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How to build a digital adviser Part 4: social media

Personal or business account?

The more popular accounts – the ones people interact with the most – are generally personal accounts as opposed to company accounts.

People want to talk to and hear from real people. That’s why it’s important to make it part of your strategy to include personable, engaging, authentic content (which we’ll come to next).

The only exception here is Facebook Business pages. It’s better to post from your company page that your personal page here, although you’re probably not likely to get that many followers.

Whichever option you choose, it’s important to remember that social media is a two-way thing. Responding and getting into conversations with people is key to showing that you’re an approachable, transparent business. So once you’ve posted, don’t forget to ‘stay alert’ and respond to comments.

Plan your content

This is where the strategy comes in. What you post on social media needs to link up with your overall brand message: what you stand for, what you’re about and what makes you different.

If you’re blogging, then these messages will already be well on their way to being communicated, so in many ways, the hard work has already been done. What you need to do now is make sure your social media posts echo the messages in your blog posts.

This both helps to leverage the content and to drive people towards your website. This is how your social media activity begins to be joined up and to start working for you. It’s no longer something you do every couple of months, without much planning just because you feel you ‘have’ to.

Vary your content

Simply promoting your blog posts or company announcements is a no-no I’m afraid. So step two of content is to add to these messages by creating more spontaneous, natural posts that also chime with your brand values and your general messaging.

But this is where is can get confusing: what’s interesting and what’s a bore? What’s professional and what could ruin your image?

What you need to remember is “Is it relevant?” Take, for example, a post about your dog Barney, or the 6k run you went on at the weekend. In isolation those messages might well seem irrelevant to your desired audience.

However, if Barney is your office dog, and clients know and love him, then of course it’s relevant, because it’s a compelling, engaging part of your brand. It gives people something they can relate to, something that’s the opposite of dry, jargon filled factsheets and market commentary.

Likewise, if you’re training for a marathon in order to raise money for your charity partner, then it’s relevant for the very same reasons.

What we’re doing here is loosening the tie and showing who you really are as a business – the relaxed, human version, full of personality and character, but who is also professional.

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