The current question is not whether or not you should be using social media, the question to be asking yourself is "How should I be using social media?"
Fan Page Do's and Don'ts (and How to Annoy Your Fans)
Do:
Target event invitations by location. You can target by country, state or even city. If you are having a happy hour or a wine club pick up party, do not send your invite to all fans - send it only to those in your area. The bigger the event the larger the radius. No one is going to travel 2 hours to go to today's happy hour.
Post interesting and relevant content! Keep your fans interested and engaged by providing interesting news, information, etc.
Create a short vanity URL. Any Fan page with more than 25 Fans can create a shortened URL for their page as opposed to the lang ones automatically created by facebook, similar to ours:
Get your URL out there! Once you have a short URL, put in in your signature, on business cards, marketing material, etc.
Link your fan page to your website with a "become a fan" button.
Link your blog to your fan page. If you have a blog, use Social RSS to have your blog content automatically transferred to Facebook.
Use the "send an update to fans" wisely - and sparingly. Most people's in-boxes are inundated and overuse will cause you to lose fans, not gain them, so save this for important messages. Post general updates and product info to your wall.
Accept or ignore causes, pages, etc. as appropriate and as you wish your customer’s to perceive you and your business (religious, political, etc.)
Engage your fans. Reply to their posts and respond to emails as you would your regular email in-box.
Update your page as frequently as makes sense for you and your business. Post photos, specials, recipes, ask opinions, etc. Keep it interesting!
Seriously consider allowing your fans the option to post. Many businesses have their page set so that only they can post, which can come off as very self-serving. Encourage engagement by your fans!
Save time and energy. Link your fan page to your Twitter to update both at once.
Post and tag your fans in photos of your events. However, use discretion when posting! You will not create good will if you post unflattering photos of anyone.
Over use event invites. I have sometimes receives 4 or 5 invites from the same business within minutes. This is not a way to gain fans - it is a way to lose them.
Only use your fan page to sell, sell, sell. Yes, people realize that you are business, and you wish them to buy your product or wine, but who wants to go anywhere where they are just going to feel "sold to?". Mix it up and post some things just for fun and interest.
Instant message people as a means to sell something! (No, for the third time, I don't want to become an Avon Rep)
What has worked for you? Do you have tips for social media?
