Facebook and Twitter have huge benefits for small businesses. Your success with social media marketing is determined by how well your strategy is executed. It’s crucial that the branding on your Facebook and Twitter accounts are consistent with your brand image and voice.
Connecting with your ideal and current customers through social media, as well as providing them with valuable content that is consumable will also play into the success of your social media marketing.
In a previous post, I outlined three common Facebook mistakes businesses can easily avoid. In this post, I outline three common social media faux pas you should not commit and how to fix them so your social media marketing is effective for your business.
Poor brand image: not having a profile picture or cover photo
The bottom line is this: Your social media profile designs should be consistent with your brand. Whether it’s the sign on your door, TV commercial or email marketing campaign, the same branding should be carried over to your social media profiles.
The style and voice of your content also needs to be consistent. When creating an account for Facebook and Twitter, make sure you are taking advantage of these branding opportunities and using the appropriate image sizes. Not having an image, incorrect size of image, or poor quality picture negatively reflects your business.
Here are a few tips for Facebook and Twitter profile pictures for your business.
- Facebook pages for businesses have a profile picture and a cover photo.
- Your profile picture is what will display next to all of your posts on your page and on other pages’ that you interact with. We suggest it be your logo.
- Your cover photo should be a unique image that represents your brand, product or service. We suggest you update your cover photo to fit with a campaign. Make sure to follow Facebook’s guidelines.
- For Twitter you can customize you profile picture, header image and background.
- Your profile picture should be a representation of your brand. We suggest your logo or the image of the person behind your brand. Nobody wants to follow a business on Twitter that has the “egg” photo. It’s also important to upload your logo to fit the designed size.
- Header image and background image for your Twitter account should also reflect your brand. Make sure the header image is not too busy since the text in your profile displays over the top. We suggest designing your own rather than using a template that may not accurately reflect your business.
This marketing channel is an extension of your brand, make sure your images reflect you in a positive manner.
Using the wrong logo
We encourage businesses to include social media icons in any advertising and marketing efforts. It’s important to use the correct logo for each social network that your business is actively using.
One faux pas that is fairly common is using the wrong Twitter logo. If you’re using the bubble lowercase T to encourage people to follow your brand or you personally (if on your business card), change it. Twitter’s logo is their bird. You can download it here. People may confuse the “t” logo with Tumblr, since their logo is very similar. Looking for your brand in a place where your business is not present, may result in a bad user experience. Plus, using the wrong logo makes your business look outdated.
We also suggest when asking people to follow you on Twitter to include your handle. (Example: @fusionfarm). If asking people to Tweet about an event or photo include the hashtag you want them to use. Make it simple for people to connect with you. People are willing to talk about your brand, product or service via Twitter. Help them market your brand effectively by providing the appropriate information.
This also is true when encouraging people to ‘Like’ you on Facebook. Include your Facebook page URL and give them a reason to connect . Don’t just include the Facebook logo in your commercial or print ad. What’s in it for the consumer? Let them know the value right there and they are more apt to connect with you. (Example: “Like Us on Facebook for coupons!”
Linking Your Facebook and Twitter Accounts
Many businesses have both Facebook and Twitter accounts and it’s important to know the features of each social media platform. For example, how to share content and how people consume it is different for each platform and thus businesses must establish a strategy for each.
Once you understand the features and functionality, it should be clear that linking your Facebook posts to your Twitter account is a big faux pas.
Here are 3 reasons why we don’t recommend linking accounts.
- Each Tweet is limited to 140 characters or less. If your Twitter account is connected to your Facebook account, the content will not fit into the character limit if longer than 140 characters. Facebook posts are longer than 140 characters will appear cut off on your followers’ feed. People are less likely to click through to see the entire post. You’re also at risk for having the Tweet be ignored if it the text cut off and did not catch their attention.
- Facebook is a visual social media platform. Photos are encouraged with Tweets but they display as a link. With Facebook you have the option of positioning the photo to appear so it displays in an attractive way. If you highlight a post on Facebook, we recommend sizing the photo appropriately so it fits the width of the highlighted post.
- There may be audience overlap. You may have the same people connected with you on Facebook and following you on Twitter. Give them valuable content on each platform. You can repurpose content but it needs to be presented in a consumable way for that audience through that social platform. Linking these two accounts may give off an impression that you don’t know what you’re doing with your social media strategy or that your business is lazy.
In addition, as outlined in this Infographic by MarketingProfs, Placester and Feldman Creative, auto-posting to Facebook decreases likes and comments by 70%! There are people behind your social media, not robots. The personal touch and humanization of your brand is important for your social media success.
Your social media strategy should be outlined for all social media networks your brand is actively using as part of its marketing. Make sure your strategy includes how you will get people to connect with you, your brand image and your content plan. Having a strategy and content plan in place will set you up to succeed, and not commit any of these social three faux pas.