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A social media presence has become ubiquitous for nearly every type of business. And while that constant presence may be beneficial, social media interaction can become stale, routine and consequently less effective. For a company that has been engaged with social media for multiple years, it may be time to take a fresh look at how to utilize this tool, especially if a business’s initial foray into this arena wasn’t well-planned.
As Sydnie Kelley, creative director for Career Potential LLC, headquartered in Augusta, Ga., explains, a common mistake companies make is failing to clarify ahead of time exactly what they want to accomplish via their use of social media. Instead, they jump on board, feeling they must because “everybody else is doing it”—a mindset that doesn’t always work to their advantage.
“With no main goal or direction for your social media presence, it can actually make your company lose credibility, professionalism and potential customers because of its undefined messaging or storyline and unorganized look and feel,” Kelley says. Career Potential offers speaking, training and consulting services to individuals and organizations, along with leadership development skills and strategies.
Devising an overall social media goal and strategy as well as identifying the target audience can help companies determine which platforms are going to deliver the best results, she says. Once those parameters have been defined, a business needs to figure out who the typical users are of whatever platforms it’s considering and how closely the platforms match those with whom the company hopes to connect. Other considerations include what comprises the “optimal content for that platform” and if the company will be able to effectively execute that content, Kelley says.
For example, younger people tend to use Instagram and TikTok, whereas an older audience is likely using Facebook. Facebook is a good platform for posting “awareness content” such as company events and important milestones, she says. It’s also useful for brand-building and maintaining a consistent image. On the other hand, Instagram relies on “visually engaging” videos or photos. Then there’s LinkedIn, which can reach younger and older professionals alike.
“Think of [this] as your networking breakout session at a conference,” Kelley advises. “Keep it professional and credible yet approachable. This is often the place users go to find more information about what it is like to work for or with your company.
“It is our recommendation to use all tools,” she continues. “But make sure you customize your message and delivery for each audience.”
Targeting the targets
For companies that have so far resisted the use of social media, it may be time to reevaluate that stance, particularly if there’s a concern over how to replenish the workforce with younger employees. Social media is an especially important vehicle for those wanting to get the attention of this demographic, says Melissa Furman, Ph.D., president and founder of Career Potential.
“Most younger workers use social media more than they use websites or even search engines like Google,” Furman says. “If you don’t utilize social media, it could impact your credibility with younger employees, and you are missing an opportunity to use a critical recruiting tool to attract and retain younger workers.”
Consider Anchor Industries Inc. Located in Evansville, Ind., Anchor provides tents, shade structures, custom fabric/frame products and more. Marketing coordinator Haley Shoulders says the company began using Facebook in 2010, adding YouTube in 2011, Instagram in 2017 and TikTok in 2022. (It also uses LinkedIn, but Shoulders is uncertain as to when this started.)
MIDDLE: A wider view of Anchor’s Aurora sailcloth tent. Companies can use their social media posts to feature their products in different applications and settings and with different views, showcasing their versatility, creativity and flexibility. Image: Anchor Industries/Honeywood Event and Tent
RIGHT: A field of flowers creates the perfect Instagram-worthy photo of this Century® Mate Expandable tent from Anchor Industries. In the social media world, visually appealing components are essential to draw in viewers. Image: Anchor Industries/Quality Rental
“Anchor wants to meet customers where they are,” she explains. “The current and next generation of rental owners are more than likely on social media, so we shifted some of our marketing to these platforms. We think that by using the multiple advantages of social media, we can reach a broader and more diverse audience and target specific groups more effectively.”
Using different platforms not only gives the company more visibility, but it also allows the business greater content flexibility. For example, on Facebook and Instagram, it posts things such as customer highlights, product launches and “exciting news.” These vehicles also celebrate employee achievements and milestones, which can help with retention efforts as well as recruitment when the employees repost to their personal socials. Consisting of short videos, TikTok serves a less serious purpose, while LinkedIn is used for recruitment, for announcing product launches and touting customer achievements. As for YouTube, although Anchor’s channel has been up since 2011, Shoulders says the company started using it more frequently in 2020.
“The kinds of videos we post are the launching of new products, installation instructions for our customers, employee spotlights, meet-the-team shorts, company events and parties,” she says. “We tend to keep these videos short—usually under three minutes unless they require more in-depth explanation, like our install videos.”
What does she make sure not to post? Anything controversial or negative (especially about competitors), inappropriate humor or jokes, personal opinions and content that is overly promotional, the latter of which can turn off followers.
