. You can repost the video one year out, even, in celebration of the program’s success.
It seems like there’s a new social media platform every week; besides the giants like Facebook, Twitter, and LinkedIn, there’s Instagram, Snapchat, Pinterest. Creating content for this large array of platforms can seem daunting.
However, just because your organization or company can create a profile for each platform doesn’t mean you should. Just like your company probably caters to a specific audience, different platforms appeal to different audiences. For example, LinkedIn is more often used by individuals looking for business/networking content, while Snapchat stories are more likely to contain culture and lifestyle content.
Rather than blindly posting the same press release or story on ten different social platforms, instead consider choosing a few platforms that best match your target audience and then tweak content for each one. As the saying goes: quality over quantity!