Media Coverage
Social media is an ideal channel through which those stories can be told, but the idea of it can be overwhelming – particularly for those in the freight and logistics sector, which traditionally communicates in different ways to more consumer-oriented businesses that have content that naturally lends itself to Facebook, Twitter, Pinterest and the like.
However, utilizing social media is an unavoidable part of good communication in 2015. Clients, consumers, media, suppliers – they all want to see what your company does in the online space, and you are missing a trick if you don’t embrace the opportunities presented through powerful social media channels. After all, it’s free and, if done with forethought, will build your profile and position your business powerfully with your customers.
If you are thinking of developing or getting help with your freight or logistics company’s social media presence, ask yourself the following: who are you trying to engage with and why? What are the results or outcomes you are seeking to achieve?
Once you can answer those questions, put time and resource into the online platforms that can help you engage with the audiences you identified as important and which will support you in achieving your business goals.
There’s no point in being on Facebook if your clients are predominantly senior business leaders. LinkedIn (and LinkedIn groups in particular) will offer you a more fruitful pathway to success.
Here are a few points to get you thinking about your social media strategy:
Agree your tone and parameters – what information are you going to put up? What conversations do you want to be part of, and why?
- Create original content and show you are knowledgeable about your sector
- Curate, collect and share content that shows other good examples
- Show and tell, don’t sell – lots of businesses get this wrong; it’s not about what you can sell to your audience, it’s about adding value so they view you as credible and trusted
- Showcase your values and your people – ask questions of your audiences, and help them
- Measure your success – and focus on what works for your audience.