I’m not sure who coined the phrase “set it and forget it” but it wasn’t me so I can’t take any credit. It’s an apt description however, for social media and how we use it. Many are taking advantage of social media posting tools to schedule posts and that’s a good thing. Or, at least it can be, when used effectively. Certainly it keeps me busy in my business which involves working in communications and blogging and posting content for various businesses on a regular basis. I am grateful for the work. What I am finding however, is that most of us are either spending too much, or too little, of our time on social media. In fact, very few of us are getting it “just right.” Of course, “just right” is also a debatable term since everyone has an opinion of what “just right” means. As a result, when it comes to social media, some of us forget all about it and have no online presence, or perhaps even worse, we unknowingly take the “set it and forget it” approach and have no social media presence at all.
Specifically, I refer to those amongst us, myself included, (not for clients of course, but my own business for sure!) who have adopted some of the technology around scheduling for social media but who are not using it properly. Perhaps you’re using Hootsuite, hootlet or buffer. Maybe you are even using the facebook scheduling tool. It might be that you have just enough knowledge to make you “dangerous” on social media because you start your work week by prescheduling a series of posts but then step away from the computer, never to return again. That’s the “set and forget” mindset and here’s why it’s worse than if you were never on social media at all.
- You are setting up false expectations amongst your customer base.
- You’ve built an online presence based on “interactions” but you never interact…leading to customer frustration.
- Your customers come to expect your posts and possibly, they also actively seek to engage you but you never respond, frustration then leads to distrust.
- Based on your social media behavior customers assume you won’t follow through, don’t care about your business or are lazy.
- Customers may start to actively engage other potential customers on social media, ranking your business poorly.
- Now you have missed sales opportunities and a bad reputation.
- Reputation is everything and arguably, online is where it matters most.
That last point is particularly relevant. Social media moves at the speed of light, possibly faster. As soon as you hear about a new app and download it, another bigger, better, shinier app has taken its place. The same will be true for your online reputation. If you don’t work hard to engage your customers online and respond to queries quickly and efficiently, your online reputation will plummet and a different supplier will take your place. It won’t matter how friendly you are at the “storefront” level – a bad reputation online can ruin your business.
The moral of the story is make good use of the social media tools that are available. By all means, schedule your posts, deals of the week, blogs (or whatever it is you post) using one of the many scheduling tools available. Just be sure you also schedule some follow up time, at various time throughout the week, to engage and interact with your online customer base because your online reputation is vital to supporting your real world business.
As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed? Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.
Sheralyn Roman B.A., B.Ed.
Writing Right For You
Communications Strategies that help you GET TO THE POINT!