Etiquette is Still an Important Word of Mouth Tool in Social Media

Your social etiquette for word of mouth marketing

Have you ever considered your social media marketing attitude? How do you interact with your audience? What type of content do you deliver? In what manner do you deliver that content? Etiquette is an essential ingredient to any social marketing campaign, and will determine how your audience perceives you on a professional scale. 

What does etiquette mean to your social media marketing strategy? Do you discuss matters politely with your audience? Does your content appropriately tie-in with your brand? Above all, is your content presented in a clear and understandable context?  

If you can say yes to those preceding questions, it basically affirms to your audience that your brand puts into practice the art of professionalism. The authenticity of your expertise in your field will become clear. This provides extra value for your network. 

Basics of Social Media Marketing Etiquette

Socially acceptable contents

Perhaps, one of the most effective ways to practice social media marketing etiquette is through your contents.  Try to keep your contents professional. Too often, social media marketing contents mask or even detract from the professional image you’re trying to portray.

The best place to start keeping your content professional is to focus specifically on the subject of your brand. The art of professionalism in the use of social media is easy to lose track of – especially since, now and then, we’re all inclined to share opinions that we consider important to us. While this is generally acceptable for a personal or private account, when it comes to your brand, it’s crucial that you stay focused on 100% professional topics. 

Basically, a social network is a place where you share the ethos of your brand with your audience. It’s not a place for you to vent your personal issues, beliefs, and otherwise be socially self-centered. 

No one likes to listen (read) to social whining, especially since that particular aspect is already in abundance on the net. [tweet this].

Instead, you have to present brand authenticity. 

Consider what stance on issues your brand has. All brands will and must have their own viewpoint. But, each viewpoint must be presented in such a way that it opens a door for discussion instead of discouraging views. Keep your material conversation worthy so that your audience will be open to discussion and better yet, share it by word of mouth with their own networks. 

Because social networks already contain a vast array of updates and news information, it is important to understand that it is not necessary to keep your audience constantly updated on every news-bite. Your brand must utilize news updates effectively. They are not your personal contents, so they should be used sparingly (such as when they are directly relatable to your brand’s contents). You can use news updates to make an effective point. 

Socially correct approach

Keep in mind that each social network has a unique audience, which will require a specific marketing approach. So, it is necessary to have a different etiquette for each social network. Your Twitter audience may appreciate short updates and tags while your Facebook audience would enjoy conversation and interaction. For each social platform, you must have a different approach. Basically, you are looking at this as a way of speaking effectively to your audience. 

While content may be generally the same, it’s all about your presentation. How you deliver your brand’s message will affect how your audience perceives you. Do you understand what the audience wants? You need to be able to deliver contents that they want to see in a context that they want to see it in.

Of course, context also includes the way you communicate. Everyone wants to demonstrate themselves to be experts in their field, but if no one else understands what they’re saying, that isn’t going to be an easy accomplishment. 

The main issue with this is that many professionals talk to others in the way that they would talk to themselves. Their expertise has given them detailed insight into their particular field. So, it’s easy for professionals to understand complex data and technical jargon. Unfortunately, the audience may not have this same level of knowledge. Because of this, the audience may not be able to understand the message. They may be dissuaded from reading further or even misinterpret the message. As an expert, it is essential that you speak to the audience, at THEIR level. Not only is this professional etiquette, it is the most effective way you can ensure that your message is clearly understood. 

One last issue is the fact that it is possible to become too personal with your brand. While it’s important that you develop a relationship with your audience, it should always remain professional, especially when first initiating your social media campaign.

The use of appropriate social etiquette will affect how well the audience responds to your social marketing strategies. By providing quality content in a manner that the audience will appreciate, you will ensure that your brand sets a high standard for social etiquette. 

Content and Context

The right content for your social marketing strategy

When it comes to social interactions, what you say and how you say it will ultimately determine how the audience reacts to you. Because social media marketing is a fast way to connect which often appeals to customers, it is crucial that you promote your brand effectively.

Effective social marketing depends on the content and the context that it is held in. While it is possible to post valuable information, how it is held and its relevance to the life of your target market will affect how they respond to your brand.

What you say matters to the audience (Content)

The audience is always listening, but for how long is the ultimate question. Postings on social media will only last for a short time before they pass on. And due to the high-speed that technology provides, the average attention span is only about ten seconds. That gives you only moments to gain the attention of the audience- and hold on to it. 

Does the audience enjoy what you have to say? How do they react? The use of analytical tools has proven invaluable for any online marketing strategy. Use these to tune your content and adjust to current trending topics. What content is appreciated by the audience? What are their reactions? Remember that no reaction is the worst reaction there is. 

While getting their attention is most valuable, proposing that they share that information is just as important. Social media is an opportune chance for word of mouth marketing strategies, especially since valuable and attractive content is more likely to be shared through viewers to their friends.

How you say it matters just as much (Context)

While content is invaluable, there is also the importance of saying the right thing at the right time- in an effective manner. Consider the last thing you posted. Was it valuable content? It may have been, but that doesn’t mean that it was conveyed at the right time or even proposed in the right light. Even a beautiful painting can be viewed as a poor piece of art when it’s in the wrong place at the wrong time, or seen by the wrong crowd. 

Context has many aspects, some alluding to timing and others to clarity. With trends changing all the time, posting viable material needs to be done at the right time. Timing is basically the exterior part of your content, and is best achieved by knowing your audience and anticipating what they will want to hear at a particular time. 

The interior of context lies within how your post is perceived. It is possible to have a viable subject, but be unable to get the message across to your audience. To avoid this, clear and concise language that avoids confusion is a practice that should always be utilized.

Combine the two

One specific issue that many professionals incur is that they post only what they want to hear. They talk as though they were talking to themselves, not to an outside party. While you may seem like an authority in your field, it can detract from your social experience, especially since most individuals will only appreciate what they can comprehend. Speak to the audience- not over their heads. Avoid technical jargon that can confuse or even belittle your audience (it is good practice to explain and educate the audience where necessary). 

Additionally, clarity is of the utmost importance. Are you posting facts or opinions? Differentiate what is fact and opinion when you say it, since the audience will always have its own unique perception. Always ask yourself how they will view the content. Will they take your word for it or are you opening yourself up for discrepancies. Also, keep in mind that one of your primary goals is to establish your brand’s expertise. In order to maintain authority in your field, you will need to make sure that you keep your facts and opinions separate.

“Keep in mind that each social network has its own specific audience.” [tweet this].

The Twitter audience may not want to view your Facebook material or your Linkedin network may not enjoy your Pinterest boards. Each audience needs to be addressed specifically. And while the content may be the same, this is where context affects your social marketing strategy the most. 

How you engage your audience depends on your content and the context in which it’s understood. Be sure to utilize your social tools effectively and apply the uniqueness of your brand to your social marketing strategy. As long as your brand’s social content is held appropriately within the context of your specific audience, those that see will react and continue to offer you their valuable attention.