SOCIAL GRACES | Sponsored by Restonic

Thou shalt not do that again!

BY JULIA ROSIEN

Got a social-media strategy or are you winging it and praying it all works out? We’re all guilty of cutting corners once in a while, but if you’re engaging in the deadly sins of social media, you’re on a crash course for disaster. (Read part 1 of this series here.)

GREED: If you’re late to the social-media game, it can feel like you’re swimming upstream against a massive current. You might be tempted to harvest followers from automated tools but don’t do it. Admit you’re a newbie and ask for help. A small, well-connected community is more powerful than a large, disjointed one. Give it time—it will grow.

WRATH: Ever lost your cool with a customer who’s made it her mission to make your business the target of her anger? Address customer complaints by exchanging phone numbers and having a real conversation—during which you can interact as human beings. Airing dirty laundry on social media or in an email is never a good idea. Remember, nothing on the Internet ever truly goes away.

ENVY: What I love most about social media is its transparency. If you’re tempted to copy a competitor’s social strategy, don’t do it. Online shoppers hop from brand to brand when they’re in research mode, and copied content comes across as nothing more than a cheap knock-off. Create your own brand personality and stand out online.

PRIDE: Hubris is a slippery slope in social media. It’s normal to want to celebrate when you reach milestones, like your 100 (or 1,000) fans on your Facebook wall. But remember, those fans are there because they’re getting something from you. They aren’t there to stroke your brand ego.

When you reach a milestone, use it as an opportunity to ask for feedback—how can we serve you better? Give away gifts to random fans. Celebrate members of your team who made it happen—have an office pizza party, take pictures and tag your employees in them. Thank your fans—nothing charms people more than genuine excitement.

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.