Say who you are!

4 ways to improve your social media description:

When you’re delving into social media for the first time, there’s a few “MUST DO” items you need to attend to. I’ve blogged about many of these in the past, and you would have read about them on other sites.

You need a plan. That’s clear. You need to know where your target audience is. You need the resources to manage social media and a commitment to engage in conversation. You need to know how to measure success.

So when you’ve dotted those i’s and crossed those t’s, what next? Your brand and profile design are usually the next considerations. So you ensure you have the appropriate logo, backdrop and company colours, right? Easy enough.

What then? What about the words you’ll use?

This is where I see many company profiles fall down, again and again. Organisations are failing to adequately describe themselves and missing big opportunities. It’s so obvious, it’s not even considered.

To do: fix profile description!
To do: fix profile description!

Check that you’re doing the following:

  1. Say who you are. What business are you in? Do you sell widgets? Well, for goodness sake, tell us you sell widgets. Are you a hotel? Are you a restaurant? Are you a tour guide? Your business name might not say it all. Social media puts you on an international platform – don’t assume people have heard of you!
  2. Don’t use your mission statement. Your company vision or mission is NOT an appropriate piece of text for your YouTube, Facebook or Twitter biography. Your audience isn’t interested. Tell us what you’re going to do for us! Celebrate what you’re known for. Tell us how to engage with you online.
  3. Remember Search Engine Optimisation! SEO isn’t only for your official website. The words you use in your social media profiles have an impact on whether your target market finds you. Use important key words that describe your business.
  4. Your web address. I’ve seen many Facebook profiles and YouTube biographies where the company’s official website address is either absent or hidden away. Put your full address in your Facebook description (don’t just bury it under your Info tab), and include http:// so it’s linkable. Input as much as you can into YouTube. Don’t just load a video: you may as well create a whole channel. If you don’t have much content, just Favourite other relevant content to populate your page.

What are some things you think organisations could do better, with their social media profile pages?

5 thoughts on “Say who you are!

  1. Your observations on the “must do/include” items for companies looking at social media are really practical. However, I would also like to offer a couple of quick thoughts about language and tone in addition to the items you covered. Companies – content producers – need to ensure the words fit the audience and reflect brand personality. Of course think strategically, but write clearly and concisely. Too often, we get caught up in a kind of veil of formality and “organisational speak” in what is supposed to be the start of a conversation with customers or clients. I would also be interested in what SA brands or organisations you think are good examples to watch. Cheers.

    1. Thanks for your comment Peter. You’re right – tone and language are considerations, too. My post has focused on some primary ‘basics’. I encourage clients to have a style guide for social media that reflects who they are.

      Examples? Sadly, I have many bad ones and few good ones! (I just found another FB profile for a shopping strip in Adelaide that doesn’t even say it’s located in South Australia!) However … Farmers Union Iced Coffee do it well; their Facebook profile outlines exactly what they offer and – even better – they’ve got FB community guidelines which extend and support the fun of the brand. Flinders University has a good one, including URL. 4 Corners, Bookabee Tours, Novita Children’s Services – all have good descriptions (sadly, not all have URLs). That’s a few random examples.

  2. SEO is important, it’s something a lot of people don’t think about when it comes to their social media profiles both on page and off page because the reality is that a social media profile is going to be found before your website more often than not so you might as well take advantage of the extra authority offered!

  3. Hi Michelle,

    I just recently launched a Facebook page for one of my company’s initiatives, and your information was very useful, particularly in terms of the best way to engage with audiences through your bio and profile description. I’ve made sure to put action-oriented terms front and centre – great advice!

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