Business owners: Learn the art of schmooze on social media
Social media are not broadcast platforms. There is advertising for that, print, radio/tv, and online. Social media is part of the marketing mix, but is a Participatory
segment. It has a huge schmooze factor by its very definition of “Social” media. By creating posts – personal and business – that are interesting, helpful, personal, and authentic, you will add value to your Tweets, Facebook personal profile and your business page. With business pages, you have to find your fans to interact if they have posted something themselves. But you want to post great content so they’ll be interested and respond to it. These fan comments appear under your post in the main section of FB’s Timeline. With personal profiles, you need to post interesting updates that will generate commentary and likes.
With Facebook’s Timeline putting fan posts off by themselves in their own box, it’s important to pay attention to that side box and to respond to your fans. Fan posts are not visible in the main section of your business page Timeline so you must find them. Click Posts by Others will have them appear in Timeline’s main section temporarily so you can see who is talking with you. The default setting is Highlights (Blue box at top center of main posting area). If you aren’t responsive to your fans within a day, they may say forget it and go find your competitor.
The other important aspect of Timeline is that the main section is now more important to your business. Your content is what is shown and highlighted. If your content is broadcasting and not interesting, you won’t get the fans to comment on your posts. Without comments and likes, your content is hidden. You must be connected to your fans with content interesting enough for them to join in the conversation.
This tip is not only for business pages, but for personal profiles as well. If you aren’t commenting and liking and joining in the conversations that you see scroll by in your personal newsfeed, you won’t be seeing anyone but the folks you do comment on. You’ll be missing out on a lot of your friends and liked pages. And we all generally see updates in our feeds, rarely do we go to a specific page or profile unless we’ve been missing that person or page and want to see what is happening. You want to see as many friends and pages in your feed as you can and by interacting, your chances improve. Don’t worry, Facebook’s algorithm won’t send you updates from every single friend and page. Your feed would be overwhelming. But that algorithm is why you may have a limited newsfeed. Get social and you’ll see an improved newsfeed.
A business owner with a FB page needs to be schmoozy not only on their business page, but on a personal basis too. The more you start or join conversations with your friends, the more they appear in your feed. From that you can promote your business on your personal page from time to time by posting the FB link to your page and asking your friends to Like it to learn more about your business. But if you’ve neglected your friends by not liking and commenting, you miss the opportunity to connect with them. By interacting with your friends more, they will see your updates in their newsfeeds, including your occasional promotional post about your business.
When you share a personal update, it doesn’t have to be only My Kid Won an Award, which is more of an announcement. It can be something personal to you – the agony of needing reading glasses, the dog ate your best sweater, etc. and the comments usually will flow when your friends share a similar experience. Or it can be personal and interestingly wacky. I once posted that I had a craving for beets and was delighted at how earthy they tasted. That one post generated about 60 responses. About Beets! You can post about anything as long as you make it interesting where people want to comment on it. It’s like being at a party. You want folks to have fun.
Get your feet wet by being personable, social, and interesting on your personal Timeline. Then when you post as your business page, you’ll find it much easier to find your authentic voice as you’ve already done so on your personal profile. People will have honestly Liked you and will find it easier to like your business page too. And we all know, that people do business with those they know, like, and trust.
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