Five ways to improve your business' social media presence

Most companies in business today are aware that social media activity is a major player in almost every successful business model.

But it's how a business defines being "active" on social media that can make or break the tactic. One post a week won't cut it. Seven posts that don't interest the audience won't work either.

Here are five things businesses on social media should consider.

1. Be proactive: Don't let a negative comment that spreads like wildfire be a sign to log in. Mark Schaefer, a social media marketing consultant and author of six books, including "Social Media Explained," said a company needs to post content for months, or even years, to build a strong relationship with its audience.

"You can't start developing trust when you're having problems," he said. "At that point, it's too late."

According to a 2016 study conducted by University of Tennessee professor Kelly Hewett, negative social media has a direct impact on subsequent sales. The study, which looked at four U.S. banks' Twitter activity for seven years, also found that the companies who tweeted more often had less bad news surrounding them, including fewer posts to their social media accounts.

Post consistently. For most companies, that's approximately once a day on Facebook and at least once a day on Twitter, Schaefer said.

2. Know your audience: On social media, a business' customer base becomes a business' audience. Social media users are there to get away from advertising, Schaefer said.

"People don't go on social media to learn about your new line of ball bearings or skin care treatments," he said. "They go on there to relax, to have fun, to see pictures of grandkids and learn the latest about grumpy cats. If you go on (social media) and try to sell, people will block you out."

He said consistently posting content to which the audience can relate will cause customers to "seek you out" when a product is needed.

PetSafe Brand works to be as relatable as possible on social media. Jason Hart, director for PetSafe electronics, said that throughout the years, the company has posted engaging content about pets and less about the company's product.

In January, the company's Facebook page featured an almost-daily post including pet memes, news stories about unique pet adoptions, rarely known pet health information and a survey to nominate a pet for a PetSafe photoshoot. There were no posts including PetSafe products.

"A cute puppy photo contest. That's engagement," Hart said.

Content that engages, interests and helps the audience will build trust and help the business in the long run, Schaefer said.

"Instead of 'sell, sell, sell,' it has to be, 'help, help, help,' " he said.

3. Don't ignore negativity: The worst thing a business can do is ignore a negative comment online, Schaefer said. He said, in some cases, negative information can be a gift by pointing out an issue the company needs to address. It also gives the company a chance to "show what you're made of with how you respond."

"If you respond in a kind, positive way, that provides a glow to the business," he said. "Try to address every piece of feedback."

Schaefer said 98 percent of the time, acknowledgement, empathy and, in most cases, an apology will take care of the customer's problem. In cases where a problem needs to be addressed, take it to a private message or phone call.

Knowing the audience and building trust comes back into play here. Hart said the company sometimes receives negativity in response to its static correction products like bark collars and remote trainers. Other users respond.

"We test these products, and we know they're humane," he said. "But when (negative comments) pop up, since its someone's opinion, it's much better for users who have tried (the product) to defend it. ... We have a perceived bias, but an independent user is viewed as more credible."

4. Establish a social media policy: A set of guidelines outlining content and procedures for negativity is a must for every company online, Schaefer said.

Once the company has established what kind of content relates to its audience and how to respond to negativity, write it down and distribute it to ensure consistency.

5. Be human: The best way to connect with the audience is to be "as human as possible" online, Schaefer said. He said companies have employees with tips and expertise that can, and should, be shared as useful content.

"We need to share our heart with the world," he said. "For hundreds of years, we did business with people that we really knew in our neighborhoods. ... Mass broadcasting and advertising started, and it worked really well, but we lost that personal connection. But that doesn't mean that our customers don't want to still buy from those they know and trust.

"With social media we have this historical, important opportunity to regain that and connect to people in a personal way."