As we get ready to plunge headlong into the fourth quarter, it’s a good idea to consider how you are using social media to promote your marketing message. Even if things seem to be humming along it is a good idea to reconsider things and make sure you are keeping up with changes. If there is one thing I have learned, it is that once you have everything mastered things are going to change.

 

 

Step One: Review & Update

 

First things first: Make sure your Facebook page is set up correctly. In the earlier days of social media, some businesses set up their accounts as though it were a person rather than a business. Instead of a business named David’s Framing, the account looks like it belongs to a person whose first name is David’s and last name is Framing. Setting up a page like this deprives you of many tools such as analytics, scheduling ability, and a call to action button. Additionally, Facebook looks at pages like this as potential scams, and you may find it unexpectedly shut down.

 

 

Whether your page is new or has been around a while, it is always a good idea to make sure it is completed on a regular basis since new features are always being added. For instance, you can add a call to action button at the top of the page that will let a viewer call you or go to your website easily. This tactic is especially helpful for mobile users. Other basics include a website, hours, a description of the business and address. Most of these can be edited through the Settings or by going to the More button under the page’s cover photo and selecting Edit Page Info. Fill in all the information you possibly can, and be sure to check it on a regular basis.

 

 

Step two: Content Planning

 

Once your page is set up and complete, next comes the obvious question of what to post. When thinking about content remember that social media is all about developing a relationship with your customers by providing them value. Your content should give them the tools to solve a problem, such as how to lay out a gallery wall, useful and interesting information such as ideas and trends in home decor or articles about art events in the community. Even entertaining them with an inspirational quote or a funny picture adds value.

 

 

Content Idea: Show off your work

 

Also, consider that social media gives you an opportunity to show off your work. Show interesting work with some information about the story behind the artwork. If possible, getting a picture of your thrilled customer showing it off will lend extra credibility and show that you know how to make customers happy. Since the vast majority of customers know very little about framing or the process, show behind-the-scenes views of your work. Play up the gee-whiz factor of your CMC at work and show how you use it to create unique designs. Show how you cut or join a frame. If possible, include video.

 

 

Content Idea: Incorporate Video

 

Utilizing video is the biggest driver of interest and engagement on social media, and it is getting easier to do every day. For a great example of how to use video for custom framing, take a look at Hanging Around Hoover’s Facebook page. Michael Mixon has done a great job incorporating video (include time lapse) into his social media mix.  Here is a link if you want to watch the time-lapse video of Michael creating a custom framing project featuring a needlepoint gothic cross custom.

 

 

Remember, any videos or how-to’s that you create and share are not meant to teach someone how to frame, but rather to give a glimpse of the magic you work behind the curtain. Also, when writing descriptions of framing, make sure that you step outside the mind of a framer and try to relate to a customer and their understanding. In other words, avoid jargon. Customers don’t know what a stacked frame is, but they can relate if you tell them that you can combine two frames together to get exactly the look you wanted. If you mention a fillet, explain that it is a small piece of trim moulding that goes inside a frame or a mat.

 

 

Take Action

 

Take some time right now before things get too hectic to set up or review your social media accounts. Complete, accurate information acts as another online listing and helps your followers get the most out of your efforts. Think of ways you can engage with useful content that will help solidify your reputation and relationships with your customers.

 

 

Look out for the next additions to this series an infographic with some content garnering ideas, and a blog post with six tips that will help you improve your content’s engagement and reach.