Social media success


Social media is a powerful tool for getting the word out about your app – to your customers, prospects and partners – but it can also be a bit overwhelming. We’ve created this guide to help kick off your social media journey.

Getting started

Start with a solid plan that includes realistic goals and defines who you want to talk to. The questions below will help narrow your focus.

1. What do you want to achieve via social media?

Is it to increase awareness of your app, build relationships, draw visitors to your website, or promote new content or features? It doesn’t just have to be about leads and promotion. Social media can help you provide customer support and learn more about your target audience.

2. Who are you trying to reach?

Having a thorough knowledge of your audience and/or customers will help you decide which social platforms to use and what to post. Think about what’s important to this audience, including their challenges, pain points and objectives. Deciding which social platforms to use It’s better to pick a smaller number of social channels and execute a really solid strategy, than spreading yourself too thin by using as many as you can. There are a lot out there, so it can be confusing, but the best place to start is choosing the social channels the audiences you’re trying to reach use. Here’s some info and tips on the major ones:

  • LinkedIn

  • If you want to connect with professionals and business people in general, you need to be on LinkedIn. This is a good home for longer more detailed content like infographics, articles, blogs and thought leadership pieces.
  • Twitter

  • Twitter gives you 140 characters at a time for your message, so you have to be brief! Twitter is conversational and fast-moving, with frequent newsworthy updates. Media coverage, photos, short videos and news articles are great here. Use hashtags to help people discover you.
  • Facebook

  • Facebook is a great place to connect with other businesses and build relationships with your customers on a personal level. The language used on Facebook can be lighthearted and personal. Videos, photos and links to rich content will drive engagement.
  • Instagram

  • Instagram is all about images and hashtags – so it’s great for businesses that can produce strong visual creative. It’s also mobile driven, so most suitable if your website is optimised for mobile.

Top tips to help your posts fly

Here are some dos and don’ts to help maximise the impact of your social strategy:

1.Provide value to your audience

Focus on posting regular and engaging content that your audience will find valuable. You can start with blog posts, product releases and share your company's news. For example, when you become a Xero app partner, announce it on your social platforms. Let your customers know they can find you on the Xero app marketplace. Posts don’t always have to be about your app – in fact, it’s better to mix it up so as to keep your community engaged. You could, for example, post articles by well known commentators, or share interesting posts from your partners, customers, or industry experts.

2. Show some personality

It’s important to keep your social posts professional, but try to infuse personality into them as well. Give customers an insight into your company’s culture and what you stand for. Using a consistent visual style and language helps to build a brand personality for your app.

3. Follow people in your industry

People to follow could include influential figures, your customers, partners or even competitors. It’s also a good idea to check out their posts for ideas.

4. Monitor your profiles regularly

By using social media, you’re opening doors for people to express positive and negative feedback in public. So make sure to monitor and respond to comments and questions regularly to keep up engagement and protect your reputation.

5. Share content between your different channels

You can share posts between different channels, for example, a picture on Instagram can also be shared to Facebook. This helps create continuity of your accounts and amplify the content you are creating.

6. Maintain a regular posting schedule

Plan ahead but don’t bombard your followers with too many posts. The smartest way to figure out what works best for your business is by testing posts at different intervals and times, then tracking the degree of engagement.

7. Be active within your online community

Use partners, staff and customers accounts to amplify your content – share what they are saying and try and get them to return the favour.

If you’re looking for examples of great social content across a range of channels and posts you can share, check out Xero’s channels. Follow us on: