Social media: Your public report card - by Chuck Sink

Chuck Sink, Chuck Sink Link

When you were a kid, did you dread showing your parents your report card or were you excited, knowing they’d be pleased again? Are you excited about the social vibe your company puts out there? Are you certain that people in your target market are talking about you and your company in mostly flattering terms? Are you showing up in enough digital newsfeeds for your brand to remain top-of-mind in your business network or target audience?

What does your social timeline look like should a prospect look through your company’s digital history on Facebook, LinkedIn, Twitter and your blog? Does your digital report card show a multi-year history of industry leadership, community engagement and growth, in other words, do you get straight As?

Or, are you like many companies that struggle to publish one or two articles a year and have 6 to 18-month gaps in social media posts, earning an F, D or maybe C- in the minds of prospects looking at your business online?

Think of your business social media pages as your company’s public record and a current report card, because that’s what they are. What does the record show about your business strengths, your success today and what you did to get here?

If people can easily follow a story of consecutive events and milestones along with insightful discussions on your social media pages and website, you’re obviously doing your homework. You’re studying your market and providing insights and answers to what people are talking about.

Continuing our school analogy, the A students of social media marketing sit up front (advertise and promote), raise their hands (engage with their networks) and turn completed assignments in on time (post high-quality content frequently). And many A students go for extra credit (write white papers, produce webinars, videos, etc.).

The content quality of your business’s social media say a lot about your organization, especially to people who don’t yet know you. How is your present digital messaging and your company history looking to searchers and visitors these days?

If you need help in this area, get some help. With the right approach, you can quickly liven up your online image and show people what you’re really all about today. Why withhold your knowledge and business successes when your customers & prospects are looking for active players to work with?

Chuck Sink is owner of Chuck Sink Link, Contoocook, N.H.