1) Remember who you are representing
In the role of a community manager or social media organiser, you are in charge of online interaction. Never write in first person, and don’t go off-topic – particularly if it means entering controversial areas like politics. Remember that, for the purposes of Facebook, you are your company.
2) Keep your message consistent
Your social media strategy should be clearly planned. Are you going to be serious or jokey? What kind of voice do you want to use to speak to your customers? Make sure it matches your brand, then stick to it. Everything you post should be clearly identifiable as belonging to your brand.
3) Don’t post too much
Be sure to space your posts out. Too many posts in a day, and customers will rapidly unfollow. It’s a good idea to schedule planned posts, but always double-check them before they go live. An unexpected event, such as a tragic news story, can turn your light-hearted planned post into a PR disaster.
4) Respond constructively to complaints
Again, keep your voice consistent. Remember that other potential customers can see your response, and a loss of temper – however quickly you delete it – could go viral. When a customer complains, be sympathetic, provide a clear response, and offer alternative contact routes for a private discussion.
5) Check your spelling and grammar
It may seem small, but in a text-based medium, it matters. Poor writing will make your company appear unprofessional.
6) Engage with the comments
Don’t leave your customers commenting into a vacuum. You can give their words a like or, even better, a response. Your replies don’t need to be essays, but they should make your customers feel appreciated and part of a community.
7) Never get into arguments
There’s a saying online: don’t feed the trolls. Nobody looks good in an internet argument. If somebody complains, respond once, then gracefully step away. That way, you’ll come out on top.