Your brand’s social actions are just as important as its social content. Now don’t get me wrong, content is a driving force behind a successful social media campaign. But there is a lot to be said about a brand’s social interactions in addition to the information that it proactively publishes.

User interactions

Does your company have a protocol for how to respond to negative user comments on your brand’s social media pages? How about positive posts? If your answer is yes, then you’re off to a good start. If your answer is no, then we have a little bit of work to do. The point of having a social media campaign is to have SOCIAL interaction with other users. So when users like your Facebook content or Retweet certain Twitter Tweets, there should be some additional form of followup. It could be as simple as a thank you; or perhaps a Retweet of their content. Conversely, if your brand receives negative comments or an influx of customer service queries, these comments should be addressed publicly in order for others to know that your brand is hearing their demands and is there to provide support.

At Domus, we have constructed and implemented a complete social media protocol on behalf of OKI Data Americas, which is used to respond to a variety of potential user comments and actions. This protocol maintains that an appropriate response or action will be carried out in a timely manner in light of any user actions that may arise.

Linking and posting to relevant information

Promoting a steady stream of company information is important, but the best brands will also promote relevant content that isn’t self-generated, or for that matter, self-serving. This content may be industry-related news, compelling articles/social posts from news organizations or even news or posts from competitors. Linking to this type of information not only shows your followers that your brand has an ear to the industry floor, but it also helps to bolster your brand’s social media presence by embedding your brand on additional pages.

Following industry leaders

By following those in your industry that you either aspire to be or perhaps intend to defeat, you create an environment that is both complementary and competitive. Knowing what these individuals or organizations are doing from a social media perspective can give you a better sense of what they are doing as an organization.

These are just a few of the social media interactions that can impact your company’s social media campaign. Remember, posting content is just one piece of the social media puzzle.

Greg Smore is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805.