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Social Media – a logistical approach

Posted on by St John

Social Media – a logistical approach

The logistics industry has been slower than others to take advantage of social media and isn’t fully tapping into it can be used to promote products and services, talk directly to customers, and educate the industry.

It is fair to say that most logistics companies know that they need a social media strategy, but there remains a lot of confusion around the process of actually building one and how to then make it work for you. If you have been thinking of taking the plunge, then here are Prova’s top five tips to help you make the most of social media.

1. Know your audience
The most important step towards building a successful online presence is to know who you are talking to and how they like to be spoken too. With social media, you are speaking directly to customers or suppliers, so be personable!

2. Be visual
Photos and videos tell stories about you in ways that text alone cannot and you don’t need a big production budget to get this right. Use your smartphone to take pictures and short videos of customers, staff and any other things that are going on at your business. Then upload them. A picture really is worth a thousand words – and a video is worth a thousand pictures!

3. Add value
What you write must provide something of value to readers. Educating a customer or potential customer about a product, service or a particular issue is necessary in order to fully engage with them. This means that everything must be written in a manner that is easy to read and always has the audience in mind.

4. Don’t sell
Using Facebook or Twitter, it is important that you speak ‘to’ the audience, not ‘at’ the audience, so there is a careful balance that needs to be struck. Your customers want information on something useful to them, not just sales patter. Social is the keyword here, so creating an ongoing, open and honest conversation about and around your brand, your products and services will be very beneficial to your business.

5. Develop clear guidelines
If you have a social media strategy, you also potentially have a 24/7 customer service channel, so you need to be clear about the message that is being sent to the audience. It’s a good idea to spell out not just what employees should refrain from talking about on social channels, but, more importantly, spell out how employees are encouraged to participate. If you get the connection with your customer’s right and are being proactive in connecting with them it will be beneficial in the long term.

If you require further information please contact St John White: stjohn@provapr.co.uk

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