If you’re an Accountant, Independent Financial Advisor, Lawyer, or a Management Consultant, how effectively are you using social media? What does your professional social media personality look like?
Is it just something you try to fit into your busy schedule? Or maybe it’s an outlet for your company’s top-down communications; announcing initiatives, awards and broadcasting your company news?
The clue is in the name. It is social media. And you need to be sociable to really use it as an effective marketing tool.
Do Take It Personally
Online audiences respond positively to authenticity, and people relate to other people. So it makes sense for your business-based social media activity to be personalised.
One of social media’s defining characteristics is its interactive quality. The clear advantage that social media marketing has, is its ability to build a dialogue between you and your audience.
To do this though, you first have to attract people. This is where a more humanised approach really works well and your professional social media personality should be coming across.
What does this involve? It’s to do with devolving control and giving your business a recognisably human face. For example, if you want to post regular blogs or articles, put a name, and a face, to the author. Make it feel like your firm is talking to your clients, customers or prospects on personal level.
At the same time, the focus of this content you’re sharing on social media should be to your audience. What are your clients’ issues, needs, worries and concerns? Address these in a personal, approachable manner and, importantly, invite comment.
Reputation, Risk and Strategy
There can be reluctance, from a more corporate perspective, to take on social media at this more human level. There is, perhaps, a fear of reputational damage.
It may go deeper than this. By creating a slick, corporate public image, many firms cannot square this with being seen to be more human and approachable. But loftiness doesn’t cut it on social media. It’s people-driven.
It is important that businesses manage the risks involved in social media activity by having a clearly defined set of objectives. Personalising your presence and showing your professional social media personality isn’t simply about letting go and having a free-for-all. It’s about creating and maintaining a consistent approach that always remains in line with your overall business goals.
For social media to work for professional services it has to be completely embedded in the company’s ethos, with a clear understanding of how it should be working strategically.
If you want to know how to generate more business, or how social media can support your business objectives, and help your professional social media personality to start coming across for better engagement, from our proven social media process, contact Uniqua Brand.