To quote Spiderman - "With great power comes great responsibility." And when Spidey hands out gems of wisdom, it's generally worth listening.

We've been told over and over, but do we really understand the responsibility we have as social media managers and the potential impact the content we post can have on our audience?

Behind any great communications strategy should be a social media plan to carefully divide the content you intend on sharing publicly with your audience, and to ensure all messages remain consistent throughout all media channels.

Whether it's a quick tweet showcasing the company's newly developed product, or a Facebook post of the Managing Director's cat wearing a party hat, you need set internal guidelines to help filter content to the appropriate platforms.

We've included 5 tips to help you develop a well-rounded social media plan:

  1. Don't go static - Keep content fresh, and that means posting engaging content regularly. Quick tip - post content that facilitates a conversation rather than broadcasting information.
  2. Be genuine - Bad or bias content is blatantly obvious. We can see sales spin a mile away, so it's important to establish your company's voice and to remain true to its values.
  3. Reply - This is constantly overlooked. Avoid a social media meltdown and respond in a timely manner to enquiries. It's extremely important to address negative feedback positively. Deleting negative comments can often fuel the fire of a social media flame war, and can easily be avoided by addressing concerns promptly without getting emotional.
  4. Listen - If your audience is talking, it's definitely worth listening. The biggest benefit of social media is the two-way channel of dialogue you open with your audience. Listening can hugely benefit your business, especially when genuine feedback can be costly and often difficult to source.
  5. Learn from mistakes - Despite the apparent lack of control we have over where an online conversation leads, we do have the power to steer discussion through the content we post. If you receive an abundance of negative feedback on a post, take note for future posts. It's important to learn from your mistakes and to make adjustments to your content strategy based on the feedback you receive.

Without posting content, you won't know what works and what doesn't. It's important to delve into social media to discover what the appropriate course of action is for your company. Once you fine tune your content strategy, you'll see your social media continue to grow and develop prosperous relationships with your intended audience.