Keeping a Pristine Online Presence – Part 1: For Businesses

In his post on, Steve Parrish challenges businesses to be careful what they post. Pointing out “what goes on the web stays on the web,” Steve encourages companies to “have a proactive strategy for their internet policy and preempt the damage that can occur from a digital miscue.”
Creating, adjusting as necessary, and sticking to an internet policy are crucial to maintaining a web presence and social media approach that enhances your reputation and stimulates your marketing.

The company website may be the first impression a potential customer and/or employee receives.
Use your website to creative a positive picture right from the beginning.
• Be visually appealing
• Be user –friendly
• Captivate your audience with your story – company beginnings, company history, and what your company is presently doing in the here and now
• Include a clear mission statement that reveals purpose, standards, community involvement, etc.
• Show why your company/product/etc. is the best choice. Never demean or be critical of a competitor.
• Present an open, honest picture that indicates you have nothing to hide.

Social Media:
The website is only the beginning. Keeping a clean and positive image, or brand, on social media avenues is also crucial to long-term success, and an important part of marketing. Monitor all your social media outlets and deal immediately with any negatives, removing derogatory comments or language. We’ll discuss Facebook, Twitter, and Pinterest.

Facebook: Take time to research and understand whom your audience is and what their interests are.
• Engage your audience with worthwhile, helpful content. Focus on the customer, rather than your product or services.
• Share original content helps your readers – be educational, enlightening, and inspiring.
• Connect by sharing photos that enhance your company’s image – but be cautious. Never share a photo that puts someone in a bad light, or for which you haven’t received permission of those in the photo.
• Avoid controversial subjects. Be kind and respectful in all your communication.
• If someone posts a question – respond promptly; if they post a great review – thank them: if they post a negative review – thank them for their input and provide a solution. If the company was in error, be honest and go beyond the call of duty in correcting the situation. People understand mistakes – they remember your response far longer than the mistake itself.

Twitter: Interact. Interact. Interact. It’s a daily conversation.
• Check your @replies and respond to comments and questions – short and sweet – even one word lets people know your business is listening and paying attention to their customers.
• Tweet content from blogs posted on your web page and/or news articles of interest to your field.
• Be a retweeter – follow your customers/clients etc.
• Encourage staff participation – but set clean guidelines – a rash tweet can do a lot of damage to your company’s reputation.
• Schedule five to ten tweets to post throughout the day and night – you reach more time zones.
• Participate in trending topics.

Pinterest: Visual content is the center point of Pinterest.
• Posting ample relevant photos on your blog posts and website create pinnable content.
• Creating board titles that catch your audience’s attention is essential, but don’t make the mistake of using suggestive wording.
• Use original images and infographics from your website – make sure they are both appealing and easy to understand.
• Remember your audience – this social media avenue is primarily women looking for fashion advice and do-it-yourself projects. If this doesn’t tie into your company, perhaps you should choose a different platform. On the other hand, a lot can be said about professional wardrobes, creating them on a budget, versatility in basic items, or on time management, organizing your office, etc.
• Be sure to include a “pin it” button with the social media links on your blog and website. Choose an image on your blog to create a pin.
• Again, follow your followers – if they have great content that supports your company interests, repin it to your board.
• Incorporate pins, brands, and techniques that are trending.

There are multiple platforms for social media. The key is to understand each platform, and treat it like a one-on-one conversation. Be respectful, kind, and use appropriate conversation. Follow the golden rule and, as Steve Parrish says, “Never post anything you would be embarrassed to have your mother read online.”

Keeping a pristine online presence will help your business grow. If you are a Bangor or Portland, Maine company, contact Springborn Staffing today. We’ll help your HR find the perfect match for your open positions.

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