Do's and Don'ts for Contractors On Social Media

Social media can be a powerful tool for building brand awareness and engaging with your audience, but it’s important to approach it with the right strategy. 

Here are some key do’s and don’ts to help you make the most of your efforts.
 

Do: Focus on the Right Platforms
Not every platform will suit your business. Choose the social media channels that align with your audience's habits and preferences.

Don’t: Join Every Platform Just to Keep Up
Just because your competitors are on every social media platform doesn’t mean you should be. Research where your target audience spends their time and concentrate your efforts there.
 

Do: Focus on Building Brand Awareness
Social media is a powerful tool for creating a consistent and recognizable brand presence. Use it to share your story, values, and expertise, keeping your business top of mind for your audience.

Don’t: Expect Immediate Sales
Social media is not a magic solution for generating instant business. While it can lead to conversions, its primary role is building awareness and engagement over time. Patience and consistency are key to seeing long-term results.
 

AN EXAMPLE OF HOW NOT TO USE HASHTAGS.

Do: Use Hashtags Wisely
On Facebook, limit yourself to one or two hashtags. It’s more effective to incorporate them naturally into your sentences rather than tacking them onto the end of your post.

Don’t: Treat Facebook Like Instagram
Instagram allows up to 30 hashtags per post, but even here, it’s important to avoid overloading your content. A sweet spot is five to 10 hashtags for more authentic engagement.
 

Do: Invest in Social Media Ads
Boosting a post with even a small budget, such as $15, can significantly increase your reach. Paid ads can be essential to getting your content seen in today’s competitive social landscape.

Don’t: Rely Solely on Organic Posts
Gone are the days when most of your followers saw your posts for free. Organic reach is now drastically reduced, with only 3-15% of followers typically seeing your posts. Paid promotion is a crucial part of modern social media strategy.
 

Do: Mix Up Your Content
Variety is key to keeping your audience interested. Alternate between videos, articles, images, and polls to maintain engagement.

Don’t: Stick to One Type of Content
Posting the same kind of content repeatedly can lead to audience fatigue. Diversify your posts to keep things fresh and engaging.
 

Do: Post Frequently
Regular updates are essential to keep your brand top of mind. Consistent posting helps build your presence and credibility.
 

Don’t: Let Your Page Become a Ghost Town
Nothing signals neglect like a social media page with outdated posts. A page last updated in 2016 suggests your business might be inactive, turning potential customers away. Stay active and relevant with frequent posts.
 

Do: Stay on Top of What Your Audience Sees
Check how your page appears to visitors, and ensure it’s an accurate reflection of your business today.
 

Don’t: Forget About Pinned Posts
Pinned posts can be helpful, but make sure they are timely. Don’t let an outdated pinned post linger for years. Regularly review and refresh it to stay current.
 

Do: Engage with Your Audience
Social media is a two-way street. Make an effort to comment, like, and respond to your audience to create a more personal connection.

Don’t: Ignore Interactions
Leaving comments and messages unanswered is a missed opportunity to build relationships. Regularly monitor your social platforms and engage with your followers to show you value their input.
 

Do: Use Analytics to Track Your Performance
Most social media platforms offer insights and analytics tools that can help you understand what’s working and what isn’t. Use this data to adjust your strategy, focusing on content that resonates with your audience.
 

Don’t: Ignore the Numbers
Posting without reviewing your metrics is like shooting in the dark. Failing to analyze your performance means missing opportunities to improve your engagement and reach. Regularly check your stats and make data-driven decisions.
 

By following these do’s and don’ts, you can enhance your social media presence, connect with your audience more effectively, and drive better results for your business.

Mindy Lepp is the Marketing Director at LEPPDESIGN, a design and marketing firm headquartered in St. Augustine, Fla., serving a nationwide client base. Mindy has committed herself to serving in the home building industry, having chaired the Professional Women in Building (PWB) Jacksonville chapter in 2022 and currently leading the NAHB PWB Professional Development Subcommittee as Chair for 2024. She has been a steadfast NAHB PWB Trustee since 2023 and was selected as part of the inaugural class of the NAHB Leadership Program in 2024, highlighting her commitment to industry leadership and development.