Most of us don’t need a million followers to be successful. You can influence people without ever creating content that goes viral. And while it’s definitely possible to spend hours each day on Facebook, Twitter and LinkedIn and many others sites – you can be successful while devoting just a few minutes a day to monitoring and responding to tweets, posts and messages.

Social media also gives you an opportunity to respond to new ideas that percolate up from users. Online surveys allow you to interact with your customers in new ways. Try searching for conversations that center around specific words that are important in your business. Social media is an excellent way to hear about new features and services your industry is asking for. It’s a great way to gather opinions on new product ideas or feedback prior to committing resources to development. You can also use it as a tool to find out what your competition is saying, and what their customers are saying.

Social media puts you in direct contact with end-users and puts end-users directly in touch with anyone in your company. If this sounds frightening, get used to it. There’s an entire generation who communicates this way and they expect to communicate with your company and your brand this way as well. Document your social media policy and expectations to the rest of the company.

When to Listen, When to React

While many social media comments fall into basic categories, each individual is unique and wants to be treated that way. Since you can’t always tell who is influential online, it’s best to treat everyone like a million-dollar customer. In the examples below, a Troll is someone who comments just to raise the ire or emotions of other readers. These are basic guidelines, not hard-and-fast rules.

When Comments are	and the facts/source is	You should
Positive	False	Respond
Positive	True	Listen or Respond
Negative	Troll	Listen
Negative	Not a Troll, a Rant or a Joke	Listen
Negative	Not a Troll, a Not Rant or a Joke, Erroneous information	Respond
Negative	Not a Troll, Not a Rant or a Joke, not Erroneous information	Respond
Negative	Not a Troll, Not a Rant or a Joke, not Erroneous information, Not Unhappy	Listen

 

Of course, no matter what others are saying, when you do respond it must be with respect, with facts and in a tone that reflects your company’s values. Anything you say that is rude or mean-spirited is guaranteed to be repeated, and shared, and of course remains a part of the permanent record that others can find. Always use your best judgment. When in doubt, consult someone on your team or seek legal advice if necessary. As with most emotional situations, it’s better to respond correctly than quickly.

Your Community is Speaking, Are You Listening?

If someone is saying something positive but incorrect about you, respond and correct their information. If they are negative, rude or irresponsible, you may be able to stay quiet while monitoring their interaction with others.

The world of social media is not all negative. In addition to being able to provide helpful information to someone who posts a question, you also will sometimes find that customers have praised you. You should share it through your other social media outlets, thank the person publicly and, perhaps, privately.

Now is the time to become active on social media. If you already have a social media presence, or if you’re still contemplating one, take a moment and follow these steps to align your strategy with your goals. As with most things in business, some upfront planning pays big dividends.

• Define your strategy.
• Set measurable goals.
• Create a social media policy for your employees.
• Assign responsibilities.
• Choose two or three social media sites where your ideal customers are found.
• Create a company page on your chosen platforms.
• Share your educational content.
• Start listening, reacting and engaging with your audience.

Your approach to social media doesn’t have to be intimidating or time-consuming. There are many tools to help automate your online social media presence. Prices range from free to very expensive. (We’ll cover the most helpful ones in an upcoming guide).

Get your free copy of How to Monitor Social Media in 10 minutes a Day now and start using social media to grow your business.