If your brand has a presence on social media networks, you are most likely going to get a fair share of feedback, both positive and negative. If you’re in charge of monitoring the brand’s social pages, it’s your job to moderate the conversations, and determine if a comment is out of line and needs to be removed from the site. As easy as it would be to delete any criticism of the brand, you have to maintain a transparency with customers so they continue to trust and follow the brand.
A social media manager’s job can be made easier with moderating policies or guidelines. Unfortunately, not every brand (including my own) has such a policy in place. It’s left to my discretion to choose how to respond to customers’ comments. Fortunately, I have yet to run into any major problems. The only time I have ever deleted a post, was when it was spam. The rest of the posts I leave out there for the world to see. I “like” and acknowledge on the praises on Facebook, answer any questions a customer may post, and try to help customers who may have some discrepancy with the brand or its social media.
Before you post or moderate any social pages, you have to be aware of the norms and behaviors of each different network. You most likely wouldn’t share the content that you post on LinkedIn, with your Facebook followers. While that is an obvious example, there are plenty of other examples out there. There are general norms of each network, but how a company approaches those networks, is going to differ from each different brand or person.
In my personal experience and usage, I share more personal posts and articles with my Facebook community. My Facebook followers are made up of mainly family and friends, so I have a level of comfort when posting on the network. I don’t think as much or worry how I’m going to be perceived because my followers all know me pretty well.
More professionals and colleagues follow me on Twitter, so it’s a completely different vibe. It’s a way more casual version of LinkedIn. I try to share professionally-related content, but I do it in a more fun, and trendier way. I love a good hashtag! I use more abbreviations or jargon because Twitter only allows so many characters. I also allow more of my humor and personality to shine on Twitter.
I view both Instagram and Pinterest in the same light in terms of how I moderate my pages. Both networks allow me to post more creatively. I think brands have the same advantage when using these networks (at least if they’re using them correctly!). These networks allow a brand or individual to reflect who they are or who they want to be. For brands that are struggling to bridge the gap between being professional and human, these networks could help you accomplish that.