In previous blogs, we touched on why you should use social media to promote your business and which platforms may be most appropriate to do so. But now that you’ve set up your accounts, what kind of topics should you post?
First, it’s useful to consider that social media is all about engaging with your customers and your community. So a good question to ask is: how do you want your followers to view your organization? What enduring qualities do you want to promote and how can each post position your organization in a positive light?
Here are five ideas on how to position your company for success via social media.
Position yourself as the “go to” thought leader for all things paperboard packaging by posting links to relevant industry articles (find these using Google alerts) and providing brief opinions or analyses. Posting these sorts of links demonstrate your commitment to keeping abreast of industry trends and also shows that you have your own ideas and solutions to contribute. You may also want to share your expertise by doing a series of posts on how to make a folding carton, for example.
Position your company as a leading converter of paperboard packaging by posting articles written about you or your organization. For example, each year many industry trade publications highlight the winners of PPC’s Carton Competition. If one of your entries wins and award and makes it into such an article, post a copy of the article on your social media pages. The idea is to share your masterful work—and to show that the press and industry leaders recognize your expertise.
Great value is placed on corporate social responsibility, so you don’t always have to focus on folding cartons or packaging solutions. Rather, on occasion post photographs of community service events in which your business, and particularly your staff, participates. Share employee wellness initiatives (weight loss programs, new gym equipment, etc.) and highlight their positive impacts via photographs and staff testimonials. The more you promote your company’s involvement with local community programs and initiatives, the more your customers (and potential customers) will want to do business with you!
Today, suppliers and consumers value environmentally conscious products and business practices. So position yourself as a green organization by touting your own sustainability initiatives as well as the sustainable nature of paperboard. For example, you could feature a series of posts highlighting the renewable lifecycle of a paperboard package, from its inception in a certified forest to the mill, to your plant, the store shelf, the consumer’s home, and finally to the recycling bin to be converted into yet another folding carton. Or, post photos of your annual TICCIT program event alongside relevant details, such as the number of saplings your organization donated to schoolchildren.
Especially on Facebook and Twitter, there are times when it is beneficial to engage with followers in less formal, more entertaining ways. We’ve all heard of the Roaming Gnome, so why not entertain your followers with a “roaming box” campaign where you post pictures of one of your cartons in a variety of locations? (Summer vacation season would be a great time for this). As the ALS Ice Bucket Challenge phenomenon recently revealed, viral campaigns have the potential to generate huge publicity (and huge proceeds). All it takes is a little creativity and catchy idea.
It takes some thought, but once you determine how to position your organization in the minds of your followers, executing a successful social media strategy can be a fruitful and enjoyable experience. Happy posting!