So you caught the car...now what?

Posted by Lara Wood on 17 January 2012

Have you ever found an old voicemail, email or unanswered letter from a friend than you missed somehow. Maybe you skimmed over it in your inbox, or it fell behind the couch. Feels pretty lousy eh? Nobody likes to be left hanging, and it's no different in social media. So read on for some tips on how to keep this from happening.

Treat your digital friends like you do your real ones.

Unlike traditional advertising, social media is not about pushing your message out, it's about engaging in a relationship. In that way it's the same as real life...if I start a conversation, and you respond and I walk away, at best you'll think I'm rude, and at worst you'll tell your friends I'm obnoxious. (I'm not...check out my profile pic. I'm personable.)

Although it seems simple, when someone connects with your business via social media, it’s a commitment on their part. An effort. An investment. An endorsement. This is the result you want from your social media efforts. It's the whole point of being out there.

So how do you do it?

I'm not saying it's easy to keep on top of the two-way conversation. It takes time and effort and everyone is going to slip occasionally. There are tools to make it easier on most platforms, though. Make sure your Facebook status is set to notify you when you have interactions (likes, comments, etc). Check your mentions on Twitter daily, and search your business name to see if you’re being referenced so you can respond. It really comes down to paying attention, but using the tools helps you form the right habits.!

And what do you say?

How you respond depends on the nature of the interaction, of course. If someone makes a nice comment about something you've posted, it might be as simple as liking their comment, or posting a quick "Thanks!" Pay special attention to questions...they should be acknowledged and answered quickly, and the answers should be honest and clear. And remember, your social media conversations are public...don't post information that is private (like the commenters phone number or personal information) or encourage them to.

One thing that I should be clear on...sometimes your response in social media is as much for the audience as the original poster. Leaving questions unanswered, and not acknowledging comments can send the wrong message about you to other followers, and can end up hurting your brand. This is why you should still respond publicly first even if you’re going to take the conversation somewhere private.

Last but not least (and I can't stress this enough, which is why I started a new paragraph): You have to deal with the negative. Don't leave the bad stuff out there, but rather, turn it into an opportunity. Be honest, calm and fair.

In some cases, even when you provide a good answer and address an issue you'll get a person who just won't let it go...this is what we call a Troll...and you can delete/block/unfriend them without worrying about it. My colleague Anthony Stuart (of Design Blog fame) sent me this sample of Troll interaction. It's simple but I think it gets the point across:

 

BURGER GUYS: Introducing the new SUPER BURGER!

TROLL: This burger is so fattening.

BURGER GUYS: It is meant to be a treat, so we make sure to post all nutritional info so you can make an informed choice! :)

TROLL: It sucks and I don’t like you!

BURGER GUYS: DELETE

 

OK. It's not always that straightforward, but suffice it to say, there is a limit to what you have to put up with.

So, to sum it up...

It's not easy keeping up with social media interaction, but it should be something you consider right from the start when you’re outlining your strategy. Keeping on top of it once you've started is one of the biggest commitments of being in the space, so make sure you are prepared for the work that goes along with it.

By the way...feel free to comment on this blog. I’ll do my best to get back to you ;)