Sarah Crews, director of sales and marketing at Economy Tent International (ETI), a Miami, Fla.-based frame-tent manufacturer, says the company started using social media in 2009, posting simple updates along with images and photos of events to showcase its products. Its social media arsenal currently includes YouTube, Facebook, X, Google My Business, LinkedIn and Instagram.
Multiple platforms allow ETI to reach different users/targets, tailoring content to best resonate with a particular audience, says Crews.
“For example, YouTube allows us to share longer, more detailed videos, such as tutorials, product overviews and new-product releases,” she explains. “Instagram and Facebook are better for visual content like Reels, photos and quick updates to keep our brand top of mind with customers. LinkedIn is ideal for professional networking, recruitment and sharing industry insights, while Google Business posts help us maintain a strong local presence and connect with nearby customers.”
Balancing in-house and outsourced elements
Crews and Shoulders oversee and approve what is posted on their platforms, and for most companies, this is the optimal approach. It also removes the risk of employees posting content that could undermine the company’s reputation. This can help avoid problems since as Furman observes, “There are legal implications and organization-specific implications” when it comes to monitoring employee activity.
Shoulders, one of three people on the Anchor marketing team, manages the company’s social media. “We have not created a position that just focuses on social media,” she says, adding this task comprises a small part of her duties at Anchor. “For a while, we didn’t have anyone to shoot or edit videos on our team. Our YouTube and website lacked because of that. We eventually outsourced projects, and I have been taking the time to learn.”
Other than buying a drone, which Shoulders says did “elevate” the company’s social media efforts, Anchor didn’t purchase any special equipment for the marketing work. The drone enables Anchor to take interesting shots at different angles, adding a “wow factor” to its photos and videos.
Crews uses an outside company, Digital Marketing Service Pro, to handle ETI’s social media. Located in West Chester, Pa., the agency offers an array of social media/marketing services to local and national event companies, manufacturers, and video production companies, says owner Brian Zippin.
Zippin’s company has an array of technology for producing professional-looking content for ETI, freeing Crews from the need to buy anything specific for this purpose.
“Brian and his team of eight are responsible for managing the entire social media content creation and scheduling process,” Crews explains. “They plan and develop posts quarterly in advance, which includes creating videos, images and written content that aligns with our overall strategy.”
Social media content includes company milestones, employee achievements/recognitions, “engaging visuals” such as event photos and promotional content, says Zippin, adding that videos seem to generate the most engagement.
“People really seem to enjoy watching them, whether it’s product demos, behind-the-scenes clips or informative videos,” Zippin says. “Social media has been a great way to connect with existing clients as well as attracting potential clients. While it’s helpful for recruiting new employees, our main focus is using it as a communication tool to strengthen relationships with current and future clients.”
Plan to succeed
Helping Crews maintain control is the fact that Zippin and his staff plan content quarterly, a tactic that allows ETI to be more deliberate with its posts, coordinating them with important promotions, product launches and seasonal campaigns, she says.
“It’s a collaborative and efficient process that balances creativity with strategic oversight, helping us stay consistent and relevant across platforms,” Crews says. “This proactive approach ensures that we always have a steady stream of engaging content prepared, keeping our brand visible and top of mind for our audience.”
Quarterly advance planning as well as setting a theme for each month has proven to be one of the company’s “biggest social media successes,” says Zippin.
“This approach helps us stay organized and consistent, making it easier to engage with the audience,” he explains. “For example, one month might focus on new product releases while another highlights customer success stories.
“My advice for companies trying to grow their following is to create a quarterly schedule and pick a theme for each month,” he continues. “Preplanning your content will save you time and allow you to focus on creating high-quality posts that resonate with your audience. Be sure to mix in videos, as they tend to get the most engagement.”
Pamela Mills-Senn is a freelance writer based in Seal Beach, Calif.
SIDEBAR: Social media tips
Haley Shoulders, marketing coordinator for Anchor Industries Inc., Evansville, Ind., provides the following tips for companies that want to sharpen their social media presence:
- Know your audience demographics and tailor your content accordingly.
- Be consistent and patient with posting because attracting followers requires both.
- When appropriate, reuse content across platforms.
- Use high-quality images and provide education when possible.
- Demonstrate engagement by responding to comments, messages and so on. Be transparent, professional and concerned when addressing negative feedback.
Don’t ignore your audience, says Brian Zippin, owner of Digital Marketing Service Pro, West Chester, Pa., seconding this last point. It’s also important to take your time, he adds.
“Never rush your posts without reviewing them carefully,” Zippin says. “A little planning goes a long way in avoiding mistakes and building a strong, professional presence.”