Issue link: https://read.dmtmag.com/i/540088
2 0 | BULLDOG | 2 0 1 5 V 2 Tools of the trade Facebook is the most used form of social media in the United States. Employees and clients may interact on your page, sometimes at the same time. • Make sure your branded page has an accurate, engaging description and links to your website. • Update daily with interesting content such as weather reports, new regulations, highway clos- ings and lifestyle tidbits. • Stick with one- or two-sentence updates and always include a photo. • Ask followers to "like" or share or submit photos. • Respond to negative comments and only remove under extreme circumstances. • Allow your social media coordinator to develop a voice and rapport with readers. Facebook Grow your business 140 characters at a time. Use Twitter to generate awareness, connect with customers, attract employees and drive sales. Once you build a simple pro- file, here are four ways to get the most out of your Twitter usage. • Keep your ear to the ground: This is where you find out what's going on in the industry as it is happening. Listen in on the conver- sations and jump in to ask questions or contribute. • Build your brand: Raise the profile of your company and extend your reach by regu- larly tweeting to customers. • Customer service: 73 percent of Twitter business users say they use the service to respond to customer service issues. This builds your reputation for responsiveness. • Connect with influencers: Twitter allows you to join in the discussion with industry experts and leaders. Source: Twitter+DB5' Twitter for Business Study, 2014 Twitter LinkedIn is the top social media site for job seekers, recruiters, professionals, industry influencers and professional net- working. According to the 2015 CCJ Connectivity Report, 50 percent of responders say they use LinkedIn and 97.7 percent of those who use LinkedIn say they have their own account. The Equipment World Connectivity study reports that 43.1 percent of responders use LinkedIn and of those users, 42.4 percent check the site daily. • Personalize your message to the audi- ence by using a great subject line: "Great meeting you at the CCJ Spring Symposium!" LinkedIn YouTube videos can amplify your job posts, drive social shares and create opportunities to connect with potential employees and clients. • Use employee testimonials to give job descriptions or postings a human face. • Use customer testimonials to tout your company's advantages. • Build blog posts around the videos. This gives you extra content and enhances the reader relationship. • Geo-target your videos to reach drivers and other potential employees based on geo- graphic locations. YouTube Superior Carriers posts short videos on YouTube and Facebook about their operation. • Share insights about your per- spective on the industry. • Encourage response. • Write brief, concise updates. • Plan your content strategy. • Post frequently. • Get help. Hire a social media coordinator and/or use man- agement partners such as Hootsuite and Buddy Media. Create informative, engaging Facebook branded pages for your business. 60% 40% 20% 0% 60% are interested in industry insights 53% are interested in company news 43% of members are interested in new products and services Source: LInkedIn ON BUSINESS LinkedIn members use the site for everything from researching products to gaining industry insights.