While social media usage continues to increase in the Middle East, small and medium enterprises (SMEs) are eager to take advantage of mass communication tools to spread their corporate message.

As many as 92% of SMEs surveyed by LinkedIn last year said they had a presence on social media, while just under half of the 260 respondents said they used sites such as Twitter and Facebook to generate business leads.

However, many SMEs are barely scratching the surface of social media. The path to coveted numbers of followers and likes is littered with missteps and lost opportunities.

Here’s a list of 10 things SMEs in the GCC must consider as they seek to build their social media reputation:

1. Motive
   The first question to ask before setting up your company’s Twitter, Instagram, LinkedIn or Facebook accounts, is to identify your key motives for signing up.While the social media universe opens up new doors for burgeoning businesses, it is also a demanding beast.If you want to recruit new talent, perhaps just limit your social media ambition to LinkedIn. If your business provides services, such as legal or accountancy services, best not to invest time and effort in an image-sharing site like Instagram, which is more suited to businesses focused on clothing, weddings, food and other tangible products.In short, focus on your specific needs and which social media channel is the best fit for your products or services.
2. Be engaging
   Whatever you do on social media, don’t be boring. Large companies often stumble as their rigid marketing approach means every 140-character tweet has to be approved by multiple managers before it’s released.An SME employee, free of bureaucratic restraint, can be engaging and informative. Use conversational words instead of marketing speak. Instead of saying: “I have informed Ali Abdel Ammar, our vice-president of marketing, Middle East North Africa about your issue”, try saying “our regional marketing guru Ali will be in touch shortly”.
3.  Don’t sell directly
   Customers can see right through a sales pitch. Corporate social media accounts that constantly tweet the same links and use it as an advertising vehicle will be sorely disappointed.”It’s about sharing knowledge, giving advice and offering solutions,” according to Office Today. “This information shouldn’t necessarily come back to your products; rather, it’s about engaging your followers and giving them a reason to remember you.”
4. Inform and steer
   If you sell umbrellas, stop talking about your 35% discounts. Instead be the go-to place for weather-related events. Building a loyal following requires participation in industry developments, not just touting your products and services.Finally, what are your customers’ interests? Tailor your tweets so that you can fulfil their need.
5. 1,000 wordsDo you make cupcakes? A gorgeous picture of a delicious chocolate cupcake will be far more compelling than any update you can share. A picture = 1,000 words.Are you a real estate agent? How about smartly made home videos? Videos are worth their weight in gold on social media and far more likely to be shared than your most shrewdly crafted words.
6. BewareEvery country has its own cultural dos and don’ts. Many countries even have strict laws that could get you in hot water with the authorities if you post content deemed offensive. Always keep abreast of the changing laws of the country, and always remember: when in doubt – leave it out!
7. RespondAre you in the enviable position of having your customers or prospective customers want more information through social media? Capture that opportunity; spend resources on it, if need be, even if you have to make sacrifices elsewhere – you have hit the motherlode.It’s an enviable position to be in, but don’t squander it – spurned customers have long memories and will share it on social media.
8. MeasureKeep track of your activity and how much time you are spending on social media channels. Most social media apps have analytics that keep tabs on your engagement metrics. Periodically assess what works and what doesn’t. The beauty of social media is that you can experiment pretty quickly and try various methods to see what sticks.Did you actually make a sale after a customer came through social media? What is your conversion rate? Look to make improvements in the entire engagement-to-sale cycle.

   Also, how are you doing compared to your competitors? Do they have more interactions with customers and more followers than you?

9. WebsiteIf you don’t have the resources – and many SMEs don’t have huge numbers of staff and money to throw at the problem – consider focusing on developing a website.If updating and engaging on Facebook, Twitter, Google+ and LinkedIn is not yielding results and draining time and resources, you are better off creating a nifty corporate website that does not require constant updating. The social media world can wait until you are ready.

   You can also create a monthly newsletter to keep customers engaged without straining your resources.

10. Bad reviewAt some point you will run into a customer that is deeply upset with your product or service. And they will let everyone know. Never ignore these people. As they say, “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000” (it’s the title of a book by Pete Blackshaw). Respond respectfully and genuinely, rather than with token stock phrases. Offer genuine solutions rather than excuses. You may still lose that customer but, remember, your other customers are watching too.
11. OopsTake measures to limit the “oops” factor. For example, you should strictly segregate the personal and corporate social media accounts of employees. If somebody has erred with an inappropriate post that has angered the Internet crowd, offer a sincere apology.

Marketing campaigns can also take on a life of their own. The Internet is littered with marketing campaigns that have been hijacked or ridiculed. Roll with it and try to limit the damage. Even some of the world’s largest companies have watched helplessly as their message has been twisted. It will at least give you a painful lesson in what your customers don’t like about you.