Some businesses choose to post on social media platforms multiple times each day. Others post only occasionally or rarely and others fall somewhere in between these two ends of the spectrum. What is appropriate to share and how often should it be shared?
Given the uniqueness of the services offered by those who support families at the time of death, extreme care on what to post and with what frequency needs to be decided on early.
Start with creating a policy on whether status updates, obits, events, articles and promotions appear on social media feeds. Ask this question. How often does your audience want to hear from you? How often do you need to be in touch with them to stay top of mind? What information do they feel you need to be providing them with?
What you choose to include in your message will ultimately result in how your community perceives you. This will become your image. If you extend Christmas and New Year’s wishes and then don’t post until May, it will appear as if you are neglectful with your social media updates. This is what consumers will remember. If you are neglectful in this area, what else?
Similarly, if your feed shows preneed seminar followed by preneed seminar…. Then you may be perceived as pushy sales wise. Balance is needed.
What is required is a long term proactive perspective. Regular posting will build up an expectation, whether it’s daily, weekly, monthly and resources should be allocated to achieve this. It needs to be a priority, not an afterthought.
Over the course of a year, a number of these posts can be shared with individuals who are friends through your personal profile. Staff members and suppliers can also be invited to share updates. Commit to six or eight “shares” annually. What could be an easier way to share what is going on with your funeral home or cemetery?