SOCIAL GRACES | Sponsored by Restonic

Thou shalt not do that again!

BY JULIA ROSIEN

I try to live a good life, free from temptation and sin. I try to do what’s right online, too, but that’s tricky some days. Why can’t there be a shortcut to some of this social collateral we’re working so hard for? Is your social media suffering from any of the seven deadly sins?

SLOTH:  In social media, sloth can be the death knell for your brand. It’s Google’s job to serve fresh content to searchers, and if your website hasn’t been updated since 2013, guess where it will land in search results?

Even more damning is the habit of duplicating content on Facebook, Twitter and LinkedIn. You wouldn’t create identical ads for TV and radio—social media is no different. If you’re just jumping into social media but worried about the time commitment, start small. Research which platform is best for your business or community and do just that one. Do it well. Really well.

LUST:  The sin of desire is symbolic of a lack of control. Being human on social media is an absolute must—being overly familiar or vulgar is not. For example, it’s perfectly acceptable for a mattress retailer to engage in an online conversation about why sleep is important. But sleep is an intimate activity that takes place in the most intimate room in our homes. Ensure your social media strategy:

✔ Is relevant to your audience and fulfills a need.

✔ Has a voice that’s recognizable as your brand voice.

✔ Is focused on building community and creating brand awareness for your store.

GLUTTONY:  Consuming anything to the point of waste is gluttony. Getting onboard with social media but doing it without a strategy is silly—if not downright wasteful. Social media, more so than any other medium, is measurable in both cold, hard facts and in anecdotal conversations.

If you’re not measuring your social-media reach, why are you doing it?

Doing social media right is easier than most brands think. Join me next month and learn how to avoid the rest of the seven deadly sins in social media.

Julia Rosien, brand engineer for Restonic

Restonic is a multitime recipient of the Women’s Choice Award by WomenCertified. Like us on Facebook (Restonic Mattress) and Twitter (@RestonicBeds). We’d love to help you reach your retail sales dreams.