How Product Managers Can Use Twitter, Facebook, Instagram, and Pinterest to Create Product Buzz
As product managers living and working in the 21st century, we all know the importance of social media. Many of us have probably already added these skills to our product manager resume. However, figuring out exactly how to make the best use of these new tools that allow us to stay in touch with our customers is still something we are all struggling with. What we need is expert guidance on which social media tools we should be using and exactly how to use them.
One of the biggest mistakes Product Managers make is that they think social media is about distribution. We see it as a way to inform the world about our definition of product development. We ended up posting the same story on every social media tool. However, each tool is different and each requires you to tell your story in a different way.
Twitter is all about getting people’s attention. If they’re already following you, tweets you send about the next version of your product or the new customer you just signed up will be read. However, what about everyone else?
Turns out Twitter is all about hashtags (#prodmgmt). What you should do is take a look at the hashtags that are trending when you are going to make your tweet. Once you know this, make your tweet relevant to this hashtag, include the hashtag in your tweet, and frame your tweet as a question that will make your readers stop and think for a moment. If you do all of this correctly, then your readers will become followers and this is how you spread the word about your product.
Facebook posts are all about the image you include. People who see your post will see many other posts at the same time. You’ll need to take the time to create an image that grabs their attention and engages them enough to slow down and read your copy.
What you need to do next is provide them with exactly the information they need to know. When people buy your product, what features do they use to compare your product to others? Mention these features to help potential customers evaluate your product.
On Facebook it’s okay to go for sale. Include a link that has the words “buy now” before it. On Facebook, if you want someone to do something, you have to tell them to do it.
Instagram is all about you acting as a human product manager. Instagram is very, very personal. It’s a way to capture those real-life moments. Instagram is also about images: real-life images. People who view your Instagram want to know the answers to questions like “where are you?” or “what are you looking at?”
The images you post on Instagram don’t have to be as polished as the ones you post on Facebook. These are the images that look like they were taken with your cell phone camera, because you did!
Instagram does not allow you to include links with your photos. The only place you can have links is in your Instagram bio. Make your photos interesting enough that people will go to your bio and from there look for more about your product.
interest
People use Pinterest to search for their dreams or to find out how to do things (utility) . You need to make sure your posts support one or both of these ideals.
When you use Pinterest, you should keep in mind that you’re not just trying to sell your product. Instead, you are trying to educate your customer on how they can solve the problem that your product was created to help them solve. Give context to your potential customers and inform them of everything they would like to know about your product.
On Pinterest you can use much more text to talk about your product. Remember, people come to Pinterest when they’re ready to buy things, so they’ll spend more time looking at what you’ve posted. They’ll also look at it critically, so make sure you take the time to write clearly!
What all this means to you
For your product to be successful, as a product manager, you need to start a dialogue with your potential customers. One of the best ways to do this is to use today’s social media tools to connect with your potential customers and tell them about your product. This capability should be part of every product manager job description.
Determining which social media tools to use is the first step. Experts recommend that you focus on Twitter, Facebook, Instagram, and Pinterest. For each of these tools, you’ll need to understand what your audience is looking for and you’ll need to create a persona that works with that audience.
This sure seems like a lot of effort. However, it turns out that it is a very good way to pass the time. If you can reach your social media audience with a message they want to hear, then your product can become an overnight success story!