No other recent innovation offers as much potential for businesses as social media. On Facebook, Instagram, Twitter, LinkedIn and other platforms, there are millions of potential customers just waiting to be engaged with and marketed towards. However, just because you have social media profiles does not mean that you are guaranteed followers and engagement. IoT companies should be ready to take advantage of all the potential that social media brings, especially since they are already switched on to the possibilities of technology.
Do a social media audit
If you already have social media profiles, then you need to review them and see what sort of state they are in. Consistency is key here. Ensure that your brand is being presented correctly across all social media profiles and platforms and that there are no duplicates or knock-offs. Duplicate profiles or knock-offs will only serve to confuse your audience and drive them away from you. Additionally, just because you can have profiles on all of the social media platforms does not mean that you should. Perhaps your products or services are not suited to photo-centric platforms such as Instagram. Think about which platforms your company can most take advantage of and focus on those.
Post unique content
Anyone can repost someone else’s video or interesting article. Why would someone come to your page when they could just consume the content on the original publisher’s page? The IoT is a brand-new industry and ripe for interesting content. Make videos with the Biteable videomaker that showcase something unique about how your product works, or something fun that your employees are doing. Articles written by your employees on their area of expertise will inherently have more value because they will be written with the insight and authority of someone from the industry.
Send followers to your site
If you are an e-commerce IoT business, then making transactions is your top priority. An important aim of your social media presence should be to get people to visit your site. Social media posts about sales are obvious examples, but less obvious ways could be to link to articles on your blog – once they are on your site, they could then be encouraged to go to your shopping section.
On Facebook, you can pay to make targeted posts. This is when you create posts that will then be targeted at users who might be interested in your business – they might be the right demographic or live in the right geographical area.
We have all seen viral screenshots of funny interactions between corporate social media profiles and customers – your social media accounts have the ability to make you look less like a faceless company and more like a team of friendly people. Encourage interaction on social media profiles through contests and polls. A less positive but perhaps more important interaction between you and your customers is going to be complaints. When customers make complaints to your social media profiles, it is essential that someone on your team is there quickly to reply in a polite, friendly and helpful way.