Positioning Your Social Media Message – Adjust but Don’t Fight
In our last post, we talked about the importance of monitoring your social media accounts and building on the conversation. Keeping in mind the goals of online marketing for your firm and the importance of tracking the return on your investment, it is important that you develop a clear strategy for steering your message. This holds true especially in the world of social media, where you may encounter community members who aren’t interested in having a discussion, but instead are looking for a fight. Dealing with trolls and others that may have their own agendas requires you to stay calm and stand your ground – and avoid crossing the defamatory line. As you’re developing your social media messaging plan, remember the following:
- Resist picking a fight – even if you feel that the information being presented is inappropriate or unfounded. When you allow your emotion into your response, you risk crossing lines and damaging perception of your practice and your firm.
- Remember your state’s ethics rules.
- Stay professional without backing down.
- Reassert yourself with a post that reestablishes your position. While a simple solution, reasserting and clarifying your message can have a positive impact on your audience simply because so few professionals monitor and respond to messages on social media networks.
Remember, too, that part of what makes a marketing message strong is the fact that it resonates with your target audience. Ensure that you’re taking advantage of social media to not only grow your connections and increase your network, but also to better differentiate between your offerings and those of your competitors.
Making your case by adjusting, clarifying, and positioning your message is crucial – especially in social media where there are so many things competing for your prospects’ and clients’ attention.
