Not too personal, not too professional: Using social media just right

More and more, businesses are encouraged to use social media to promote themselves. But quite often, businessowners and their employees are already actively using Facebook, LinkedIn and Twitter. So what's the best policy: Keeping your personal accounts completely separated from your professional accounts, or merging the two accounts for fewer day-to-day hassles?

And of course, the answer is: It's complicated.

Getting social is the whole point

Let's say you decide to keep it separated. Remember, professional doesn't mean boring.

Too often, businesses forget the social part of social media. Instead of listening and joining the conversation, businesses use their accounts to broadcast their services - repeatedly. You don't want your followers and friends to feel like they're reading an automated messaging service. As you know, that's not terribly fun or exciting.

On your professional accounts, the best practice is to mix it up: Let your friends and followers (aka your potential customers!) know about special discounts available, then share a behind-the-scenes photo - is that a Star Wars action figure on your desk? - and remember to respond to questions and feedback as promptly as possible. After all, according to a July 2012 survey, 60 percent of respondents worldwide expect a response from businesses online. And they want it quickly.

But overall, just make sure that you connect with your followers on a human level, because they want to talk to a human being.

Is two too many?

Then again, many businesspeople find it difficult to keep up with one social media account, let alone two. So if you find your account doing double duty, keep these tips in mind: 

• Know your audience. When possible, send your very personal messaging - baby pictures, political views and wild nights out, for instance - only to your personal friends. While such updates will keep your friends and family entertained, the truth is that your customers generally follow you because they expect updates about your industry in general and your business in particular. (Of course, if your business is babies, politics or parties, give the people what they want.)
• Call and response. To avoid a PR disaster, make sure that you respond to criticism quickly, and professionally. Sure, the feedback you're receiving may be snarky, but you need to take a deep breath and remember that you are representing your business, not just yourself. And if handled correctly, a disgruntled customer can quickly become a happy camper.
• Track your successes: Maybe you got a great testimonial from a Facebook message, or a new customer just let you know that they found you - and this week's sale - on Twitter. Make sure you share these social media wins with the powers that be. It's important that everyone in the business understands the importance of social media to connect with your base and find new customers. 

And don't forget, have a little fun!