How to run your company's social media accounts
How to run your company's social media accounts
Plenty of companies open an account on every platform because everyone else is there. A few weeks later the enthusiasm fades and they are left with pages whose latest post is long out of date. That can leave a worse impression than having no account at all.
Running accounts takes clarity and consistency more than it takes a large team. These steps will help you organise the work, whether you handle it yourself or with an outside partner.
Decide what you want from your accounts
Companies want different things. You may want people to know you, to receive enquiries, to reassure those who look you up before getting in touch, or to serve existing customers. Pick one or two aims, because they will decide what you post and what you measure.
Choose fewer platforms and run them well
You do not have to be everywhere. Ask your customers where they spend their time, look at where your competitors are active, and choose what fits your business and how much you can produce. Each platform has its own character:
- Snapchat and TikTok suit short video and everyday content close to people.
- X suits quick conversation, answers and steady follow-up.
- LinkedIn fits better when your customer is a company or a decision maker.
- YouTube suits longer explanations that stay useful over time.
Start with two platforms you can sustain, and add others once the habit has settled.
Get the basics right first
Before your first post, look at what a visitor sees: one consistent name that is easy to find, a clear logo, a short description of what you do and for whom, a link to your site, and a way to reach you. Company accounts should be registered to a company email address, with the login known to more than one responsible person, so nothing is lost when an employee leaves.
Make a content plan you can carry out
Good content answers real questions. Gather what your staff get asked, since that is your best source of ideas. Then spread your posts across a few types:
- Useful: something that helps the reader even if they never buy.
- Service: a clear explanation of what you offer and how you work.
- Trust: who works with you and how the work is done, with due respect for privacy.
- Invitation: a clear offer or request, though not everything you post should be an ad.
Keep a simple calendar and set a number of posts you can honestly maintain. A steady few beats a burst followed by silence. Prepare ahead for seasons such as Ramadan, the Eid holidays and National Day, and make sure what you publish suits your audience and its values.
Write with one voice
Decide how the company speaks: simple formal Arabic or something closer to everyday dialect, and how formal overall. Put it on one page with examples, so the accounts stay consistent even when the writer changes. Check names, numbers and claims before posting, and publish nothing you cannot back up. If your field is regulated, as clinics are, check the rules on advertising in it.
Replying is part of the job
An account is not a noticeboard. People write and expect an answer. Decide who replies, when, and what gets passed to a specialist. Answer complaints calmly, move the details to a private conversation, and do not delete polite criticism. Keep ready replies for common questions, and let staff finish them to fit each case.
Measure what matters to you
Follower numbers alone can mislead. Choose measures tied to your aim: messages and enquiries, visits to your site from your accounts, saves and shares, and customers asking about a specific post. Review them monthly, then repeat what worked and stop what did not.
If your team has no time for this, the marketing team at GenAI Hub offers a social media management service and works with you on the plan, the content and the follow-up.