Q&A: Spritz's Kaley Gelineau on Social Media Marketing

By Niklas Nordlof on Thursday, January 22, 2015

Tell me about yourself and Spritz.

I'm an Account Manager at Spritz, a boutique interactive Marketing Agency in San Francisco. We specialize in blending traditional and digital marketing tactics for maximum exposure for clients in all fields: lifestyle, hospitality, tech, sports, education, and entertainment.

What types of businesses can benefit from social media?

All businesses can benefit from social media. In this day and age, a digital presence is essential to growth and success. We like to think of social media as being another arm of your company, where you create a community of like-minded individuals, and build trust in your brand as a valued resource.

I've seen a lot of businesses with dead social media accounts-one or two posts from a year ago. Can these dead accounts hurt a business?

Great question. In short, yes. Social media is simply put, to be social. These platforms are designed for a brand to build a community, share information, and engage with others. If accounts are "dead" (showing little or no activity), users may find it off-putting-especially if your company has a customer service department.

Customers regularly take to social platforms to share feedback, gripes, or positive interactions. It's essential to monitor these sites and respond in a timely manner to show your audience that their feedback matters. Being transparent is essential to survive today.

Related, how often should a business post?

Depends on the platform. A general rule of thumb:
  • Facebook: Maximum 2 posts per day, seven per week.
  • Twitter: Because a tweet's lifecycle is so short, the more frequent, the better. Anywhere from 3 - 5 tweets per day is average for small businesses, but if you have the time and content, you can post up to 10 - 20 tweets per day.
  • Instagram: 3 - 5 posts per week, pending suitable content, and try to mix up the fun with business content.
  • LinkedIn: Once per day, 5 times per week.

Often, accounts go unused because people don't know what to post. So what should they post?

I hate to sound like a broken record, so please accept my apologies in advance. But I can't emphasize enough that social media is to build a community. This means posting content that is relevant for your users and that people would want to view.

If you wouldn't want to see it, don't post it. Feedly.com is a great source for getting information in your field-from inspirational quotes, to recipes, workout tips, educational articles-you name it. It really depends on your field, and what makes sense.

For bloggers: depending on the topic of the blog, you can post just about anything. Retweet your favorite brands, photos, quotes, recipes etc.

For artists/photographers: share other artists work or really cool photos and concepts. If you're a travel photographer, follow travel blogs and share their content, travel tips, how to pack, best lenses, international food choices, recipes you liked, and find ideas of how to bring that culture back home. Really, the world is your oyster- Use it.

Restaurant owners: behind the scenes at your restaurant, meet the chefs, meet the host/ess/wait staff. Share recipes to make dishes at home, wine pairings, and great restaurants to try in other cities. Are there any exciting programs or local events you're apart of?

Ecommerce stores: new feature items, contests, giveaways, sneak peeks of upcoming product releases. Post about gift ideas and deals. Depending on the brand, you can post funny memes about shopping, informational articles about ecommerce and holidays. Post infographics that show how is your site better than others-don't be afraid to have fun with it.

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