How to Improve Your Company’s Social Media Presence

An active social media presence goes a long way.

BY CHANTEL GUERTIN, GHOST BUREAU PARTNER

You’ve likely searched for info on this topic and read the same tips over and over again: Post regularly and comment on other accounts to show the algorithm you’re active. But improving your company’s social media presence is a bit different than a personal account. Here are five ways to improve your company’s social media presence:

• Choose the right platforms for your business. You may love Instagram but if your clientele isn’t on the platform, it shouldn’t be your primary focus. 
• Don’t sell. Selling should be saved for paid campaigns. Organic social should be used for awareness only. Inspire, educate, engage—but don’t sell your product or service.
• Engage with others. Yes, you’ve probably read that tip before. Here’s my twist on it: most articles will tell you to log onto the platform 10 minutes before posting and like and comment on other posts, then post your own content. The problem with that tactic is that you’re completely ignoring any engagement on your post. Instead, if you’re going to use a scheduling app, use that to free up your time so that you can later monitor the post, reply to comments and engage with other accounts at a different time of day than you’re posting.
• Engage with a persona. People don’t connect with companies, they connect with other people. During the pandemic I noticed that Barry’s Bootcamp did this really well, allowing their trainers to take over their social media accounts. It was a great way to get to know the people behind the business. We’ve implemented a similar tactic with one of our clients. Instead of posting as the company, we post as the CEO, on his accounts, creating content that focusses on thought leadership and innovation, and how they relate to the business. As a result we’ve seen interest and engagement improve more than 87% over the last reporting period. 
• Get your staff involved. Don’t ask them to make their private TikTok account public. Instead, ask for them to log onto their LinkedIn account, and once a week, share or comment on a company or CEO post. When you post on the company page, you can notify employees, which helps remind them. The success of your company lies with your employees, so get them involved, too. 

Chantel Guertin is a partner at Ghost Bureau, who creates content and manages social media accounts for multiple personalities and companies. If you enjoyed these tips but don’t have the time to implement them, contact us to run your social media accounts. Email hello@ghostbureau.com for a complimentary consultation.