Communications Corner: A cheat sheet for using social media to connect with customers

If you want to take your communications to the next level and haven’t already incorporated the use of electronic social platforms, now is the time. Social media can:

• Provide opportunities for real-time, authentic conversations with customers.
• Open new feedback channels.
• Encourage faster, more efficient, and more effective delivery of information that you need to get to customers quickly.

With so many social media platforms out there, the question then becomes what to use for what. Here are some of the most popular platforms and what type of content you could post where.
 
Facebook
Announcements, accolades, tips, event sign ups, links to other online content (including other social media)
 
Twitter
Brief announcements, accolades, or tips
 
YouTube
Any length videos of events, training, presentations
 
Instagram
Pictures or short videos of events/activities
 
Pinterest
Repository for articles and information
 
Wordpress or Blogger
Original blog articles on news, issues, testimonials, etc.
 
SlideShare
Presentations
 
Snapchat
Pictures and very short videos that you only want to make available temporarily (up to 24 hours)
 
When considering what content to include, keep in mind that many social media users access their accounts for one of three reasons:

• Discovery or gaining knowledge: so think “first to know” or “behind the scenes” information
• Usefulness: so think tips, tricks, and how-tos
• Reliving experiences: so think content that evokes emotion and/or tells a story