Rule #1 – Understand the website’s niche and community

Every website whether it is Reddit, Tumblr, Twitter, Facebook, LinkedIn, Instagram, etc … has a user-base.  There are folks that use one platform over all others more frequently.  The frequent users typically have developed an understanding of how to optimize an experience and interaction on that site.  A failure to understand that can result in being ignored, complaints being filed, and even getting banned from the site.  Don’t just post indiscriminately.  Figure out in advance what is expected, and what is a faux pas.

Rule #2 – Inactive Social Media Profiles can be damaging

While it is important to protect the username synchronicity across platforms (a.k.a. have the same username!), you need to have a plan as to what platforms will be active, and what you will do to manage sites where you do not intend to have an active profile.  You have got to be active and involved.  If you are not, then why are you on social media at all?

Rule #3 – Consistent Profile Username Across Platforms

Got to namechk.com.  They can help you look at over 150 different social media sites and help you to see if there are sites where your username is being used, either by you, by someone else, or if it is not in use at all.  Lock up your brand name, and your username profiles, or someone else may do it for you.   And if someone else does it, you may be exposed to brand dilution or even brand attack.

Rule #4 – Social Media Manager

Either do it yourself, or hire someone to do it.  You must have someone to hold accountable for crafting the media plan & the executing the media plan.  You have heard it said, “fail to plan, then plan to fail.”  If you are going to hire someone to manage your social media profiles for you, then be sure you have a plan to manage all aspects of that from access, to accountability, to how you want your brand (products or services) presented online.  Don’t assume that just because they have 10,000 followers that they understand how to communicate your brand presence to the masses!

Rule #5 – Written Plan for Engagement

Speaking of being accountable, be sure that you craft your messaging strategy in advance.  At an ABSOLUTE minimum you should plan your strategy at least a week in advance.  The optimal calendar is a monthly calendar with flex.  The flex means that you need to pay attention to trends and current events.  If you execute a strategy and ignore what is happening in the world, then your plan is useless.  Understand and incorporate newsjacking.  Don’t know what that is?  Better figure that out fast, or you will simply be irrelevant.  If you are irrelevant, you will be ignored.  If you’re being ignored, then you might as well not exist on the internet.  Be sure that you, and anyone you hire to manage your social media content, understand what is appropriate and inappropriate in terms of how to newsjack, and how your brand is going to be presented & perceived online.  No impression beats a bad impression all day long.

Rule #6 – Never Let a Post Go “Naked”

I have to thank Jennie Poppenger of Face2Face media in Thornton, Colorado (a.k.a. the Social Media Whisperer), she gave me this one and it has been borne out with other experts as well as results.  Think about it.  Where are your eyes drawn to first?  They are drawn to pictures first.  And even more specifically, our eyes are drawn to video before anything else.  We process thought in images and pictures.  And we are designed to respond to anomalies in the environment.  Text is boring.  I rarely post up with just text.  Even Twitter allows you to post pics and video.  The wave of the future is not just video on the web, but live streaming video (think Watermelon, Rubber Bands & Buzz Feed).  Either way … put pics with your posts or become a tiny pin in massive haystack of messages.  Experts say that adults wade through between 2,500 and 3,000 messages per day!

  Rule #7 – Honest. Transparent.  Real.

Another way to put this is that you need to be Real, Relevant and Now.  If you are fake or phony in any way, you will pay the price on social media.  If you are too obscure, then you make it too hard for people to connect, and you will pay the price by being ignored.  Get in tune with your audience.  Get in tune with current events.  Be aware of what is trending not only in the news, but specifically on your social media platform(s).  The Greatest Car Salesman ever, according to the Guiness Book of World Records, Joe Girard talks about the “Rule of 250.”  His reference is that sphere of influence that shows up for weddings and funerals.  On social media platforms you should multiply that number by at least 10.  And if it is a social influencer, look out.

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Pay attention to your brand online.  If you don’t pay attention to what you are saying, to what is being said about you, I promise that you will have to deal with what is being said about you.  The choice is yours … “to be or not to be” … PROACTIVE on social media.  It’s not just a question – it is The Question, online.

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