Social Media Best Practices

Service businesses use social media in a variety of ways. There is no one right way to use social media. Know your goals and the value you want to get out of it. This will set the stage for how you move forward. Remember, this channel is not just to boost sales. It also contributes to recruitment, customer service, and building your brand.

As a service business, you want to define the experience of what your service offering tries to fulfill. Showing your personality online will allow current and potential customers to relate. This personality formulates your brand and this helps add tangible value to the organization.

Before we look at examples, remove yourself from traditional advertising. Social media is not strictly a promotional tool. You need to build that relationship with your audience. Only then will promotional messages be successful.

Social media is a humanistic experience. If your Facebook page doesn’t behave like humans do, you will have a tough time finding success.

Nobody likes a talking robot.

Let’s go through some real life examples of types of personalities you can create:

Capital Plumbing: The Best Friend

Twitter: @capitalplumbing

Facebook: Capital Plumbing & Heating Ltd

I highly suggest scrolling through their Twitter and Facebook pages to familiarize yourself with some of the tactics they’re implementing.

Capital Plumbing & Heating Ltd uses social media to interact with customers. Their tone and messaging speaks to the people they serve. They put a spotlight on happy customers. They show their audience the expertise and attention to detail that they put into their work. Are they asking for your business? Not always.

They will give you tips to help you with your furnaces, and show fun (and disgusting) things they work on. Then and only then are they able to post a sales pitch to give them a call if they are in need of their services. Let’s look at some examples.

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Here is a great example of showing your personality as a business. The imagery of work completed and employees helps validate their service. Putting a face to your business is something you MUST do! Show you are a real company doing real work with real people.

They also use their expertise to share knowledge to the community.

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Thanking customers publicly allows for them to look approachable and easy to work with. This will encourage those customers to share and tell their friends about Capital Plumbing.

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The Sales Pitch

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Be fun. Allow users to see the funny side of your personality. Here we see this business relating the weather in the geographic region to their post. And then they slide in a subtle promotion to give them a call.

Don’t be aggressive sellers on social media, be honest.

Nobody wants to be sold while they are scrolling through their feeds. They want to see positive interactions, something that initiates an emotional response.

Open the door for interactions with your customers and you’ll build a community that is active and relevant to your business.

The Results for Capital Plumbing

The results for Capital Plumbing?

221 Followers on Twitter

464 likes on Facebook

19 Reviews on Facebook with an average of 4.6 stars out of 5

No Kai Oi Landscape: The Thought Leader

Twitter: @NKOlandscape

Facebook: No Kai Oi Landscape

I highly suggest scrolling through their Twitter and Facebook pages to familiarize yourself with some of the tactics they are implementing.

No Kai Oi Landscape centres their social media around knowledge. To do this, they have a fantastic blog. A great blog makes social media management easier. Because you have something to talk about!

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So their audience isn’t just the customer, but also anybody that’s interested. Scrolling through their Facebook feed, you won’t find many sales pitches to contact them. Instead, they are constantly linking out to blogs.

They also have tips of the week. These recurring themes allow the audience to have something to look forward to or expect to see in their feed on a recurring basis. Themes can be used to create something that is familiar and memorable for the audience. Highly suggest giving it a try for your business.

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This strategy positions them as a thought leader: the company with the knowledge and expertise within their geographic region.

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The Results

4,056 Twitter Followers

3,251 Likes on Facebook

24 Reviews on Facebook with an Average of 4.5 Stars out of 5

Plan: B Cleaning: The Recruiter

I highly suggest scrolling through their Twitter and Facebook pages to familiarize yourself with some of the tactics they are implementing.

Facebook Page: Plan: B Cleaning

Social Media is also a way to show off your workplace. Plan B Cleaning doesn’t showcase their customers, they showcase their employees. They highlight job opportunities, new employees, and ask what smoothie they should give their team:

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Ya they only 1 review on Facebook. But that’s not their goal! They want to use social media to help with employee retention and recruitment.

Here is a job posting they published:

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32 LIKES and 18 SHARES! The largest interaction that we’ve seen in one post through all of these examples. Why? Because every post they create has a way of demonstrating what a great workplace Plan: B Cleaning is. So when they put up a job posting, people go CRAZY!

Oh, and what happens when you get hired, you get a post like this:

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This example shows you that social media is not just about getting business. It can be used in many ways to help different parts of your business!

The Results

What about you?

Are you the best friend? The thought leader? Recruiter? Or a combination of them? Remember, there is no right way of running your social media. Find a strategy that works for you and use social media to help your business in a variety of ways.

Look at your business and set goals for your social media. Not sure how to set goals? Read on.



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